Luxembourg gyms have seen a surge in new members during January, the operators of two gyms have said, as people look to make good on New Year’s resolutions.
At CK Fitness, 2026 is off to a strong start. Whether in Bertrange, Esch, Junglinster or Mersch, gym memberships are on the rise.
“January traditionally sees an increase in new memberships at our fitness centers, driven by New Year’s resolutions,” explained Anne Kremer, the operational director of the CK Fitness network. “In our four centers, the number of new memberships can be 40% to 50% higher than during quieter months of the year.”
This strong start to the year has also been noted by other professionals in the sector, such as Antoine Collin. A sports coach, he is associated with SweatNest, a premium group fitness studio in Luxembourg City, which opened in August last year and offers classes in fit boxing, hit and sweat, self-defence and pilates.
“The new year rhymes with good resolutions,” said Collin. “Subscriptions therefore see a real boom in January.”
The profile of new members does not follow a set pattern. “There are beginners and experienced members who come once or twice a week. Sometimes, entire families, made up of adults and teenagers, book time slots with us,” he added.
Diverse motivations for joining
At CK Fitness, a similar observation is made, with a wide range of ages. “Our youngest members are 15 years old, and our oldest can be up to 90. Our goal is to offer solutions adapted to all generations. Regarding gender, the distribution remains fairly balanced, with a slight female predominance among our members,” said Kremer.
Like the profiles, the motivations of the new members are diverse, with Kremer explaining that some people come simply to lose weight or improve fitness, while others “want to reduce stress and boost their immune system”.
“Relieving back or joint pain, or training specifically for a sport, are also common reasons. We also welcome many people motivated by health reasons, such as the prevention or management of chronic diseases,” she said. “This can include diabetes, cardiovascular disease, or simply the desire to do something for one’s health. We also regularly receive people in rehabilitation, who come to us after an injury or surgery to regain strength and fully recover their physical abilities.”
The SweatNest studio, for its part, launched a personal training programme for its members a few weeks ago. “We offer personalised support for each individual,” explained Collin.
“They might want to tone their bodies, lose weight, or simply get more active. Many of our members sit all day at work. So, we need to teach them how to move, jump, and run to feel better both mentally and physically. That’s why we set up shop in the upper town, near the banks and businesses. Many office workers there are faced with a sedentary lifestyle,” he said.
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According to Collin, keeping good resolutions requires personalised support and ironclad discipline. “When someone embarks on a new goal, they are motivated. But motivation can fade, and that’s when discipline takes over. We work with five permanent coaches, which creates a close relationship: they remember the clients’ names and history. This encourages them to maintain their new habits,” he said.
At SweatNest, Collin emphasised, the limited nature of the group classes permits a maximum of ten participants per session, allowing for progress adapted to each individual.
A loyal customer base
As a long-established player in the gym sector in Luxembourg, CK Fitness has more perspective on the journey of new members.
“It’s true that new members are generally the most likely to cancel their membership after the initial membership period expires,” said Kremer. “That’s why we place great importance on personalised support, provided by our highly qualified training experts. Their attentive guidance helps motivate and support our members in achieving their long-term goals. Thanks to this approach, we consistently keep our churn rate below 30%, which is satisfactory in our industry.”
At SweatNest, fit boxing is a victim of its own success. This blend of boxing and fitness appeals to customers with its original approach. Not to mention that this activity meets the desires of its members: to expend energy, push their limits, and stay in shape.
(This article was originally published by Virgule. Machine translated using AI, with editing and adaptation by John Monaghan.)
