ROANOKE TIMES 
                      Copyright (c) 1996, Roanoke Times

DATE: Saturday, December 28, 1996            TAG: 9612300034
SECTION: VIRGINIA                 PAGE: C-5  EDITION: METRO 
DATELINE: RICHMOND
SOURCE: JAN CIENSKI ASSOCIATED PRESS

GYMS BRACE THEMSELVES FOR RUSH OF NEW MEMBERS

AS NEW YEAR'S resolutions are put into effect, aerobics classes become a madhouse.

The coming of the new year means one thing for gyms: hordes of overweight and unfit people making resolutions to begin working out.

``Usually for the first eight to 10 weeks of the year, it's a madhouse,'' said Jerry Nechamkin, physical director at Richmond's Downtown YMCA.

While the big rush is supposed to start in January, the YMCA of Central Virginia in Lynchburg already is seeing swarms of new arrivals, with about 25 becoming members Friday.

``If today is any indication of what the New Year will bring, it's going to be a hot year,'' said membership marketing director Lynne Childress. ``We're pulling our hair out.''

For stores, peak business comes in the weeks between Thanksgiving and Christmas. But for gyms, the rush starts Jan.1 when New Year's resolutions are put into action. Some gyms see their membership increase by a third or more during the first month of the year.

``Our business increases by about 35 percent in January,'' said Mark Dana, president and head trainer at Bayside Wellness & Fitness Center in Virginia Beach.

``They're easier to motivate in January after the holidays. After the overeating and stuffing themselves there's typically a little more guilt there. That's why our industry typically thrives at the beginning of the year.''

The Downtown Athletic Club in Norfolk has hired a nutritionist and trainers and is advertising on TV and radio. New Fitness for Ladies in Richmond has cleaned up and added aerobics classes to deal with the expected crush of 250-300 new members.

The Richmond YMCA is lowering its joining fee by 50 percent to attract new members.

But once the chubby new customers have been lured to join a gym, the challenge is to keep them.

YMCA members who stick with a motivational program for four weeks get a free roast chicken.

``We don't want to get just 300 or 400 new members and then lose them,'' Nechamkin said.

Other gyms set up newcomers with personal instructors to keep them motivated.

Dave Barlock, owner of World Gym Fitness in Sterling, said that only about a quarter of his new members will stick with an exercise program.

``That's the hardest part of getting in shape - getting through the front doors,'' said Patrick Meinert, general manger at a Richmond Gold's Gym.

LENGTH: Medium:   60 lines
ILLUSTRATION: PHOTO:  AP. Walking briskly on the treadmill at the downtown 
          YMCA in Richmond on Friday, Joey Pape tries to lose the 5 extra 
          pounds he put on during the holidays.