Finish Strong: How Fitness Business Owners Can Dominate the Final Weeks of 2024

As the year winds down, many fitness business owners fall into the trap of slowing down—letting opportunities slip away.

In the latest episode of Profit Made Simple, Dan Henderson challenges this mindset, sharing actionable strategies to help fitness entrepreneurs finish the year strong. With 40 days left in 2024, now is the time to stay focused, go harder, and set yourself apart.

Here’s how to make the rest of the year your most profitable yet.

The Trap of Early Quitting

It’s common for business owners to start easing off the pedal as the holidays approach. Dan observes many operators “putting the queue on the rack,” effectively surrendering the last weeks of the year. This approach not only forfeits potential revenue but also hinders momentum for the upcoming year.

Key Insight: Winners stay in the game until the buzzer sounds. By staying committed, you’ll gain a competitive edge over those who’ve already checked out.

1. Keep Engagement High

Client engagement is critical as many people begin to mentally check out during the holiday season. Here’s how to keep your community motivated and connected:

Increase Communication: Regular touchpoints through emails, texts, or app notifications help maintain focus.

Launch Accountability Challenges: Create simple, effective programs like logging workouts or food intake. Add incentives like prizes or peer competition to drive participation.

Use Tech Tools: If you have Myzone or similar tools, consider hosting a fitness challenge to build camaraderie and consistency.

These initiatives remind clients why they’re with you and keep them committed through the distractions of the season.

2. Capitalise on Revenue Opportunities

The final weeks of the year offer numerous ways to boost cash flow and attract new clients:

Black Friday Promotions

Black Friday is a prime opportunity to make bold, irresistible offers:

Paid-in-Full Deals: Offer discounts for 6- or 12-month commitments to secure upfront revenue. Add value with free resources, workshops, or merchandise to make the deal even sweeter.

Client Reactivations: Reach out to past clients with enticing offers like “Buy One, Gift One” memberships or discounted transformation programs.

Pro Tip: Don’t rely on a single email. Use a multi-channel strategy with texts, emails, and social posts to remind your audience of the urgency.

Short-Term Programs

Long programs may deter sign-ups during the busy holiday season. Instead, run 14- to 21-day offers like “Rapid Results” or “Summer Shred.” These programs promise quick wins, motivating potential clients to start now.

Stay Open While Competitors Close

Many fitness businesses shut down for the holidays, missing a golden opportunity. With New Year’s resolutions on the horizon, people are primed to make changes between Boxing Day and early January.

Strategy: Operate on a skeleton schedule during the holidays, closing only on public holidays. Use this period to attract new clients and retain existing ones.

Fun and Engaging Holiday Campaigns

Keep your clients active and engaged with creative, festive initiatives:

No Weight Gain Challenges: Charge a small buy-in fee (e.g., $20) and refund it if clients maintain their weight. Alternatively, donate the fees to charity.

12 Days of Christmas Challenges: Encourage clients to share their progress on social media with fun daily goals, building buzz around your business.

Use the momentum from the holiday season to position your business for a strong start in 2025. Enrol clients in exciting New Year programs before December ends. Include features like excursions, awards, and guest trainers to make the program irresistible.

Mindset Shift: Don’t wait for New Year’s resolutions to inspire action—create excitement and commitment now.

• Shift Your Mindset: Commit to making the most of the final weeks of 2024.
• Increase Engagement: Use challenges, regular communication, and accountability tools to keep clients focused.
• Leverage Revenue Opportunities: Run paid-in-full offers, reactivations, and short-term programs to boost cash flow.
• Stay Open During Holidays: Operate strategically to capitalise on peak demand.
• Prepare for 2025: Launch New Year programs early to lock in client commitments.

The final weeks of the year offer unparalleled opportunities to grow your fitness business. While others slow down, you have the chance to dominate by staying focused, engaging clients, and running strategic campaigns. As Dan Henderson emphasises, it’s not just about working harder but also working smarter to set the stage for a successful 2025.

Let’s finish 2024 strong—because the winners are the ones who refuse to quit.