In winter, gym attendance often drops due to cold weather, holiday distractions, and shorter days. But this season also offers unique opportunities for fitness businesses to engage members and attract newcomers. SMS campaigns, with their high open rates and direct impact, are a powerful tool to keep members motivated and active. Here’s how:
- Understand Seasonal Behavior: Cold weather, holiday plans, and even winter blues discourage gym visits. Acknowledging these challenges in your messaging makes campaigns more relevant.
- Re-engage Members: Spot members who’ve been inactive for 14-30 days and send personalized, friendly check-ins.
- Seasonal Campaigns: Promote indoor classes, holiday-themed challenges, and motivational reminders tailored to winter struggles.
- Holiday & New Year Offers: Use SMS to drive Black Friday sales, pre-sell January programs, and offer New Year resolution packages.
- Winter Challenges: Create short-term goals like "12 Days of Fitness" or "Winter Warrior Challenge" to keep members consistent.
- Personalized Messages: Celebrate milestones, anniversaries, or workout streaks to boost morale and engagement.
- Compliance: Ensure SMS campaigns follow regulations, especially during high-volume periods like holidays.
SMS is a direct and effective way to cut through seasonal distractions, keeping your members connected and motivated while boosting revenue during slower months. Tools like RevText simplify campaign management with automation, keyword responses, and performance tracking. Winter doesn’t have to mean a slowdown – smart messaging can turn it into a growth season.
How Winter Affects Member Behavior
Winter has a way of shaking up routines, and for gym members, it’s no different. To craft effective SMS campaigns, it’s important to understand how the season impacts their habits. The colder months bring a unique set of challenges that can directly influence gym attendance and engagement across the U.S.
Cold weather and shorter days create hurdles that are hard to ignore. When temperatures drop and daylight hours dwindle, even the most dedicated gym-goers can struggle. Snow-covered parking lots and icy sidewalks make getting to the gym feel like a chore, while the lack of sunlight can sap motivation.
Holiday distractions add another layer of difficulty. Between Thanksgiving dinners, Christmas shopping, office parties, and family trips, schedules quickly fill up, leaving little room for fitness.
On top of that, Seasonal Affective Disorder (SAD) and the winter blues can weigh heavily on motivation and energy levels. For fitness businesses, this presents a double challenge: keeping members engaged during a season when many are feeling drained, even as New Year’s resolutions spark renewed interest. Interestingly, SMS campaigns tailored to these seasonal struggles have been shown to drive a 760% increase in revenue compared to generic messaging. This underscores just how crucial it is to understand and respond to these seasonal shifts in behavior.
Getting Members Back with SMS
SMS offers a powerful way to re-engage members who may be slipping away during the winter months. The key is to spot at-risk members early – those who haven’t visited in 14 to 30 days or whose attendance is noticeably dropping – and reach out with messages that feel personal and relevant.
Start with a friendly check-in that acknowledges their absence without applying pressure. For example:
"Hey Sarah, we’ve missed you at the 6 AM spin class! Is everything okay?"
This kind of message reminds members that they’re valued while opening the door for re-engagement.
Next, highlight what they might be missing out on. Winter is the perfect time to promote indoor-friendly options like hot yoga sessions, indoor cycling, or virtual training – solutions that sidestep weather-related challenges.
You can also sweeten the deal with targeted incentives. Free personal training sessions can help members get back into the swing of things, while discounts on winter workout gear address seasonal needs directly.
Winter SMS Campaign Examples
Here are some creative SMS ideas to tackle common winter fitness obstacles:
- Challenge-based campaigns: Engage members’ competitive side during the holidays. For instance:
"Beat the holiday bulge! 21-Day Holiday Hustle Challenge starts Monday. Stay consistent through New Year’s – text JOIN to sign up!"
- Weather-responsive messaging: Show you’re in tune with local conditions. After a snowstorm, you might send:
"Snow day? Our heated studio classes are running all day. Reserve your spot – reply CLASS now."
- Motivational tips: Share quick, uplifting messages that go beyond promoting classes. For example:
"Exercise boosts endorphins to combat winter blues – join tonight’s 7 PM strength class!"
- Success stories: Inspire members by sharing peer achievements. For example:
"Member spotlight: Lisa lost 8 pounds in December by sticking to her indoor cycling routine. Want her workout plan? Reply YES and we’ll send it over!"
- Team connection messages: Build a sense of community during the isolating winter months. A message like:
"From our trainers: ‘We know January is tough, but you’ve got this! We’re here every step of the way. See you at tomorrow’s morning classes!’"
can make members feel supported and motivated to stay on track.
Winter doesn’t have to mean a drop in engagement. With the right SMS strategies, you can keep your members active and connected, no matter the season.
