End-of-year goal-setting event open to members and their guests

In the first week of January, host a free evening session where members set a written fitness goal for the year and can bring one guest for free. Collect guest contact information at check-in and follow up within three days with a trial offer.

Why it works: January brings people who are already thinking about fitness goals, and letting members bring a guest turns that interest into a warm introduction instead of a cold visit.