{"id":148304,"date":"2026-01-27T13:28:45","date_gmt":"2026-01-27T18:28:45","guid":{"rendered":"https:\/\/athletechnews.com\/?p=148304"},"modified":"2026-01-28T17:45:38","modified_gmt":"2026-01-28T22:45:38","slug":"how-gyms-are-keeping-members-after-the-january-rush-why-february-matters-more","status":"publish","type":"post","link":"https:\/\/athletechnews.com\/how-gyms-are-keeping-members-after-the-january-rush-why-february-matters-more\/","title":{"rendered":"How Gyms Are Keeping Members After the January Rush \u2014 and Why February Matters More\u00a0"},"content":{"rendered":"<p>ATN surveyed fitness operators and software executives on how they\u2019re rethinking member retention strategies early in the year&nbsp;\u2014 and what&#8230; <\/p>\n<div class=\"pmpro\">\n<div class=\"pmpro_card pmpro_content_message\">\n<h2 class=\"pmpro_card_title pmpro_font-large\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"var(--pmpro--color--accent)\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\" class=\"feather feather-lock\"><rect x=\"3\" y=\"11\" width=\"18\" height=\"11\" rx=\"2\" ry=\"2\"><\/rect><path d=\"M7 11V7a5 5 0 0 1 10 0v4\"><\/path><\/svg>Membership Required<\/h2>\n<div class=\"pmpro_card_content\">\n<div class=\"atn-paywall\">\n<div class=\"atn-paywall__divider\"><\/div>\n<h2 class=\"atn-paywall__headline\">This article is for ATN Pro members only.<\/h2>\n<div class=\"atn-paywall__benefits\">\n<p>ATN Pro members get:<\/p>\n<ul>\n<li>Unlimited access to Athletech News articles<\/li>\n<li>Exclusive access to ATN Pro-level reporting<\/li>\n<li>Discounts to ATN the Innovation Summit<\/li>\n<li>VIP access to community events<\/li>\n<li>Exclusive email newsletters<\/li>\n<\/ul>\n<\/div>\n<div class=\"atn-paywall__price\">$299<span>\/year<\/span><\/div>\n<div class=\"atn-paywall__cta-container\"><a class=\"atn-paywall__cta\" href=\"https:\/\/athletechnews.com\/membership-checkout\/?level=1\">Subscribe Now<\/a><\/div>\n<div class=\"atn-paywall__login\"><a href=\"https:\/\/athletechnews.com\/login\/\">Already a member? Log in<\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"pmpro_card_actions pmpro_font-medium\">Already a member? <a href=\"https:\/\/athletechnews.com\/login\/?redirect_to=https%3A%2F%2Fathletechnews.com%2Fhow-gyms-are-keeping-members-after-the-january-rush-why-february-matters-more%2F\">Log in here<\/a><\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>For gyms and studios, January is a peak month. But the most dialed-in operators are treating February and March as... <\/p>\n<div class=\"pmpro\"><div class=\"pmpro_card pmpro_content_message\"><h2 class=\"pmpro_card_title pmpro_font-large\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"var(--pmpro--color--accent)\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\" class=\"feather feather-lock\"><rect x=\"3\" y=\"11\" width=\"18\" height=\"11\" rx=\"2\" ry=\"2\"><\/rect><path d=\"M7 11V7a5 5 0 0 1 10 0v4\"><\/path><\/svg>Membership Required<\/h2><div class=\"pmpro_card_content\"><div class=\"atn-paywall\"><div class=\"atn-paywall__divider\"><\/div><h2 class=\"atn-paywall__headline\">This article is for ATN Pro members only.<\/h2><div class=\"atn-paywall__benefits\"><p>ATN Pro members get:<\/p><ul><li>Unlimited access to Athletech News articles<\/li><li>Exclusive access to ATN Pro-level reporting<\/li><li>Discounts to ATN the Innovation Summit<\/li><li>VIP access to community events<\/li><li>Exclusive email newsletters<\/li><\/ul><\/div><div class=\"atn-paywall__price\">$299<span>\/year<\/span><\/div><div class=\"atn-paywall__cta-container\"><a class=\"atn-paywall__cta\" href=\"https:\/\/athletechnews.com\/membership-checkout\/?level=1\">Subscribe Now<\/a><\/div><div class=\"atn-paywall__login\"><a href=\"https:\/\/athletechnews.com\/login\/\">Already a member? Log in<\/a><\/div><\/div><\/div><div class=\"pmpro_card_actions pmpro_font-medium\">Already a member? <a href=\"https:\/\/athletechnews.com\/login\/?redirect_to=https%3A%2F%2Fathletechnews.com%2Fhow-gyms-are-keeping-members-after-the-january-rush-why-february-matters-more%2F\">Log in here<\/a><\/div><\/div><\/div>","protected":false},"author":79,"featured_media":148316,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"disable_comments":false,"pmpro_default_level":"","tpd_franchise_content":"","hide_featured_img_single_post":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"tpd_featured_video":[],"tpd_sponsored_post_logo":"","tpd_sponsored_post_logo_link":"","tpd_sponsored_post_logo_width":0,"tpd_sponsored_enable_nofollow":true,"tpd_disable_incontent_ads":false,"tpd_disable_right_rail_ads":false,"tpd_disable_after_content_ads":false,"tpd_disable_header_ads":false,"tpd_disable_sticky_footer_ads":false,"tpd_disable_video_ads":false,"tpd_disable_outbrain":false,"tpd_affiliate_disclaimer":[],"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5150],"tags":[7250,82,206,4493],"post-options":[],"vertical":[],"coauthors":[7664],"class_list":{"0":"post-148304","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-fitness-business","8":"tag-atn-pro","9":"tag-boutique-fitness","10":"tag-gyms","11":"tag-member-engagement-tools","12":"pmpro-no-access"},"acf":[],"featured_media_url":"https:\/\/athletechnews.com\/wp-content\/uploads\/2026\/01\/climbing-rock-1180x786.webp","author_name":"kim-kisner","author_avatar":"https:\/\/secure.gravatar.com\/avatar\/170bc6c6eb344734574710f850bfe2ce?s=96&d=mm&r=g","primary_category":{"term_id":5150,"name":"Fitness Business","slug":"fitness-business","taxonomy":"category","url":"https:\/\/athletechnews.com\/category\/fitness-business\/"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Gyms Are Keeping Members After the January Rush \u2014 and Why February Matters More\u00a0 - Athletech News<\/title>\n<meta name=\"description\" content=\"For gyms and studios, January is a peak month. 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