As New Year’s fitness promotions flood the market, the HVLP gym brand is breaking from industry norms with a three-month promotion aimed at long-term loyalty and retention
With fitness top of mind at the beginning of the new year, many gym-goers may be experiencing something called “resolution fatigue,” tired of the pressure to remake themselves or finding it hard to stick with their goals.
As the market is flooded with short-term discounts and free trials for fitness clubs, high-value low price (HVLP) gym Retro Fitness is taking a big risk, offering a three-month free trial instead.
With its “No Butts About It” campaign, the fitness brand is betting on habit-building and retention rather than enrollment spikes from shorter promotional periods.
“The idea came directly from what we’ve been seeing with members year after year,” Retro Fitness chief brand officer Kim Gouch told Athletech News. “January is crowded with free trials, seven-day passes and quick-hit discounts, but real behavior change doesn’t happen in a week, and often not even in a month.”
From Dec. 30 through Feb. 2, new members nationwide can access three months free using the promo code “Epic,” while current members with Core and Flex memberships can upgrade during the promotional window.
The free three months comes within a 15-month installment plan as a discount spread across the period.
credit: Retro Fitness
“We wanted to create a runway that reflects how habits are built,” Gouch added. “Three months felt intentional. It gives people enough time to move past the initial motivation spike, experience consistency, explore different parts of the club, and feel progress without pressure. This campaign is about giving people the space to build a relationship with Retro Fitness that lasts.”
Three months is a lot longer than typical free trial periods, but the HVLP brand sees it as the most effective strategy to combat operators’ long-standing problem of member retention.
“Short trials may drive sign-ups, but they don’t always drive loyalty. … When people don’t feel rushed, intimidated, or nickel-and-dimed, they’re more likely to stick around,” Gouch said. “This campaign allows members to settle in, find routines they enjoy, and use the amenities that support recovery and consistency.”
Retro Fitness facilities feature state-of-the-art Matrix equipment, a nutrient-focused Smoothie Bar that’s also open to the public and the Zen Den, with full-body red light therapy and a mindfulness-focused space for relaxation, full body massage and muscle recovery.
“Resolution fatigue is real. People want to feel better and healthier, but they’re tired of being sold perfection,” Gouch added. “They’re overwhelmed by unrealistic promises, transformation timelines, and the pressure to do everything right from day one. This campaign is our way of saying start where you are, take your time, and keep going. Our intention is to meet the consumer where they are in their life’s journey – not just a fitness journey.”
The brand has been seeking to differentiate itself from numerous HVLP competitors on the market while chasing ambitious expansion goals, leveraging its latest campaign, in addition to its digital app that offers nutrition and mindfulness support along with monthly workout challenges.
This post was updated to reflect that Retro Fitness is not offering a traditional free trial for three consecutive months, but a free three-months as a discount spread across 15 months.