How to Close Fitness Now: Start Jan 2 Pre-Sale

How to Close Fitness Now: Start Jan 2 Pre-Sale

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Monochrome, graffiti-style illustration with bold 3D letters that say ‘Closing Fitness Now,’ surrounded by dynamic sketch lines, ink splatters, and motion strokes; a small note at the top reads ‘Pre-Sale,’ and the bottom tag says ‘January ’25’ with georgefeola.io

Why This Offer Closes: Psychology + Timing

The backbone of How to Close Fitness Now: Start Jan 2 Pre-Sale is the Fresh Start Effect (FSE). People are more likely to start aspirational behaviors right after salient temporal landmarks. These include New Year’s, birthdays, and Mondays. The original peer-reviewed research by Dai, Milkman, and Riis shows these landmarks motivate action and reset identity (“new me” bias). Read the paper here: Management Science / Fresh Start Effect and the open versions: Wharton PDF and SSRN abstract. INFORMS Pubs Online+2Wharton Faculty Platform+2

December intent, January delivery. How to Close Fitness Now: Start Jan 2 Pre-Sale lets buyers commit during the last week of December. They can start on January 2. This reduces immediate friction, such as holiday travel, family time, and weather, while keeping urgency.

Proof points you can use in pitch decks:

  • January surge: Industry trackers consistently show January as the peak month for new memberships, often ~12% of annual joins. Examples: Wod.Guru summary and other market recaps. WodGuru
  • Planet Fitness growth signal: As of Dec 31, 2024, Planet Fitness reached ~19.7M members, underscoring sustained demand around year-end and New Year periods (Planet Fitness investor update; IBD coverage). Planet Fitness Investors+1
  • Price change context: The brand raised the long-standing $10 tier to $15 for new members. This change had minimal impact on joins. It provides useful context for value framing (Business Insider). Business Insider
Inside a dim, industrial-style gym, a woman and a man perform synchronized battle rope waves—knees bent, cores engaged—surrounded by boxes, weights, and worn concrete floors.
Photo by Leon Mart on Pexels.com

Fit Score—Who This Works For

Best fits: Gyms and boutique studios (yoga, Pilates, HIIT). Trainers find it useful too. It’s suitable for wellness clinics (chiro/PT, recovery). Moreover, hybrid or at-home providers with app or remote coaching can benefit. How to Close Fitness Now: Start Jan 2 Pre-Sale also works for corporate wellness (bulk sign-ups with Jan 2 onboarding).

Caution flags: Facilities are at capacity on weekdays from 5–7pm. Some brands cannot honor a Jan 2 start. There are businesses without simple billing or a clear orientation plan.

Offer Architecture for “How to Close Fitness Now: Start Jan 2 Pre-Sale”

Core promise (one line): Buy now in December—your plan starts Jan 2. Lock today’s rate. Orientation included.

Price frame: Anchor to “value” not “discount.” Example: “$99 to reserve + first month on Jan 2 (cancel anytime before Jan 1).”

Bonus stack (pick 2–3):

  • Free orientation & body-comp scan
  • Two coach-led intro sessions
  • Guest pass for a friend (valid Jan 2–15)
  • Recovery add-on: 1 infrared session / 1 stretch session

Urgency & scarcity: “Pre-sale ends Jan 1 at 11:59 pm” or “First 150 members.”
Terms: Clear pause/refund window (e.g., “Cancel up to Jan 1, full refund”).
Risk reversal: “If you don’t love your first week, we’ll pause or refund.”

Audience Angles

First-timers: Low-commitment “reserve your spot” with flexible start.
Lapsed members: Win-back rate (“come back at your old rate”) or bonus credits.
Families/couples: “Buy 2, get 1 orientation pack free.”
Corporate: “10+ employees: private Jan 2 orientation block.”

Generational notes:

  • Gen Z: Social proof, trainer personalities, flexible schedules.
  • Millennials: Bundles (childcare/recovery), app tracking, predictable costs.
  • Gen X: Time-savvy plans, early/late classes, outcomes.
  • Boomers: Low-impact tracks, medical clearance guidance, safety.

Channel Plan—Digital + TV + Radio

Digital (Paid Social, Search, Email, Landing Page)

  • Paid Social: Short videos highlighting “Buy Now, Start Jan 2.” Rotate coach intros + orientation footage.
  • Search: Bid on “gym near me,” “New Year gym deals,” “fitness pre-sale,” “start Jan 2.”
  • Email: Two-step push: (1) value + urgency; (2) last-chance with risk reversal.
  • Landing Page: Mirrors How to Close Fitness Now. Start Jan 2 Pre-Sale headline is included. It shows the offer stack and a 60-second explainer.

