A gym owner in Cheshire, England, takes an unconventional approach to New Year’s resolutions by halting new memberships in January.
At a Glance
- Ascendancy Fitness in Warrington stops new memberships in January
- Owner Clayton Leah prioritizes existing members’ experience
- Decision aims to prevent disruption from short-lived resolutions
- Existing members respond positively to the initiative
- New memberships to reopen in February
Prioritizing Member Experience Over New Year’s Rush
In a bold move that challenges conventional gym business practices, Clayton Leah, Owner of Ascendancy Fitness in Warrington, Cheshire, has decided to halt new memberships for the month of January. This decision comes as a response to the annual influx of New Year’s resolution-makers who often crowd gyms at the start of the year, only to abandon their fitness goals within weeks.
Leah’s unconventional approach aims to create a more conducive workout environment for his existing 650 members, allowing them to focus on their health objectives without the disruption typically associated with the January rush. The gym owner believes this strategy will foster a culture of year-round commitment to fitness rather than short-lived resolutions.
Positive Response from Existing Members
The decision to prioritize current members over potential new sign-ups has been met with overwhelming approval from Ascendancy Fitness’s clientele. Leah reports that the feedback has been exceptionally positive, with members appreciating the gym’s commitment to their experience.
“The majority of people appreciate the fact that we’ve done this and see why we’ve done it,” Leah said.
This sentiment reflects a growing trend among fitness enthusiasts who value a consistent, less crowded workout environment over the typical New Year’s chaos. By focusing on member satisfaction, Leah argues that this approach will ultimately benefit the gym in the long run, despite potential short-term financial losses.
A Trend in the Fitness Industry?
Ascendancy Fitness is not alone in this approach. Luxury fitness club Equinox made headlines in 2023 when it banned new members on January 1st, similarly aiming to discourage short-term resolutions. This growing trend suggests a shift in the fitness industry towards valuing long-term commitment over temporary surges in membership.
While some critics view this decision as a poor business move, particularly during what is traditionally one of the most lucrative times of the year for gyms, Leah remains steadfast in his belief that prioritizing member satisfaction will yield better results in the long term.
Looking Ahead
As January progresses, Ascendancy Fitness continues to offer day passes for those eager to start their fitness journey immediately. Leah plans to reopen memberships in February, though a specific date has not yet been set. This approach not only manages the January rush but also encourages potential members to view fitness as a year-round commitment rather than a seasonal resolution.
