2024-01-20 15:29:21
Couple Emma Homo
Published 29 minutes ago, Updated now
Over the first two weeks of January, the RITM gym chain observed a 103% increase in new subscriptions. Ivan Kurmyshov / Ivan Kurmyshov – stock.adobe.com
After the holidays, many people start the year motivated to resume sporting activity or go on a diet… A golden opportunity that the sector does not fail to seize.
Who has never made a good resolution at the start of the year to pay attention to their figure? In January, the well-being and fitness industry is riding the “good resolution” why “month of motivation. The Fitness Park gym chain offers 4 weeks of subscription as well as membership fees, Neoness allows you to benefit from 8 weeks of subscription for 0 euros; and Weight Watchers a 60% reduction in the 12-month subscription to its slimming programs… Promotions are multiplying and the number of members of slimming and sports programs has significantly increased over the first two weeks of 2024.
Even if the start of the school year was late, with the return from vacation on Monday January 8, “we are seeing a real peak in attendance at our sports halls which will continue over the coming weeks. We hear everywhere from our members about ‘good resolution’ with a real well-being effect typical of the month of January”, explains Delphine Bassompierre-Sewrin, marketing director of RITM fitness clubs. On the dietary side, “the motivation for a diet is simpler at the beginning of January with the tiredness of rich holiday meals »comments dietician and slimming coach Hélène Defretin.
“Motivation month”
In fact, every year the “motivation month » – in the terms of Weight Watchers – is particularly profitable, for example, to fitness club networks: between December 2022 and the first two weeks of January 2023, RITM thus observed an increase of 103% in new subscriptions, for growth turnover of 17%. For comparison, the increase in subscriptions between August and September 2023 was 82%.
Also read: Boxing or yoga in the dark? The “obscure” trend in sports clubs
Getting back into shape benefits the dietetics business more timidly, according to Hélène Defretin, even if “we feel stronger motivation in January”. In 2023, the month of January represented 10.26% of its annual turnover, compared to 8.21% for the month of December. While in 2022, the proportions were respectively 8.61% for January and 5.62% for December.
Most people wait until January to pay more attention to their diet in order to don’t deprive yourself during the holidays the end of the year. But the dietitian recalls that “In reality, there is no good month to start eating a balanced diet. The important thing is that the person is willing to pay attention to what they eat, but no month is easier than another: between the pancake, Easter, summer vacation… There is always an excuse , so above all you need motivation”.
Sports activity, Great national cause 2024
Beyond the effectgood resolution“, the Olympic momentum is pushing the French to take up sport in the run-up to the Paris 2024 Olympic Games, according to the marketing director of RITM. “The proliferation of fitness programs, such as ‘Move 30 minutes every day’, also benefits our clubs a lot”, underlines Delphine Bassompierre-Sewrin. This dynamic promises to continue all year round, particularly since sporting activity has been promoted as Great National Cause 2024 by the government.
Benoît Mazerat, general director of Episod sports studios, is more skeptical about this supposed Olympic craze. According to him, the increase in attendance at sports halls (by 15% between January 2023 and January 2024 for Episod studios) is mainly due to a change in mentality among the younger generation. “We now have a generation which, for mainly aesthetic considerations, wants to have a body that it likes and which also seeks to counter your anxiety through sports. I am convinced that the worse society gets, the more people will exercise to find a balance.” Whatever the case, there is one point on which players in the sector agree: the important thing is to maintain the motivation of the month of January to go beyond the stage of a simple resolution for the new year.
”
data-script=”
>
#good #resolutions #fitness #industry #happy