Why “The Winter Arc” Matters to the Fitness Industry

Jessica Yarmey
3 min readOct 4, 2024

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Winter is coming.

“The Winter Arc” is here.

What is “The Winter Arc?”

If you’re on fitness Tiktok, you already know.

“The Winter Arc” refers to individuals using the upcoming coldest, darkest days of the year as a time to refocus, commit to goals, and arrive at their desired destination.

Search volume for “Winter Arc”

According to Flamel.ai the search volume for “Winter Arc” is up over 900% over last quarter and over last year. Being a new trend, it may or may not continue through the winter but it is worth watching if you’re in the fitness industry.

Monthly search volume

Unlike 75 Hard which has guidelines for how to execute the program, “The Winter Arc” has no set rules. The purpose is to create your own plan and focus on what matters to you. Some participants are going to the extreme with shaved heads and twice a day workouts. Others are committing to their mental health and removing distractions.

In regards to people choosing their own program and path attached to a moment in time on the calendar, “The Winter Arc” closely resembles New Year’s Resolution season.

Why does it matter?

“The Winter Arc” is a huge opportunity for fitness brands to meet consumers where they are… and to finish the year strong together.

October, November & December are traditionally the slowest months of the year for fitness brands. Cancellations go up. Attendance goes down. And new joins come to a stand-still.

Will “The Winter Arc” be enough of a trend to change that?

I would roll the marketing dice and try.

3 Ways Gym Owners Can Leverage “The Winter Arc”

1.If you work in the fitness space, ride “The Winter Arc” wave on social media. Use the hashtag and the CapCut templates to push content out to this newly committed audience.

Messaging in posts is welcoming language. (ie. We see you and we’re here to help if you’re committing to a health-related goal. We will meet you where you are.)

Social Media Reach & Sentiment for “Winter Arc”

2. Put an offering together that you could promote to people in their Winter Arc era. Choose an existing operational play that your team does well already and pull it forward to start in October / November.

Name it something that connects to “The Winter Arc.”

Make the agreement duration long enough that it overlaps into January so you don’t have to re-sell those people in the new year.

Think membership, layered with personal training, layered with supplements. A one stop shop for all Winter Arc needs.

Meet them where they are.

They are on “The Winter Arc.”

3. At an absolute minimum, mark your calendars for October 1, 2025. This trend is big enough in 2024 that we should expect to see it coming back around in 2025. Plan ahead with an early month flash sale or Winter Arc offering that will help you leverage the momentum that resurfaces next year.

The fitness industry should add fuel to “The Winter Arc” trend and see it as an opportunity to solve a slow season.

Let me know how it plays out for you.

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Jessica Yarmey
Jessica Yarmey

Written by Jessica Yarmey

CEO @sizzlesociety | Entrepreneurship | Marketing | Branding | Franchising |

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