UTM (Urchin Tracking Module) and KPIs (Key Performance Indicators):
Use utm_source, utm_medium, utm_campaign per channel. Track CTR (Click-Through Rate), CVR (Conversion Rate), CPL (Cost per Lead), CPA (Cost per Acquisition), and LTV (Lifetime Value).

TV/CTV/OTT (Television/Connected TV/Over-The-Top)

CTV budgets keep climbing. 56% of marketers plan to increase OTT/CTV spend in 2025. Nielsen cautions not to over-narrow targeting. Balance reach with relevance to grow awareness and response. (Nielsen trend brief; Nielsen/Gracenote note on targeting). Nielsen+1

Pro tip: Pair CTV with digital audio to lift outcomes across the funnel (SiriusXM Media study). SiriusXM Media

Radio + Streaming Audio

Radio reliably boosts branded search and site traffic in local markets. RAB’s multi-category analysis found sizable search lift after radio flights. (RAB executive summary PDF; overview). Recent write-ups also show ~27% average web traffic lift in case examples (RadioMatters). RAB+2RAB+2

Creative Toolkit

30-Second TV/CTV Script (Seller-Ready)

Opening supers: How to Close Fitness Now: Start Jan 2 Pre-Sale
VO: “Skip the holiday guilt. Buy now, start Jan 2. Your spot’s reserved, rate locked, and your coach is ready. Join today, begin when the ball drops—well, the day after. Orientation included. Limited pre-sale ends Jan 1. Tap to reserve your January start.”
End supers: Buy Now. Start Jan 2. Limited Pre-Sale.

30-Second Radio Script

“New Year, no pressure. Buy now—start Jan 2. Reserve your spot today, lock your rate, and get a free orientation. Spaces are limited until Jan 1. Search How to Close Fitness Now: Start Jan 2 Pre-Sale and claim your January start.”

15-Second Radio Script

“Buy now, start Jan 2. Lock your rate, get a free orientation, and skip the holiday excuses. Limited pre-sale ends Jan 1. Search How to Close Fitness Now: Start Jan 2 Pre-Sale.”

Display/Social Copy Blocks

  1. Primary: “Buy now—start Jan 2. Reserve your spot, lock your rate, free orientation. Pre-sale ends Jan 1.”
  2. Value: “New Year start without the holiday stress. Pay today, begin Jan 2. Limited spots.”
  3. Urgency: “Last call! Start Jan 2 Pre-Sale ends Jan 1. Free orientation included.”

Offer Graphics Checklist

  • Headline lockup: How to Close Fitness Now: Start Jan 2 Pre-Sale
  • Subhead: “Buy now—start Jan 2. Orientation included.”
  • Badges: “Limited Pre-Sale,” “Cancel by Jan 1,” “Rate Lock”
  • CTA (Call to Action) button: “Reserve Jan 2 Start”

Landing Page Blueprint

Above-the-fold:

  • H1: How to Close Fitness Now: Start Jan 2 Pre-Sale
  • Sub: “Buy now—start Jan 2. Orientation included. Cancel by Jan 1.”
  • Hero proof strip: stars/reviews, “Trusted by 2,000+ locals,” media logos.
  • Primary CTA: “Reserve My Jan 2 Start”

Explainer + Objections:

  • “Why Start Jan 2 Works” (short FSE explainer with a source link to Fresh Start Effect). INFORMS Pubs Online
  • “What’s Included” (bullet the stack).
  • “Worried about January crowding?” (capacity/appointment blocks explained).
  • “Not sure you’ll stick with it?” (coaching + accountability plan).

Checkout + CRM:

  • One-screen checkout (card, Apple/Google Pay), checkbox “Remind me Jan 1 at 6pm.”
  • CRM fields: first/last name, mobile, email, goal (drop-down).
  • Auto-email with calendar invite for Jan 2 orientation.

FAQ Highlights:

  • “Can I pause?” (Yes, once in the first month.)
  • “Refund if I don’t start?” (Full refund if canceled by Jan 1.)
  • “What if I’m traveling?” (Start window Jan 2–Jan 15.)

Timeline & Workback Plan

T-14 to T-7: Finalize How to Close Fitness Now: Start Jan 2 Pre-Sale offer, scripts, graphics. Install pixels, events (Lead, Purchase), test UTM flows.
T-6 to T-1: Email warm-up to house list; tease on social; soft-open to lapsed members and corporate leads.
Dec 26–Jan 1 (Hard Push): Daily CTV/radio bursts (AM/PM), paid social ramp, search heavy-up.
Jan 2–Jan 15: Onboard, collect testimonials, upsell recovery/coach packs.

