End-of-Year Checklist: Must-Dos for Fitness Business Owners
Practical advice from industry veteran Debbie Bellenger on reviewing memberships, planning promotions and streamlining operations
As 2024 winds down, fitness studio and gym owners are at a critical moment to reflect on the past year and strategize for a strong start to 2025. While the hustle and bustle of January may feel just around the corner, December offers a unique opportunity to pause, evaluate and prepare for success in the year ahead.
To help business owners make the most of this transitional period, Athletech News turned to Debbie Bellenger, a seasoned wellness leader and consultant with decades of industry expertise.
With a career spanning leadership roles in healthcare systems, YMCAs and corporate wellness programs, Bellenger has earned numerous accolades, including a Fellowship from Medical Fitness Association, the 2023 Marla Richmond Educator of the Year Award from the Medical Fitness Association and the 2017 IDEA World Program Director of the Year. Through her consultancy, DB Fitness and Wellness Solutions LLC, she focuses on operational excellence, long-term resilience and delivering measurable value in wellness initiatives.
Here, Bellenger shares her expert insights on how fitness operators can close out 2024 with purpose and step confidently into 2025.
Top Priorities for December
When asked about the most crucial tasks for fitness business owners to prioritize in December, Bellenger highlights three key focus areas.
First, she stresses conducting a comprehensive review of 2024 financials.
“Look at trends, missed goals and identify opportunities for improvement,” she says. “This analysis not only helps owners understand what worked and what didn’t but also provides a foundation for building realistic budgets for the upcoming year.”
Next, she emphasizes the importance of assessing member needs. “Conducting an annual member survey is essential to gauge satisfaction and uncover areas for growth,” Bellenger advises. “This is the time to ask members about their experiences, identify wins and pinpoint future needs for programs, products, and services.”
Finally, she encourages gym owners to celebrate their successes. “Host a year-end celebration —- a holiday party that leans into social fitness can be a great way to bring members together,” she suggests. “Use this event to showcase new offerings for 2025 and create a sense of excitement.”
The Value of Membership Data
Membership data is a goldmine of insights, particularly at year-end. However, Bellenger emphasizes that regular monitoring throughout the year is even more critical.
“Year-end data is important, but monthly reviews of key metrics like new membership units, retention rates, and attrition rates are even more valuable,” she explains. “This ensures there are no surprises when December rolls around.”
Analyzing year-over-year trends and ancillary revenue streams can also reveal new opportunities. For instance, underperforming programs might indicate areas where adjustments are needed. “Data tells the story of your business,” Bellenger adds. “Use it to make informed decisions and refine your approach.”
Maximizing December’s Potential
Many gym owners fall into the trap of assuming December will be a slow month, but Bellenger advises against this mindset.
“Expecting volumes to drop in December is a common mistake,” she says. Instead, she suggests leveraging the holiday season to build momentum with creative initiatives like wellness challenges, free day passes and open houses.
“Be creative in securing more of the market over the holiday season,” she says. “January is too late to start building traction.”
Operational Efficiencies to Implement
Streamlining operations as the year ends can help gym owners reduce costs and improve member satisfaction. Bellenger recommends these practical steps:
- Adjust class schedules and operating hours during the holidays to reflect attendance patterns and save staff hours.
- Encourage members to bring their own mats and towels to promote hygiene and reduce overhead costs.
- Invest in energy-efficient lighting for long-term savings.
- Partner with local businesses to offer member discounts on workout essentials like water bottles and apparel, eliminating the need for clubs to stock inventory.
“These small adjustments can lead to significant savings and efficiency gains,” Bellenger notes.
Goal-Setting for 2025
Goal-setting is an essential part of year-end planning, and Bellenger encourages fitness operators to approach this task strategically.
“Look at financial performance from years prior to the pandemic and during the pandemic to create the best future casting,” she suggests.
Breaking budgets into minimum, mid, and maximum scenarios for each line item can help owners prepare for a range of outcomes.
In addition to financial planning, Bellenger highlights the importance of tapping into local markets. “Start with your existing members who own businesses or are involved in local organizations,” she says. “There’s often a lot of low-hanging fruit within your immediate circle of influence.”
Final Advice
To stay ahead of industry trends, Bellenger advises gym owners to invest in ongoing education. “Do your homework and stay informed,” she says. “Attend webinars, conferences and maintain professional memberships to keep up with broader trends like hybrid fitness, wellness integrations and technology adoption.”
As 2024 wraps up, Bellenger leaves fitness operators with a powerful reminder: “Plan for success, not surprises. The work you do in December sets the tone for 2025.”