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Portrait of a wistful health club member sitting on floor with exercAfter analyzing four years of check-in data, Gold’s Gym found that February 18th is the date with the steepest drop-off in gym attendance. By looking at the self-reported health club check-in data of Facebook users, a recent Wall Street Journal article found that gym check-ins rise 50% in January but then decline in February as motivation diminishes.

It’s a common pattern anytime people take on new tasks that require time, persistence, and effort.  Initial enthusiasm turns into disillusionment as beginners realize the task is more difficult than they anticipated, progress is slower, and the time required to accomplish the goal looks like it will be greater. Leaders and coaches need to be aware of this natural dip in motivation and take steps to make sure that this little dip doesn’t turn into a big fail with people quitting the task before accomplishing the goal.

In the health club industry, the…

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