“It is at the back of everyone’s mind,”, says Shraddha Seth, assistant general manager sales, Gold’s Gym India. “It’s everyone’s New Year’s resolution so January is our busiest month of the year. It’s not just women, but men as well,” she adds.
Gold’s, which has 10 branches in Mumbai, has seen double the number of enrollments this month, compared to previous months, with new members aged 16 to 60.
“Looking good is more important than ever before as people want to look good at parties. Even men are more conscious about how they look, especially if they have a belly. It’s not considered good to be overweight if you want to climb the ladder,” Seth adds. On average 30 per cent of the new members stop coming once the New Year’s resolution hype is over.
However Gold’s does everything possible to retain them, including organising Gold’s Gym marathons, dinners and trips to the movies, she says.“In our view retention is the key to success, not new members,” she adds.
The registrations at Leena Mogre Fitness, which has five gyms in Mumbai, have jumped 30 per cent this January compared to last January.And so far this month there have been 40 per cent more walk-ins than the average month.“They are all coming in motivated to lose weight,” Mogre insists.“People want variety so we are providing spinning classes, ashtanga, kickboxing, and power yoga,” she says. “While most of them do stick it out for the year and 10 per cent fall off,” she adds.
But Tawalkars, which has 40 gyms in Mumbai, bizarrely, has not seen any rise in new memberships this month. Girsh Talwalkar, director of Tawalkars, says: “We have not seen any rise in January, which we put down to the downturn.”