After the baklava, the gym starts/ Demand for subscriptions increases by 30% at the beginning of January

2025-01-08 07:34:00, Ekonomi CNA

After the baklava, the gym starts/ Demand for subscriptions increases by 30% at

Every year, the beginning of January brings with it a recurring phenomenon: the significant increase in demand for gym memberships.

This trend, known everywhere in the world as the "New Year's effect", reflects the desire of many people to start a new chapter with healthier and more active goals. After New Year's turkey, baklava or Russian salad, everyone rushes for gym memberships to get the body shape they want.

But what is driving this growth and how long does the enthusiasm last?

New Year's resolutions are often catalysts for lifestyle changes. One of the most common goals is to improve physical health and well-being. This commitment is reflected in an increase in subscriptions to gyms, which often report a 30% increase during the first weeks of January, according to managers of several fitness centers in Tirana.

According to Angelfitness Gym, one of the most frequented gyms in the capital, during the first two weeks of January there is a doubling of new customers compared to other months. "Most are motivated by a desire to lose weight or build a healthier lifestyle after the holidays," says one of the trainers at the gym.

Another factor that contributes to the increase in demand are the offers and promotions that gyms organize in this period. Subscriptions at low prices, offers for groups of friends and personalized programs are some of the strategies that gyms like GoFit Albania use to attract customers. One of the trainers who have been there for years, emphasizes: "January is the time when people are more open to change. For this reason, we focus on promoting youth programs and courses for beginners."

Although January is the peak month for gym memberships, the main challenge for fitness centers is customer retention. According to a study by the International Health, Racquet & Sportsclub Association (IHRSA), worldwide, only 20% of customers who sign up in January continue to attend the gym after March.

Fitness expert Úngjëll Maliqi suggests that the reasons for this trend are related to the lack of long-term planning and high expectations. "Most people don't see exercise as a sustainable investment, but as a quick fix to meet short-term goals," he says. According to him, it should be quite the opposite, but Albanians over the years want results quickly and tirelessly.

New Year's resolutions create a collective motivational effect, where people feel more inclined to join new activities. Meanwhile, social networks play an important role by driving engagement through exercise photos and videos.

"Today, a large part of subscriptions is influenced by posts that show personal improvements and physical achievements," says one of the trainers at the "Repeat" sports center in the capital.

The prices of subscriptions to the gym have remained at the levels of previous years, they vary on average 4000 ALL per month, 5 days a week, but sports offers have been added that include fitness, swimming, spa, whose subscriptions reach 13000 ALL per month. / Monitor magazine