Holiday and New Year SMS Campaigns
The holiday season is a golden opportunity for fitness businesses to boost revenue. With holiday shopping in full swing and New Year’s resolutions just around the corner, SMS campaigns can drive immediate sales while setting the stage for long-term engagement during the winter months.
As people start planning their health goals for the new year, well-timed SMS offers can lock in early commitments. This creates a perfect mix of holiday promotions and pre-sales for future programs, ensuring a steady flow of business.
Holiday Promotion SMS
Black Friday and Cyber Monday are massive revenue generators, and SMS campaigns can amplify their impact. The trick is to create urgency while offering deals that resonate with both gift-givers and those focused on self-care.
Flash sales are especially effective during this time. For example:
"🔥 BLACK FRIDAY FLASH: 50% off all personal training packages! Valid until midnight tonight – reply TRAIN to claim yours!"
For Christmas, focus on the gift-giving spirit. Many people want to give the gift of health but might not know how to present it. Use SMS to showcase gift memberships, training sessions, or wellness packages:
"Give the gift of health this Christmas! 🎁 Gift memberships starting at $99 – includes a welcome package and free fitness assessment. Text GIFT"
New Year’s Eve is another prime moment to connect with those eager for a fresh start. Campaigns that transition from holiday indulgence to New Year goals can be highly effective:
"Ring in 2025 with purpose! Join our New Year Kickstart program – early bird pricing ends Dec 31st. Save $100 when you text START!"
These promotions not only leverage the holiday buzz but also position your business to secure memberships ahead of January.
Selling January Programs Early
December is the ideal month to pre-sell January programs. By locking in participants early, you’ll be ahead of the competition scrambling for resolution-driven sign-ups come January 1st.
Early bird offers are a great strategy, combining limited-time pricing with guaranteed spots. People love planning ahead, especially when there’s a financial benefit involved. For example:
"Beat the January rush! Our 30-Day Transformation Challenge starts Jan 6th – only 25 spots available. Lock in your spot at $50 off: text TRANSFORM now!"
When promoting New Year programs, tap into the excitement of fresh starts while addressing common concerns about sticking to resolutions. Show empathy and offer tangible solutions:
"This year will be different! Our 2025 Resolution Success Program includes personal coaching, meal plans, and accountability check-ins. December special: 3 months for the price of 2. Text SUCCESS to start!"
Pre-selling not only secures early revenue but also helps balance cash flow during December, which can otherwise be a slower month. While some members may be traveling or taking a break, having a pipeline of engaged prospects ensures a strong start to the new year.
Another opportunity lies in membership upgrades. Encourage current members to elevate their fitness journey for the upcoming year with early upgrade deals:
"Ready to level up in 2025? Upgrade to unlimited classes before Jan 1st and save 25% on your first three months. Text UPGRADE to speak with our team!"
With tools like RevText’s automation features, you can easily set up drip campaigns to keep these early sign-ups engaged. Schedule welcome messages, program reminders, and motivational content to maintain excitement throughout December and into January.
Winter Challenges and Member Accountability
Winter can be tough for staying active – cold weather, holidays, and shorter days all throw routines off track. That’s where winter challenges come in. These programs focus on short-term, achievable goals that keep members moving and engaged. By pairing these challenges with SMS updates, you create a system of consistent check-ins and accountability that helps members stick to their plans.
Instead of overwhelming members with big, long-term goals, these bite-sized challenges offer quick wins. Seeing progress early on builds confidence and keeps motivation alive throughout the colder months.
Winter Challenge Ideas
Here are a few challenge ideas designed to fit the season and keep things fun:
- "12 Days of Fitness": Perfect for the holidays, this challenge assigns a different focus each day, like strength, cardio, flexibility, or mindfulness. It keeps workouts fresh and fits around busy holiday schedules.
- "Winter Warrior Challenge": A four- to six-week program that emphasizes building strength and endurance. Participants earn points for attending classes, completing workouts at home, or hitting specific milestones.
- "Cozy Season Consistency": This challenge is all about showing up. Members commit to moving for at least 20 minutes daily – whether it’s a gym session, a winter walk, or a quick home workout. The goal is consistency, not intensity.
- "New Year Prep Challenge": Starting mid-December, this three-week program bridges the gap between holiday indulgence and New Year’s resolutions. It helps members maintain their fitness base so they start January strong.
- "Beat the Freeze": Add a fun weather twist! On days when the temperature dips below 32°F, members commit to matching their activity time to the temperature. For example, on a 20°F day, they might aim for 20 minutes of exercise. It’s a playful way to stay active during freezing months.
To make these challenges even more effective, integrate SMS updates at every step.
SMS for Challenge Support
SMS messages turn these challenges into interactive, engaging experiences. Here’s how to use them effectively:
- Daily Check-ins: Send reminders and encouragement to keep members focused, even when bad weather or holiday commitments get in the way.
