You Won't Believe What Retro Fitness is Offering: 3 Months Free if You Join Today!

As gym-goers grapple with the all-too-familiar phenomenon of “resolution fatigue” at the start of the new year, the fitness industry is awash with fleeting promotions and short-term discounts designed to attract new members. However, one brand is attempting to break the mold. Retro Fitness, a high-value low-price (HVLP) gym brand, is taking a bold step by offering a three-month free trial, departing from the industry norm of one-week or one-month incentives.

This initiative, dubbed the “No Butts About It” campaign, signals a strategic shift towards long-term member retention and habit-building rather than just immediate enrollment spikes. “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,” noted Kim Gouch, Chief Brand Officer of Retro Fitness, in an interview with Athletech News.

From December 30 through February 2, new members can utilize the promo code “Epic” to access three months of free membership. Current members with Core and Flex memberships also have the opportunity to upgrade during this promotional period.

Gouch emphasized the rationale behind the three-month window: “We wanted to create a runway that reflects how habits are built. 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 approach aims to foster a lasting relationship between members and Retro Fitness.

The gym industry has long struggled with retention, often finding that short trial periods lead to initial sign-ups but fail to cultivate loyalty. Gouch argues, “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.” By offering a more extended trial, Retro Fitness hopes to create an environment where new members can settle in, find enjoyable routines, and make use of the club’s amenities, which include state-of-the-art Matrix equipment, a nutrient-focused Smoothie Bar, and a Zen Den offering full-body red light therapy and relaxation spaces.

Resolution fatigue is a genuine concern. Many individuals feel overwhelmed by the pressure to meet unrealistic fitness goals, often leading to burnout. “People want to feel better and healthier, but they’re tired of being sold perfection,” Gouch explained. “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.” Gouch’s philosophy centers around meeting consumers where they are in their life’s journey—not just their fitness journey.

As Retro Fitness aims to differentiate itself in a crowded market of HVLP competitors, the brand is not only leveraging its latest campaign but is also enhancing its digital tools. Their app offers nutrition and mindfulness support alongside monthly workout challenges, providing a comprehensive approach to fitness that accounts for both physical and mental well-being.

The three-month trial initiative by Retro Fitness is a refreshing approach in an industry often characterized by quick fixes. It acknowledges the challenges many face in their journey toward health and fitness while encouraging a sustainable relationship with exercise. As the brand continues to expand, it will be interesting to observe the impact of this innovative approach on member retention and overall success in the ever-competitive fitness landscape.