Fitness Websites Get About Twice the New Year Traffic Bump of Other Industries
In each of the last two Januaries, the typical fitness website in Diib's data grew its daily visits about twice as much over December as the typical website in other industries. The New Year rush is real, but it fades by March.
If you run a gym, studio or personal training business, January has brought fitness websites a bigger traffic lift than most businesses get, two years running. That extra traffic only helps if your site is ready to turn a curious visitor into a booked class or trial before the resolution wears off.
Every gym owner knows about the New Year’s resolution rush. Diib’s data shows it reaches fitness websites too, and it’s noticeably stronger there than in other industries.
What the data shows
We compared each website’s average daily visits in January with its own average in the December before it. Only sites with at least 25 days of data in both months and at least 5 visits a day in December were counted.
- January 2026: The median fitness website (1,798 sites) grew daily visits 8% over December. The median website in other industries (about 262,000 sites) grew 4%.
- January 2025: The median fitness website (1,377 sites) grew 23%, versus 10% for about 212,600 other websites. Three out of four fitness sites had more daily visits in January than in December, compared with about 63% of other sites.
The size of the bump changed from year to year, but in both years fitness websites gained roughly twice as much as everyone else.
What this does and doesn’t tell you
This is aggregated Diib customer data from websites with Google Analytics connected. It measures visits, not sign-ups or memberships, and it can’t tell us why the lift was smaller in 2026. December is also a slow month for many businesses, which makes any January gain look bigger.
The bump also fades fast. In 2026, the typical fitness site’s traffic was back near its yearly average by March and stayed below it from April through August. If your website is how new members find you, the window to catch resolution traffic is a few weeks, not a season.