Local Gyms See New Year Rush as Memberships Offer Discounts

Hazard’s Ascend Strength and Fitness opened the week with noticeably heavier foot traffic as residents acted on New Year’s resolutions. Nationally, Statista lists “exercise more” as the most common resolution for Americans in 2026, and local patterns have followed: gym operators said the Monday after New Year’s Day is typically the busiest day of the year.

Owner Hughes described the familiar cycle of interest and attrition. “There’s usually a rush of people in, but I’d say about 30% of them stick with it,” Hughes said. He emphasized that early enthusiasm often fades and urged newcomers to prioritize steady progress. “Don’t get discouraged and it’s like a marathon, not a sprint. So you just want to stick with it,” Hughes explained.

Ascend is using a New Year special to convert visits into paid memberships: three months for $60, compared with its regular $30 monthly rate. That pricing effectively cuts three-month costs from $90 to $60, a one-third discount intended to lower the barrier for people testing a new routine. For a small business in Perry County, such promotions can boost short-term cash flow and drive enrollment, but the modest 30% retention estimate underscores a revenue-risk tradeoff — discounted sign-ups that do not convert into long-term members reduce lifetime value per customer.

Beyond pricing and revenues, local public-health implications matter. Hughes offered practical, data-informed advice for residents beginning exercise plans: “Your phone’s always tracking your movement. You can start out with 10,000 steps. They say 7,000 is where you get like most of your benefits at, so 7 to 10,000 steps. Just watch your calories,” Hughes explained. Regular activity at those levels is associated with lower risks of chronic conditions over time, which could ease demand on local health services and improve community well-being if sustained.

Members pointed to social networks as a key retention factor. “My friends as well. They are the ones that got me into the gym and I really appreciate that,” Vermillion said, illustrating how peer encouragement can improve the odds that new exercisers continue.

For Perry County leaders and health providers, the New Year influx is an opening to convert temporary interest into lasting habits. Local gyms will play a central role, but sustained improvements will likely require combining affordable access, social support structures and small, measurable goals that keep residents engaged beyond the first month.