Packages You Can Sell Today

Starter (low friction):

  • Reserve $49 + first month Jan 2
  • Orientation + 1 coach intro
  • Cancel by Jan 1, full refund

Growth (best value):

  • Reserve $99 (applied to first month)
  • Orientation + 2 coach intros + 1 recovery session
  • Guest pass (Jan 2–15)

Elite (highest AOV):

  • Reserve $149 (applied)
  • Orientation + 4 coach sessions + 2 recovery sessions
  • Priority scheduling + body-comp scans

Objection Handling

“We’re too busy in December.”
How to Close Fitness Now: Start Jan 2 Pre-Sale doesn’t add December service load—only December sales. Service begins Jan 2 with planned capacity blocks.

“People won’t show up in January.”
Leverage FSE and orientation scheduling. Show data on January intent and frame risk-reversal policies (Fresh Start Effect; seasonal join trends). INFORMS Pubs Online+1

“Discounting hurts brand value.”
Don’t discount—bundle value (orientation, sessions, recovery). Reference Planet Fitness pricing context to show consumers accept value-based tiers (PF investor update; Business Insider price change). Planet Fitness Investors+1

“Billing will be a nightmare.”
Collect reserve fees now, first monthly charge on Jan 2; allow one pause window.

Tracking & Optimization

Daily dashboard: Leads, purchases, CPL, CPA, show-rate for Jan 2 orientation, refunds, NPS (Net Promoter Score).
Creative cadence: Rotate 3 video hooks + 3 audio hooks; keep best 2 weekly.
Scale rules: +20% budget if CPA ≤ target for 3 days; pause creatives > 1.2x CPA target.

Attribution notes: Pair channels to compound effect. CTV + digital audio lifts brand and response (SiriusXM Media), radio drives search (RAB study). SiriusXM Media+1

Rep Playbook—5 Prospecting Emails/DMs

1) Cold opener
Subject: How to Close Fitness Now: Start Jan 2 Pre-Sale
“Quick win for January: buy now, start Jan 2. Low friction for your customers, predictable onboarding for you. Can I send a one-pager with scripts and a 2-week launch plan?”

2) Social proof follow-up
“January is the peak for joins in most markets. Our Start Jan 2 Pre-Sale bundles orientation + coach time to improve show-rate and retention. Want a sample landing page?”

3) FSE education nudge
“People act after ‘fresh start’ dates. We use that bias with How to Close Fitness Now: Start Jan 2 Pre-Sale—commit now, begin later. Here’s the short read I reference in pitches: Fresh Start Effect.”

4) Deadline push
“Pre-sale ends Jan 1 at 11:59 pm. I can hold 50 spots and launch CTV + radio + paid social in 72 hours. Want me to queue the creatives?”

5) Final ‘easy yes’
“I can start with the Starter bundle and upgrade once you see results. It’s the least-risk way to test How to Close Fitness Now: Start Jan 2 Pre-Sale.”

Case Examples You Can Cite (and Link)

Conclusion

How to Close Fitness Now: Start Jan 2 Pre-Sale is a seller’s shortcut. It captures December demand. It delivers January outcomes. It relies on proven timing psychology. It packages value without eroding price. It also uses a simple, trackable, omni-channel plan (digital + TV/CTV + radio). This plan can be executed quickly by small and medium businesses. Keep the focus keyword tight. Use UTM discipline. Schedule orientation capacity. Your January pipeline looks a lot less like hope—and a lot more like math.

FAQs

1) How do I price How to Close Fitness Now: Start Jan 2 Pre-Sale without discounting?
Anchor to value. Reserve fee now (applied to first month), add orientation and coach time, and lock rates. Use Planet Fitness pricing context to show consumers accept value-based tiers. Business Insider

2) What if my client fears January no-shows?
Schedule orientations during purchase. Offer a Jan 2–15 window. Lean on Fresh Start Effect momentum. Use risk-reversal such as pause/refund by Jan 1. INFORMS Pubs Online

3) Which channels move fastest?
Paid social + search for immediate demand capture; CTV for scaled reach; radio/audio for search lift and local frequency. Pair CTV with digital audio for better outcomes and use radio to lift search. SiriusXM Media+1

4) What KPIs matter most in week one?
Lead volume, purchase CVR, CPA, orientation show-rate, and refund rate. Check creative frequency and landing page drop-offs daily.

5) Can this work for wellness clinics, not just gyms?
Yes—frame it as “assessment starts Jan 2” (chiro/PT/recovery). Keep the offer architecture identical: reserve now, start later, orientation included.

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