New Year’s Resolutions for Gym Owners
From staff retention to AI and sustainability, these resolutions will future-proof your gym and keep members coming back for more
Resolutions: We all have them. As fitness enthusiasts set new goals for 2025, gym owners and operators have an opportunity to do the same — by prioritizing strategies that strengthen their teams, enhance member satisfaction and ensure their facilities stand out.
Staying relevant and competitive in 2025 starts with clear priorities. These eight resolutions will help guide your strategies and keep them front and center throughout 2025.
1. Prioritize Your Team
Your gym is only as strong as the people running it. Beyond their roles, your staff sets the tone and vibe every day. Workforce challenges like high turnover and constant rehiring can be your kryptonite, so focus on staff retention.
- Pay them well and recognize their contributions
- Invest in advanced certifications and training
- Reinforce their work with regular support, feedback and professional growth opportunities
Ask yourself every day “What can I be doing to better support and empower my team?”
2. Double Down on Recovery and Wellness
Recovery is now a cornerstone of fitness, and is featured as a top 2025 trend by the American Council on Exercise. While you likely already have a recovery space, the New Year should be about continual enhancements to make it stand out.
- Explore cutting-edge tools like cold plunges, cryotherapy and infrared saunas
- Consider immersive experiences like virtual reality meditation stations or sensory sound therapy
- Pilot new wellness programs or add recovery-focused workshops to test member interest
3. Keep an Eye on AI
AI is infiltrating fitness, and while its full impact is yet to be realized, staying aware is critical. Explore AI-powered tools that:
- Provide virtual training guidance or personalized workout plans
- Integrate your operational and marketing tasks to free up staff for deeper engagement with members
- Use member data to create smarter, more personalized gym experiences
A tech-forward gym not only meets the rising expectations of today’s members but also streamlines operations, making it easier for owners and staff to add more value.
4. Future-Proof Your Gym Spaces and Equipment
Evolving trends demand adaptable, forward-thinking spaces. This year, focus on:
- Hybrid zones: Spaces for virtual classes, functional training and group sessions
- Open layouts: Accommodate the rising popularity of functional and strength training
- Modular equipment: Invest in versatile machines and smart devices that sync with wearables for a connected fitness experience
Bryan Green, founder and CEO of Aktiv Solutions says that what matters most at the gym is the ratio per user of simultaneous access.
“More generally, how can a mix of participants engage in kettlebell swings, a lateral lunge and a barbell squats, all without colliding?,” Green stated in an Athletech News article.
Regularly evaluate your equipment to ensure it is fresh, tech-forward and aligned with members’ evolving needs.
5. Focus on Sustainability
Being eco-friendly isn’t just good for the environment, it’s a smart business move. Reduce costs and attract environmentally conscious members by:
- Upgrading to energy-efficient lighting and HVAC systems
- Installing water bottle refill stations to encourage reusable bottles
- Incorporating recycled or sustainable flooring and equipment materials
Sustainability can be a standout differentiator for your gym. The gym of the future will not only prioritize personal well-being but will also take meaningful steps to ensure the well-being of the planet.
6. Elevate Member Personalization Through Data
Today’s gym-goers expect tailored experiences, and data is your best tool to deliver on that. If you are not already doing so, consider using technology, apps and wearable integrations to better understand and support individual member journeys.
- Offer personalized workout suggestions based on progress and goals
- Use member behavior data to identify trends, optimize class schedules and anticipate their needs
- Provide tailored nutrition tips, recovery plans or class recommendations through apps or in-person consultations
By leveraging data, you can transform generic memberships into high-touch experiences focused on personalized pathways for success.
7. Tap Into Your Local Community
While we all know it’s critically important to build community within your four walls, some gyms overlook the broader aspect. Building local connections that provide added value for your members can significantly strengthen your brand and your outreach.
- Support other health-related businesses in your area with joint advertising and shared discounts
- Host collaborative workshops or small business activations in your space
- Partner with schools and hospitals to get everybody moving
Creating a local ecosystem around your gym helps members feel connected and adds a unique, community-driven edge.
8. Think Outside the Box
Speaking of community…creative brainstorming with your staff on how you can further connect your members to the gym and to each other is always a good idea. You can test initiatives such as:
- Turning weekends into immersive wellness events featuring yoga, meditation, and more. Micro retreats can drive additional revenue while bringing members together in a deeper way
- Host movie nights featuring fitness or wellness documentaries during off-peak times
- Build a Member Content Hub with resources like workout videos, nutrition guides and wellness blogs, accessible through your website or app
The changes you implement this year don’t need to be costly or complex – just focus on evolving with member expectations, keeping your offerings fresh and staying forward-thinking to ensure lasting success.