The fitness and leisure sector has seen a boom in recent years. Described as "the golden age for fitness" by market intelligence analysts LeisureDB, there are now more gyms (over 7,000), more members (almost 10 million) and a greater market value than ever before (close to £5 billion)1. The idea of joining a gym after Christmas is well reported (and indeed perpetuated) in the general media, as the 'New Year, New You' mantra often tops the New Year's resolutions. Search engine giant Google, show repeated search traffic spikes for gym related terms in the first week of January. So how.