The New Year is a goldmine for parkour gyms. In January, people are motivated to make changes, get active, and discover new passions. For parkour gym owners, this is the perfect time to capture new members, whether targeting families with kids or adults chasing that "New Year, New Me" feeling.
This guide will give parkour gym owners (or anyone running a parkour fitness and coaching business) the strategies to make the most of the January rush, boost your leads, and set the stage for long-term growth. Let’s jump in!
Why January Is Prime Time for Parkour Gyms
It's the January New Year resolution craze, essentially.
January brings a surge of interest in fitness and self-improvement. People are looking for exciting, fresh ways to stay active, and parkour is the perfect fit.
Parents want to be seen as good parents doing right by their kids, so they should get their kids access to healthy, enriching activities in the new year.
For kids, it’s something new and a chance to discover a thrilling new sport.
Parkour is an unconventional and fun way for adults to get in shape.
Understanding these motivations helps you create marketing messages and offers that speak directly to your audience.
Family-Focused Marketing: Create a Year of Adventure
Motivate Parents to Invest in Their Kids’ Growth
Parents want to start the year feeling like it’s going to be a fantastic new year for their children. Position parkour as a new and exciting opportunity for their kids:
Message Idea: “Make 2025 the year your kid discovers their new favorite sport – Parkour!”
Highlight the benefits: fitness, confidence, creativity, and fun.
Parents, 2025 is the year your family can finally (XYZ that solves their pain points)
Irresistible Offers for Families
Parents love deals that promise long-term value. Create offers that reward them for committing now:
Incentive Example:
“Sign up in January and maintain your membership through summer, and your family gets a FREE Summer Parkour Camp – a multi-hundred-dollar value!”
"Try a class with us for the new year in January and you’ll receive a free water bottle and a free open gym pass. That's a $35 value Just for trying a class. Don't wait, limited spots are available. Book your first parkour class right now. "
This kind of offer attracts new members and helps boost retention through the summer months. Ad copy and hooks should center around the client's pain points and dream outcomes. For more, be sure to check out this article about writing compelling hooks for parkour ads.
Adult-Focused Marketing: Tap Into the “New Year, New Me” Mindset
Launch a 6-Week Parkour Fitness Challenge.
Structured challenges and clear goals motivate adults. A “New Year” fitness challenge provides the structure they need to take action.
Promotion Example:
“Start 2025 strong with our 6-Week Parkour Fitness Challenge! Build strength, agility, and confidence while having fun.”
Ad copy and hooks should center around the client's pain points and dream outcomes. For more, be sure to check out this article about writing compelling hooks for parkour ads.
Why This Works
It aligns with their resolution mindset.
A clear start and end date make it feel achievable.
It lowers the intimidation factor of trying something new.
Lead-Generating Events: Open House & Bring-a-Friend Days
Events are powerful tools for bringing in new faces and converting them to members. Make sure your event feels exciting and accessible to new parents and adults.
Ideas for Events
Open House:Invite families to explore your gym, try a mini-class, and learn about parkour.
Bring-a-Friend Day: Let current members bring a friend for free.
Pokemon Card Trading Day: In Half of this event, kids trade cards with other kids, and in the other half, your coaches invite them to try parkour challenges! It can be powerful in attracting local kids who don't yet know they love parkour.
Make It Easy for Parents to Say “Yes”
Have a bustling sales team actively going up to clients and inviting them to enroll. If you want people to enroll as members, you need to ask for the sale.
Promote the event with clear details on what they’ll experience.
Create a welcoming atmosphere with friendly staff and fun activities.
Paid Ads: Start Early to Maximize Your Impact
Paid ads are a key component of your January strategy. To make the most of your ad spend:
Launch Ads on December 26th (Before January)
Why? This gives the ad platform (like Facebook or Instagram) time to “learn” and optimize your campaign before the January rush.
You can make adjustments based on early performance, ensuring your ads are dialed in for January 1st.
Ad Messaging Tips
For families: Focus on the adventure and benefits for kids.
Example: “New Year, New Adventures! Discover parkour – the sport your kids will love.”
For adults: Highlight fitness, challenge, and self-improvement.
Example: “Ready for a New Challenge? Join our 6-Week Parkour Fitness Challenge and crush your 2025 goals!”
Ad copy and hooks should center around the client's pain points and dream outcomes. For more, be sure to check out this article about writing compelling hooks for parkour ads.
(third time linking that, you should probably read it...)
January Marketing Guide for Parkour Gyms: Capturing the New Year Rush
Stay Organized and Convert More Leads with a Sales CRM
The January rush brings in a wave of leads. To ensure you’re turning these leads into long-term members, you need a solid management system.
Why a Sales CRM is Essential
A Sales CRM (Customer Relationship Management system) helps you:
Track Leads: See where each lead is in your sales pipeline.
Automate Follow-Ups: Ensure no one slips through the cracks.
Measure Success: Track conversion rates and identify what’s working.
Motion Mentors CRM: Built for Parkour Gyms
The Motion Mentors CRM is designed specifically for parkour gyms, equipped with:
Automations to save you time.
Deal Tracking Pipelines to visualize your sales process.
Sales Scripts proven to convert leads into members.
This is the same system used by Freedom in Motion – one of the world’s largest parkour companies.
👉 Learn more and level up your lead management: crm.motionmentors.org
Ready, Set, Launch Your January Marketing Plan!
By implementing these strategies, you can capture the excitement of the New Year, attract new members, and set your parkour gym up for success in 2025. Whether you’re focused on kids and families or adults, tailor your offers and messaging to meet their needs, and don’t forget to stay organized with a Sales CRM to maximize your results.
This January, let’s not just ride the wave of New Year motivation – let’s turn it into long-term growth and success for your parkour gym!
Need help setting up your CRM or fine-tuning your marketing strategy? Reach out to Motion Mentors for expert guidance tailored to parkour businesses!
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