Fitness The Anti–Resolution Play? Top Fitness Brands Target Quitter’s Day in Creative Ways Courtney Rehfeldt January 9, 2026 credit: Logan Weaver on Unsplash As New Year’s motivation fades and gyms (historically) thin out, fitness brands are meeting consumers on National Quitter’s Day with… Membership Required This article is for ATN Pro members only. ATN Pro members get: Unlimited access to Athletech News articles Exclusive access to ATN Pro-level reporting Discounts to ATN the Innovation Summit VIP access to community events Exclusive email newsletters $299/year Subscribe Now Already a member? Log in Already a member? Log in here Tags: Anytime Fitness ATN Pro Fitness Marketing Orangetheory Solidcore The Bar Method