January is the highest-intent month in fitness. A well-structured New Year challenge captures that energy and converts it into long-term memberships.
Plan in September
Start planning your January challenge now. Lock in the structure, pricing, and marketing timeline 3 months ahead.
Structure that works
6 weeks starting January 5. Goal: attend 30 classes in 42 days. Entry fee: $79–$149 on top of membership. Prize: free month of membership + studio merch for completers.
Marketing timeline
- Nov 1: teaser on Instagram — "Something big is coming in January"
- Nov 15: announce with early-bird pricing ($20 off first 30 sign-ups)
- Dec 1–25: countdown posts, testimonials from last year's challenge
- Dec 26: final push — "starts in 10 days, 15 spots left"
Technology
Your software needs to track challenge progress automatically. KOLLABO OS challenges show a leaderboard in the member app — creating accountability and competition. Members see their progress daily.