Safety Isn’t a New Gym Membership
A culture of safety is key to success.
Each January, as we look to the year ahead and all it might offer, millions of Americans purchase gym memberships for themselves or a friend or family member hoping that “this is the year” they will finally get in shape. Gyms know this and cleverly exploit our collective predictability.
Toward the end of the year prior and throughout January, gyms and fitness studios go all out to sell consumers steep discounts on memberships if they just agree to purchase a full year in advance. But while many see this as the motivation they need finally to begin the “road to their best self,” the fitness industry knows something most never consider.
The majority of New Year’s resolutions fail.
In fact, the numbers are quite startling. Research shows that 95 percent of New Year’s resolutions are fitness related, but after just three months, only 10 percent of people believe their resolution will last. Even worse, 43 percent of resolutioners expect to give up their goal after just one month.
Gyms count on this. Even a 50 percent discount on a full-year membership nets a 600 percent return on customers who stop going after one month and 300 percent from those who quit after two months. The gym’s money still doubles by the time everyone else quits in March. The few folks who take advantage of their discounted year have virtually no impact in the end.
Safety Resolutions and Why They Matter
June was National Safety Month across the United States, and thousands of companies took advantage of the opportunity to market their safe work environment or implement new safety initiatives. Unfortunately, much like New Year’s resolutions, once the appeal and marketability of a safety-themed month wear off and July rolls around, many companies move on to whatever the next advantageous initiative might be.