Industry Focus: Fitness & Wellness – New Year Insights
Vinny Pannutti, is the General Manager of Camel City Posters, a division of The Camel City Companies.
Co-op education is a core part of the Camel City Poster business model. The company offers clients weekly leads to drive Out-of-Home (OOH) sales, a testament to their commitment to client’s success. Here is the latest offering of co-op advertising brought to you by Camel City Poster.
As the New Year approaches, the fitness industry enters its busiest season. From January through March, gyms, studios, and wellness brands experience a surge in consumer interest, driven by New Year’s resolutions. In 2025, approximately 96 million Americans—60% of adults setting resolutions—intend to focus on health, fitness, and exercise, making it the most popular goal for the year. Among these, 50% aim to build muscle, 44% seek a regular exercise routine, and 42% prioritize mental health through physical activity. healthandfitness
Access to fitness facilities is critical: 88% of resolution-setters say gym access is important, with 61% rating it “very important.” Most plan to maintain their current membership (58%) or join a new facility (23%) in 2025. However, affordability remains a challenge, as nearly one-third cite cost as a barrier to achieving fitness goals. fitbizweekly
January is consistently the top month for new gym memberships, accounting for 12% of annual sign-ups. Yet, retention is a challenge: 50% of new members quit within six months, and 80% of January joiners drop off within five months. The average gym member visits twice per week, but 67% never use their membership. gitnux
The U.S. fitness industry is robust, with over 64 million gym members and annual revenues exceeding $35 billion. Globally, the market is valued at $257 billion in 2024 and is projected to reach $435 billion by 2028.gymmasterbizplanr
Recommendations:
- Proactively position available inventory to fitness and wellness advertisers, as their marketing activity peaks during this season but continues year-round.
- Integrate digital and poster campaigns with annual bulletins to highlight gym offerings and capitalize on increased consumer engagement.
- Consider affordability and retention strategies, such as introductory offers and member engagement programs, to maximize impact.
Please let us know if you need further data or support in targeting this high-opportunity sector.
Contact us for more artwork examples that showcase creative well well-suited for fitness brands looking to maintain visibility and momentum during this high-engagement season.
Engage with the client on creative, especially non Corporate Gyms. A good piece of creative can keep people signing up year round. The goal is to create a need to get new clients in the gym, use holidays, special events to tie in the creative with over eating/drinking to getting healthy.
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