Mexico City, January 19 – The traditional post-holiday rush for gym memberships in Mexico City has been significantly dampened this January by the ‘cuesta de enero,’ a period of economic strain following extensive holiday spending. Despite the common New Year’s resolution to get fit, many gyms are reporting a modest increase in new users, with returning members making up the majority of sign-ups.
The ‘January Slope’ Impact on Fitness Resolutions
Following the Epiphany celebrations, many Mexicans typically flock to gyms to shed holiday weight. While some are first-timers aiming for a healthier lifestyle, others are resuming routines after a hiatus. Ivette, 30, a returning member to a chain gym in Azcapotzalco, noted the common trend: “Yes, I could confirm that in January, precisely because New Year’s resolutions are coming, people are more recurrent.” She added, “The truth is that I really like to exercise; it helps the mind a lot, so I really come to give myself a little self-love.”
However, this year’s figures present a different picture. While the National Association of Gyms typically reports a 50% increase in enrollments during this period, managers in northern Mexico City indicate that the reality is far from this projection.
Modest Growth and Returning Members
Daniel, a trainer with five years of experience at Active Fitness, revealed that registrations have only climbed by 20% compared to December. He attributes this to the financial squeeze of the ‘cuesta de enero,’ suggesting that February and March usually yield better results. “Regularly that is mentioned, but I feel that now, because of the January slope, expenses and all that, it starts but moderately, as people get settled: schedules, well, costs,” Daniel explained. He also pointed out the growing competition from new gyms, offering more alternatives to potential members.
Significantly, Daniel highlighted that the majority of this 20% increase consists of returning members, with a much smaller percentage representing entirely new clients. Women aged 25 to 35 are the most common demographic among first-time enrollees, primarily driven by weight loss goals.
Discipline, Patience, and Professional Guidance are Key
Daniel emphasized the importance of discipline, patience, and professional guidance for new gym-goers. “They also have to be patient in terms of progress, because many people want to come in strong and lift heavy. They must be aware that it goes from less to more, and if not, they are taken from scratch, from the most basic, so that they gain technique and the confidence to want to continue,” he advised.
Aurelio, a trainer with eight years of experience at a neighborhood gym in Colonia Guerrero, corroborated the trend, noting only a 15% increase in attendance compared to late 2025. He observed that while there are subsequent upticks, the major “boom” typically subsides after the Easter holidays.
Beyond Vanity: Health and Well-being
Aurelio urged his colleagues to be more empathetic, recognizing that many individuals join gyms not for vanity, but for medical reasons or as a form of catharsis from daily life. “Not all people come to a gym because they want to look muscular. There are people, precisely, housewives, taxi drivers, who come for recreation, or they come because the doctor told them they have to do physical activity because they are hypertensive, diabetic or have some other ailment,” he stressed.
According to recent data from INEGI, approximately 20% of Mexico’s urban population regularly attends a fitness center. This statistic underscores the importance of accessible and supportive gym environments, especially for those seeking health benefits beyond aesthetic goals.
The ‘cuesta de enero’ continues to be a significant factor influencing consumer behavior, even in areas like health and fitness. While the initial surge in gym memberships may be subdued, the underlying motivation for well-being remains a constant for many Mexico City residents.
