As the new year approaches, most studio owners brace for the “January rush.” But waiting for it isn’t a strategy. Preparation is.
The studios that thrive in the first quarter are not the ones with the best luck. They’re the ones that plan early, act intentionally, and nurture every new lead that walks through the door.
This guide is your blueprint for doing just that — transforming post-holiday energy into consistent, long-term growth.
Why January is your biggest opportunity
Every January, families look for new routines and commitments. It’s when parents finally sign their kids up for that martial arts class they’ve been eyeing, or adults decide it’s time to get fit again.
- More than 12% of all annual gym and studio memberships start in January, the highest of any month. But 80% of those new members drop off within five months if they aren’t engaged early.
- Studios that start communicating with leads before January see up to a 25% higher conversion rate than those that wait until the new year.
The takeaway is simple: the work you do in December directly impacts your January numbers.
To capitalize on that momentum, your strategy needs to balance lead generation, engagement, and retention. It’s not just about running a promotion — it’s about setting up systems that sustain growth beyond the first wave of interest.
Build momentum before the calendar flips
While some studios slow down during the holidays, the successful ones use this time to build anticipation for the new year. Here’s how to do the same.
Re-engage past leads
Reach out to people who took a trial class or asked about membership earlier in the year. Try a message like:
“Ready to start fresh in 2026? We’re holding limited spots for our January Kickoff Program.”
Past leads are three times more likely to convert than brand-new prospects when contacted before January. Even if they don’t sign up right away, reactivation campaigns show your consistency and professionalism.
Use short, personal messages (SMS or email) and include a clear call to action like “Reserve Your Spot” or “Book Your Free Intro Class.” If you have Amplify or a similar automation tool, let it handle follow-ups while you focus on preparing your team.
Launch a “New Year, New Skills” campaign
Frame your marketing around personal growth, not discounts. Parents love the idea of teaching their kids focus, confidence, and perseverance—qualities that fit perfectly with martial arts training.
Your campaign could include:
- A countdown on your website or social channels.
- A “Join before January 1” incentive, like a free uniform or waived registration.
- A visual calendar showing upcoming classes or programs.
Position this campaign as an invitation. Instead of “20% off membership,” say “Kick off 2026 with confidence and community.”
Share success stories early
Highlight belt promotions, milestones, or family testimonials. When potential members see real examples of growth, it humanizes your studio and builds trust. Video clips, quotes from parents, or simple progress photos go a long way.
According to Nielsen, 92% of consumers trust recommendations from people they know, and authentic, relatable stories outperform paid ads every time.
Optimize your online presence before the rush
January brings a 30 - 50% increase in local fitness-related searches, especially during the first two weeks of the year. Make sure your studio is easy to find and impossible to overlook.
Google Business Profile
Update hours, add fresh photos, and post about your new-year programs. Use keywords like “martial arts near me” or “kids classes starting January” in your posts to capture search intent. To read more about optimizing your Google Business profile, click here.
Website
Feature your January promotions front and center with a strong CTA such as “Reserve Your Spot for January Classes.” Add a countdown timer or banner highlighting the first start date of the year.
Make sure your landing pages load fast. A study from Google found that 53% of mobile visitors leave a site if it takes longer than three seconds to load. Your website is your brand’s online billboard, so make sure it’s fully functional and built to convert visitors into leads. Looking for an all-in-one solution? Explore our newest product, WebsitePro.
Social Media
Try and schedule at least 3 - 4 posts per week through early January. Mix up your content:
- Educational posts (“How martial arts builds confidence in kids”)
- Motivational quotes
- Behind-the-scenes moments (staff prepping for the new year)
- Community highlights (photos from holiday events or awards)
Studios that post on Google Business at least once per week see 35% more profile interactions on average.
Focus on retention, not just sign-ups
Attracting students in January is easy. Keeping them engaged through spring is what really drives profit.
Welcome new members thoughtfully
Send an automated welcome email that introduces your team, outlines what to expect in their first class, and links to helpful FAQs or videos. Include a photo of your instructors to build connection from the start.
Track attendance closely
Attendance in the first 30 days is the strongest predictor of long-term retention. Use software reports to track who’s showing up and reach out quickly if someone misses two classes in a row.
Plan for quick wins
Schedule a mini-belt test or progress challenge in February. New students who experience success early are more likely to stick with training long-term.
Train your team for consistency
Retention isn’t just about systems — it’s about people. Make sure your instructors and front-desk staff are aligned on how to greet, onboard, and encourage new members. Consistent experience builds trust, and trust builds retention.
According to Bain & Company, increasing customer retention by just 5% can boost profits by 25% to 95%.
Turn your community into your best marketing channel
Referrals remain the most effective and affordable growth driver for local studios. Families trust recommendations from people they already know.
Try these ideas:
- Host a “Bring a Friend Week” in January and reward both participants with a bonus class or small gift.
- Feature family spotlights in your newsletter or social posts to show real community bonds.
- Encourage online reviews. The week before New Year’s is perfect timing because families are reflecting on what’s made a positive impact in their lives.
According to Podium, 88% of consumers trust online reviews as much as personal recommendations.
You can also gamify referrals with leaderboards or monthly challenges. Something as simple as “Refer three friends, earn a limited-edition T-shirt” can spark engagement.
Measure your efforts and plan ahead
Your January campaigns shouldn’t end when sign-ups begin. Reviewing performance data helps you improve in February and beyond.
Track:
- Lead volume: How many inquiries did you receive, and from which channels?
- Conversion rates: What percentage of trials turned into memberships?
- Attendance consistency: How often do new members show up during their first month?
- Retention at 60 and 90 days: Who’s staying, and why?
If you use automation or CRM tools, build dashboards to visualize this data. Make small adjustments weekly instead of waiting for the quarter to end. The most successful studios iterate constantly.
Align your mindset and your message
Success in January isn’t just about systems and offers; it’s about mindset. Families can sense whether your energy is transactional or transformational.
When you talk about your programs, focus on outcomes, not logistics. Instead of “We have new classes starting,” try “This is where confidence, discipline, and friendship start.” That emotional connection drives long-term loyalty.
Encourage your staff to share the same message. When everyone communicates with clarity and enthusiasm, your brand feels unified and trustworthy.
Wrapping it up
The studios that dominate the new year don’t rely on luck. They prepare, execute early, and focus on both growth and retention.
Start by:
- Refreshing your website and social profiles
- Reaching out to past leads
- Launching your “New Year, New Skills” campaign
- Setting up systems that turn first-time visitors into loyal students
And if you haven’t finished planning your holiday promotions, check out our End-of-Year Holiday Strategy Guide for actionable ways to finish December strong and build momentum heading into January.
Here’s to a strong start and your best year yet.