- Morning Motivation: A quick text around 7:00 AM can inspire members to prioritize their fitness for the day without feeling intrusive.
- Progress Tracking: Make accountability simple. Members can text back codes like "DONE" after workouts or share how many minutes they exercised. No apps or complicated systems needed.
- Real-Time Updates: Use SMS to send live encouragement during sessions or weather-related updates. For example, if a snowstorm hits, suggest home workouts or reschedule events to keep everyone on track.
- Milestone Celebrations: Don’t wait until the end of the challenge to recognize effort. Send congratulatory texts when members hit weekly goals or maintain consistency. These small recognitions can be the extra push someone needs to stay motivated.
With tools like RevText, you can automate daily motivation, weekly check-ins, and milestone celebrations. The platform’s keyword reply feature makes it easy for participants to log progress or ask questions without interrupting their workout flow.
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Personalization, Targeting, and SMS Compliance
Craft SMS messages tailored to each member’s status – whether they’re active, inactive, or new – to make a meaningful impact during the winter months. This is especially important as attendance patterns shift and compliance regulations become more stringent.
Targeting Different Member Groups
Active members thrive on motivation and recognition, so focus on keeping their momentum strong with reminders about classes or exclusive member perks:
"Sarah, you’ve crushed 12 workouts this month! Ready to tackle our new HIIT class tomorrow at 6 PM?"
Inactive members need encouragement without pressure. Gentle messages that remove barriers can help rekindle their interest:
"Hey Mike, we know December gets crazy. Come back with a free guest pass this week – no pressure, just move at your own pace."
New members who joined in the fall may need extra support in their first winter. Focus on fostering community and celebrating small wins rather than pushing intense challenges.
Timing also plays a big role. For example, sending re-engagement texts to inactive members on Sunday evenings works well, as many people are planning their week. Active members, on the other hand, respond better to same-day class reminders or next-day scheduling messages.
Once you’ve segmented your audience, personalized recognition can create even stronger connections.
Personal Achievement Messages
Tracking milestones like class attendance or workout streaks allows you to send short, meaningful messages that celebrate each member’s progress:
"Jessica, that’s 15 classes in January – you’re absolutely crushing your New Year goals!"
Workout anniversaries are another great opportunity to engage:
"Happy 6-month gym anniversary, Tom! You’ve attended 47 classes and tried 8 different instructors. Here’s to the next six months!"
Milestones with specific numbers can be especially motivating:
"Chris, you just hit your 25th workout this winter! That’s 25 times you chose your health over staying cozy at home. Keep that momentum going!"
With messaging volume increasing during the winter season, staying compliant ensures your campaigns remain effective.
Following SMS Rules During Busy Periods
Winter is one of the busiest times for SMS campaigns, with Black Friday deals, holiday promotions, and New Year’s marketing creating a surge in text traffic. To maintain both compliance and deliverability, it’s essential to follow key guidelines.
TCPA and CTIA rules don’t take a holiday break. Every promotional text must have proper consent, clear opt-out instructions, and be sent at appropriate times.
10DLC registration is critical for improving delivery rates when networks are flooded with holiday messages. Without it, your New Year’s promotions could get filtered out just when members are most motivated.
Be mindful of message frequency during this busy season. Space out your texts and prioritize the most important ones to avoid overwhelming members during the already hectic holidays.
Timing restrictions are especially important when messaging volume is high. Stick to business hours and account for time zones to avoid sending texts too early or late, especially during unpredictable holiday schedules.
RevText offers tools designed specifically for the winter season, ensuring your campaigns remain engaging and compliant. These features handle opt-out language, timing restrictions, and 10DLC registration automatically, so you can focus on connecting with your members during this high-volume period.
Using RevText for Winter SMS Campaigns
RevText simplifies winter SMS campaigns for gyms by combining workflow automation, real-time engagement features, and performance tracking. These tools help keep members active and engaged, even during the challenges of harsh weather and the busy holiday season. Below, we’ll explore how RevText’s automation, instant keyword responses, and tracking tools can improve your winter SMS strategy.
Automated Winter Campaigns
With RevText, scheduling your winter campaigns becomes effortless. Its automated workflows can send motivational texts, onboarding sequences, and seasonal promotions right on time. For example, one gym reported a 30% increase in class attendance and a 20% boost in merchandise sales after launching an automated winter challenge.
Automation is especially effective during predictable slow periods. You can schedule motivational messages for weeks when attendance typically dips or set up automated responses for weather disruptions. For instance, starting January 2nd, you might send a series of re-engagement texts, followed by challenge invitations and class reminders spaced throughout the month.
