By Lena Blietz
The new year brings resolutions of every kind, but with the goal of losing weight filling this year’s top spot, many are flooding to gyms.
To tap into that, many fitness centers offer New Year’s promotions to get more members in January.
But for two local gyms, new clients looking to fulfill resolutions are not their main clients or source of income.
“The New Year’s resolution market is a market that is not necessarily serious about fitness,” said Todd Nief, owner of South Loop Strength and Conditioning. “They’re often looking for a quick fix, which is just not what we are at all,”
His gym, which focuses on CrossFit, looks for clients who are willing to dedicate a large amount of time to improving their health. He also said the programs are expensive, which can deter clients looking for short term fitness.
Only eight percent of people keep their resolutions each year, according to a study at the University of Scranton, forcing gyms to rely on other tactics to keep clients coming back.
Luis Centero, the owner of Fit Results, gives credit to a community feeling at this small gym in the Loop. He said clients get to know each other by name, adding to the closeness of the gym.
Both owners said their businesses do not rely on a marketing push for new January clients the way larger gyms do because of year-round dedication from their members.