The Membership Blast — 021
44% of Adults Reset Their Goals in January — Don’t Miss This Window
Hello from the Windy City!
Fun fact: Chicago isn’t called the Windy City because of the weather. The nickname actually dates back over 100 years and was a jab at politicians who were famously “full of hot air.” Some things never change.
This is the last newsletter of 2025, so before we roll into January, there’s one important opportunity to plan for.
Every January, a huge percentage of people hit reset at the same time. According to a survey by NPR, 44% of American adults say they’re likely to make a New Year’s resolution. That’s nearly half the country actively thinking about change, commitment, and doing things differently.
That matters because January compresses motivation into a short window. For a few weeks, people are more open than usual to starting something new, investing in themselves, and sticking to a routine. That’s exactly when memberships tend to perform best.
When it comes to offers, you’re really balancing two groups:
- People who already believe in your membership and were likely to join anyway
- People who want to start strong in the new year but need a little push
A modest, time-bound incentive works well here:
- 10–20 percent off the first payment
- a free first month
- or a bonus resource or workshop instead of a price cut
The goal isn’t to make your membership cheaper. It’s to make the decision easier while motivation is high.
A simple January promotion usually beats anything complicated. For the first week or two of January, keep it obvious and simple:
- Add a large banner across the top of your site that speaks directly to New Year goals
- Include a coupon code you generate in MemberSpace for new signups
- Reinforce it with a short email sequence and a few social posts
No complex funnels required. Just meet people at the exact moment they’re ready to commit.
That’s it for this year.
I’ll see you again the first week of January, ready to turn New Year energy into real momentum for your membership.
Talk soon,
Marvin
Chief Growth Officer
MemberSpace