Weather-specific triggers are another game-changer. When outdoor classes are canceled due to snow or ice, automated messages can suggest indoor or virtual alternatives. For example, members might receive a text promoting a cozy indoor yoga session or a link to a virtual workout, ensuring they stay active despite the weather. Next, let’s see how instant responses can transform engagement.
Instant Response Features
RevText’s keyword-triggered responses make it easy for members to take action in seconds. By texting specific keywords, members can join challenges, claim special offers, or get class details instantly. Popular winter keywords might include:
- "JOIN" for challenge sign-ups
- "WINTER" for seasonal deals
- "SNOW" for weather-related updates
For example, a gym could send:
"Snowed in? Text INDOOR for a free virtual class link!"
This quick-response system encourages participation and boosts engagement rates.
During flash sales or last-minute class changes, these features become even more critical. Imagine a snowstorm hits, and your indoor class needs more attendees. Members could simply text "YES" to reserve a spot. Similarly, signing up for a program like the "21-Day Holiday Hustle" becomes seamless when participants text "HUSTLE", triggering automatic enrollment and follow-up motivational texts.
Campaign Performance Tracking
RevText’s reporting dashboards let you track the success of your winter campaigns by monitoring metrics like open rates, click-through rates, opt-outs, and conversions. Key insights include:
- Engagement rates for different message types
- Challenge participation numbers
- Changes in attendance after specific texts
You can also analyze how timing affects engagement – for example, comparing the impact of Sunday evening reminders versus Tuesday morning texts.
Seasonal data comparisons provide a deeper perspective. By reviewing year-over-year performance, you can identify which strategies worked best and replicate those successes. This data-driven approach allows you to refine your campaigns, ensuring they resonate with members and keep them engaged throughout the winter season.
Conclusion
Tailored SMS campaigns can do more than just address winter challenges – they can turn them into opportunities for growth. By cutting through seasonal distractions, SMS messages help keep members engaged and connected. From holiday promotions to creative winter challenges, these campaigns can boost revenue during traditionally slower months.
The success of winter SMS campaigns lies in understanding your audience and delivering timely, relevant messages. Whether it’s filling last-minute class slots during a snowstorm, offering indoor alternatives to outdoor workouts, or kicking off a "12 Days of Fitness" challenge, these strategies ensure members stay active and involved when attendance might otherwise dip.
With tools like RevText, implementing these ideas becomes simple. Features like automation, instant keyword responses, and performance tracking make it easy to manage campaigns while adhering to SMS regulations. Plus, RevText scales to meet the needs of businesses of all sizes, making it a versatile solution.
Focus on strategies that align with your business goals, monitor their impact, and build on what works. Winter doesn’t have to mean a slowdown in memberships or revenue – with the right SMS approach, it can be a time to strengthen member relationships and maintain steady growth.
FAQs
How can fitness businesses use SMS marketing to keep members engaged during the winter season?
Fitness businesses can tap into SMS marketing during the winter months to keep members engaged and motivated. This season is a perfect time to promote indoor challenges, special classes, or seasonal programs. For instance, you could send a message like: “Don’t let the cold slow you down! Our 21-Day Winter Wellness Challenge kicks off Monday – text JOIN to secure your spot!” Messages like this can inspire members to stay active despite the chilly weather.
The holiday season and New Year also offer great opportunities for SMS campaigns. Share exclusive deals like discounted memberships or class bundles to attract attention. Personalized messages can work wonders too – congratulate members on their progress or re-engage inactive members with tailored offers. You can even use SMS for timely reminders or flash sales, creating a sense of urgency to fill last-minute class spots, especially during snow days or unexpected cancellations. These strategies not only help maintain attendance and boost revenue but also ensure your members stay on track during the colder months.
What are some effective SMS campaign ideas to keep gym attendance steady during the winter months?
To keep gym attendance steady during the winter months, try launching engaging SMS campaigns. For instance, run a seasonal fitness challenge like "12 Days of Fitness", where you send daily motivational messages and updates to keep participants inspired. Another idea is to send personalized invitations for events like open houses or community workout sessions, which can help reconnect with inactive members and build a stronger sense of community.
You can also leverage timely promotions, such as flash sales on memberships or class packages, to spark urgency and interest. By tailoring your messages to align with your audience’s goals and routines, you can keep them motivated – even when the weather outside is less than inviting.
How can fitness businesses stay compliant with SMS regulations during the busy holiday season?
To navigate SMS regulations during the holiday season, fitness businesses need to prioritize explicit written consent from recipients before sending any messages. Stick to appropriate messaging hours – between 8 a.m. and 9 p.m. local time – and never send promotional texts to individuals who haven’t opted in.
Tools like 10DLC registration can be invaluable for maintaining strong deliverability rates while staying aligned with industry rules. Also, include a simple opt-out option in every message to honor customer preferences and steer clear of potential penalties.
