Churn is a significant problem with fitness centers since consumer motivation is not predictable. January was once thought to be the peak month for this industry, but our research revealed that it’s a close second to the month of March. Q1 and Q4 are good months for customer acquisition due to consumer motivations to get in shape for the summer and holidays, respectively.
Another issue the fitness industry faces is high competition. Millennials, who are a large portion of the audience for this industry, crave new, fun and interesting experiences. This has sparked the growth in boutique fitness places like CrossFit, Pure Barre, Yoga, etc. It has also led to more competitive pricing and group fitness offerings in gyms.