January Reset: Why Great Gym Owners and Team Members Visit Their Competitors (and What to Do with What You Find)

Fitamentals Academy - No Gimmicks. Just Grit and Fundamentals

January hits, and suddenly every gym, studio, and PT in your postcode wakes up. Marketing ramps up. Offers appear out of nowhere. Every competitor starts shouting the loudest.

But here’s a question hardly anyone asks:

When was the last time you actually visited your competitor?
Not stalking their Instagram.
Not scrolling their website at midnight.
Actually called them, made an appointment, and walked in the door.

There’s power in seeing what they’re doing and even more power in knowing what you do better.

1. Go See What They’re Doing Well. Then Do It Better

Visiting competitors isn’t about insecurity - it’s about intelligence.

You want to understand:

• What they showcase well
• What their customer journey feels like
• How their staff communicate
• Where they shine
• And, most importantly… where they don’t

You’re not copying. You’re calibrating.

Strong operators don’t fear competition; they use it as fuel.

2. Get Comfortable in What You Do Better

Competitor visits aren’t just about spotting their strengths; they’re about reassuring yourself and your team of your own.

Every gym has blind spots- including yours.
But every gym also has superpowers that get taken for granted:

• Maybe you onboard better
• Maybe your team genuinely connects
• Maybe your facilities feel more personal
• Maybe your follow-up game is world-class

When you know your strengths, you under-promise and over-deliver.
You sell with confidence instead of pressure.
And confidence always wins.

3. Adopt the “First Responder” Mindset

We’re not firefighters - we’re not saving lives.
But in our industry? We are changing them.

And just like a firefighter, speed matters.

If you don’t get to that lead first…
If you don’t respond with urgency…
If you don’t pick up the phone, leave the message, or send the SMS…

One of your competitors will.

The fastest responder nearly always gets the member.
Not the cheapest. Not the flashiest. The first.

Be the gym that shows up. Immediately. Consistently. Relentlessly.

4. Know Your Competitors’ Offers, Not to Match Them, But to Prepare Yourself

Understanding your competitors’ offers does not mean you’re going to match them.
It means you won’t be blindsided.

Sometimes prospective members tell wee white lies:

“The gym down the road said they’ll give me 3 months free…”
“They told me I can cancel anytime…”
“They have 6 personal sessions included…”

Do they? Do they really?

Knowing the facts gives you power.
You can respond with clarity instead of panic.
You can hold your price.
You can confidently say:

“I can’t comment on what they offer or why, here’s what we offer, why we’re the best fit for you and why you would be a great fit for us.”

Forewarned is forearmed. Simple as that.

5. Competing in a Competitive Market is Won on Fundamentals, Not Gimmicks

Your competitors might throw:

• Flash sales
• Free trials
• Big discounts
• Loud campaigns

Let them.

You focus on the fundamentals:

• Show up first
• Follow up consistently
• Know your strengths
• Understand your competitors
• Deliver a member experience no one else can replicate

That’s how you win January and keep winning all year.

6. Take Action: Walk in Their Shoes

If you want to truly understand their member journey, join them.
Walk in their members’ shoes. See if they’re delivering what they promise.

It’s one of the best investments you’ll ever make.

If you’ve been consistent, not complacent, and not coasting,
you’ll always be a step ahead.

Keep an eye on your competitors in the rearview mirror all year, not just this month.

Want Help Training Your Team for a Strong Start to 2026?

Your on-demand Fitamentals Academy program, Sell Without Selling, is built exactly for this:
Confidence. Consistency. Communication.

Turn curiosity into membership without pressure, gimmicks, or desperation.

Start your year strong and ensure your team delivers the fundamentals that win, every time.