Campaign Concept & Copywriting | Organic Social

Client: Anytime Fitness

January is like Black Friday for gyms. But most of those resolution-makers don't last long. Eighty percent of New Year's fitness resolutions are abandoned by February — and January sign-ups churn at a 45% higher rate than members who join any other time of year. Every gym knows this. Most just absorb the loss. This campaign was built on a different idea, drawn directly from conversations with franchise owners and fitness experts: the problem isn't motivation getting people in the door. It's the absence of community keeping them there. At an average member value of $517 per year, even a 10% improvement in January retention across the franchise system represents millions in recovered revenue. #MakeItToMarch was designed, from the first post to the last, to move that number.