Goal Setting in January: Keep It Real, Keep Them Coming Back

Why January is crunch time!

It’s no secret, January is the busiest month for leisure centres, gyms, and health clubs. After the festive season, people flock to sign up with the best intentions to improve their health and fitness. But by February, many of these resolutions have fizzled out, leaving you with disengaged members and lower retention rates.

The problem? Unrealistic goals. Lofty ambitions, fueled by “New Year, New Me” optimism, often lead to disappointment, frustration, and ultimately, abandonment of fitness plans altogether.

As leisure providers, you’re in the perfect position to help your members set goals that are realistic, sustainable, and rewarding. By guiding your members towards achievable progress, not perfection, you’re supporting their wellbeing and boosting long-term engagement with your facility.

In this blog, we’ll explore how SMART goals and other practical approaches to goal-setting can keep your members motivated and help you retain them long after January.

The science of goal setting: why “keeping it real” matters

Setting goals isn’t just a trendy exercise, it’s rooted in psychology. Achieving goals releases dopamine, the “feel-good” chemical, which motivates us to keep going. However, setting goals that are too ambitious or vague can have the opposite effect. When people feel like they’ve failed, their motivation drops, and they’re more likely to give up.

This is where you can step in. By educating your members on effective goal-setting techniques, you can help them feel confident, capable, and committed to their fitness journey.

SMART goals: the gold standard for staying on track

One of the most effective frameworks for goal-setting is the SMART method. SMART stands for:

• Specific: Clear, well-defined goals.
• Measurable: Goals that can be tracked and quantified.
• Achievable: Realistic and within the member’s control.
• Relevant: Goals that align with their personal interests and lifestyle.
• Time-bound: Goals with a clear deadline or time frame.

For example, instead of saying, “I want to lose weight,” a SMART goal would be: “I want to lose 3kg in 12 weeks by attending two spin classes and one strength-training session each week.”

Why It Works:
SMART goals help members break down their aspirations into manageable steps, making the journey feel achievable and rewarding.

GROW Model: A Framework for Structured Success

Another excellent tool for goal-setting is the GROW model, which stands for:

• Goal: What does your member want to achieve? The focus here is defining their ultimate objective.
• Reality: Where are they now? This step involves reflecting on their current situation, identifying challenges, and understanding what’s achievable.
• Options: What can they do? Explore all the possible ways to move forward, from fitness classes to small lifestyle adjustments.
• Will: What will they do? The final step turns intention into action by creating a clear plan and building accountability.

Here’s an example of the GROW model in action for a member who wants to improve their fitness:

• Goal: "I want to run my first 5k within three months."
• Reality: "I’ve never run before, and I’m currently walking 1 mile a day."
• Options: "I could join the leisure centre’s running group, start with a Couch to 5K programme, or hire a personal trainer."
• Will: "I’ll join the running group and commit to attending twice a week, tracking my progress on my fitness app."

Why It Works:
The GROW model encourages self-reflection, ownership, and problem-solving. It’s particularly useful for your members who might feel overwhelmed or unsure of where to start, as it provides structure and actionable next steps.

Other acronyms for realistic goal-setting

While SMART is the most well-known, there are other acronyms and methods that can help your members set realistic goals:

• CLEAR Goals (Collaborative, Limited, Emotional, Appreciable, Refinable): These focus on flexibility and collaboration, which can be especially useful for group fitness programmes.
• WOOP (Wish, Outcome, Obstacle, Plan): A visualisation-based method that helps people prepare for challenges and create realistic plans.

Encourage your members to explore these frameworks to find what resonates with them.

Why unrealistic goals can harm retention

For your leisure centre, member retention hinges on a positive experience. When your members set unrealistic goals, like trying to lose a stone in a month or work out seven days a week, they’re more likely to burn out or feel defeated. This often results in skipped sessions, membership cancellations, and a sense of failure that reflects poorly on the facility.

You can prevent this cycle. By promoting realistic, sustainable goal-setting, you can foster a sense of achievement and build stronger connections with your members.

How can you help your members set realistic goals?

1. Encourage conversations about goals

Create opportunities for your members to discuss their goals with staff or trainers. A quick chat during induction or a “goal-setting workshop” can help your members clarify their intentions and adjust expectations.

2. Offer goal-setting resources

Consider creating a simple goal-setting worksheet or an online guide that your members can use to set and review their objectives. Include examples of SMART goals and tips for overcoming common obstacles.

3. Celebrate small wins

Encourage your members to celebrate progress, no matter how small. Whether it’s attending their first class or improving their 5k time, small wins build momentum and confidence.

4. Tailor programmes to support gradual progress

Structure your classes and programming around achievable milestones. For instance, offer an 8-week “couch to 5k” programme or progressive strength-training classes that cater to beginners.

Preventing the January blues: keep your members motivated

The “January blues” often strike when the excitement of New Year resolutions fades, and reality sets in. You can play a key role in combating this by creating an environment that keeps members motivated:

• Community connection: Foster a sense of belonging by encouraging your members to join group classes or social events.
• Clear communication: Be clear in your comms - use email campaigns or messaging to remind your members of their progress and upcoming sessions.
• Mental health support: Incorporate activities like yoga, meditation, or stress-relief workshops to support overall wellbeing.

Conclusion: A January for Success

Helping your members set realistic goals isn’t just about their success, it’s about yours too. Members who feel supported, see progress, and stay motivated are more likely to remain loyal to your facility. By investing in their long-term success, you’re creating a community that values your services and feels connected to your brand.

Goal-setting is the backbone of fitness success, but it only works when the goals are realistic. By guiding your members to “keep it real,” you’re helping them achieve their aspirations while boosting your retention rates and building a loyal community.

This January, let’s move beyond the hype of resolutions and focus on sustainable, meaningful progress. Whether it’s a first-time gym-goer or a seasoned member looking to reset, your facility can be the place where goals are set, progress is made, and long-term habits are formed.

Let’s help everyone win this January! if you'd like to see how our software can help you to transform your member journey, book a demo today.