Uscreen: Driving digital membership during the holidays.

Why is the holiday season such a valuable window for promoting online memberships?

The holidays and New Year’s season are back-to-back peak periods for growth. It’s when audiences are most motivated to invest in themselves, as 38% of Americans say they set fitness goals at this time, and nearly a third say exclusive, convenient content motivates them to join online programs. Fourth quarter through first quarter is the most profitable window for membership launches.

What types of holiday campaigns tend to drive the most sign-ups?

The most successful campaigns combine incentive, accountability, and urgency. Annual discounts of 10% to 30% are the sweet spot for converting committed members without attracting churn-prone bargain seekers.

Community challenges, such as a “Finish Strong” or “New Year Reset,” bridge December into January and can increase retention rates. And “gift a friend” promotions where existing members get bonus content for buying someone an online membership appeal to last-minute shoppers.

How can clubs that have existing digital memberships make them feel fresh for the season?

Repackage what’s working. Bundle proven programs into short holiday-themed challenges or limited-time collections and incorporate a few live touch points or exclusive bonuses. You can also introduce three-month gift passes or relaunch core content as a “reset” or “kickstart” program to carry momentum into January.

The holidays are jam-packed with promotion noise. How can gyms stand out?

Lead with emotion, not discounts. Anchor your campaign around a feeling and outcome—like confidence, renewal, or belonging—and a memorable name like “Strong Start 2026.”

Align promotional messaging with seasonal themes like gratitude, renewal, and self-care. Phase your rollout from Black Friday through New Year’s Day, layering stories and video testimonials over clear, time-restricted calls to action.

How can clubs use their on-site community to grow online memberships?

Treat your digital offering as a member perk and an extension of the club. Demo it in-house, have group exercise instructors and personal trainers serve as advocates, and use QR codes for instant sign-up. Run hybrid challenges with in-club and online workouts to accommodate busy members during this season and turn curiosity into conversion.

What are common mistakes in digital membership promotions, and how can operators avoid them?

Starting too late, relying solely on deep discounts, overcomplicating offers or treating digital as separate from the core business. Instead, plan early, keep offers simple, and blend one incentive with one emotional hook and one urgency driver.Members typically can use these amenities with scanners, self-starting features, or remote access from the front desk. We also offer API integration with billing software where a member scans a barcode to use the unit. Gyms can choose which works best for them.