It’s a famil­iar pat­tern: After gifts are exchanged and hol­i­day meals are indulged, res­o­lu­tion sea­son arrives. And, per U.S. gov­ern­ment web­site USA.gov, los­ing weight is con­sis­tent­ly among Amer­i­cans’ most pop­u­lar New Year’s res­o­lu­tions. This is not lost on fit­ness brands, which have an annu­al oppor­tu­ni­ty to cap­i­tal­ize upon this known moment. The most suc­cess­ful of these brands strive to use said moment each Jan­u­ary to make more per­son­al con­nec­tions with con­sumers.

This year, fit­ness brands are tying in video and/or mobile con­tent, includ­ing appli­ca­tions for wear­ables, which is no sur­prise as the indus­try anx­ious­ly awaits the launch of Apple Watch in ear­ly 2015 and com­pet­ing devices con­tin­ue to pep­per the land­scape. But, among fit­ness brands in par­tic­u­lar, the big themes are track­ing progress and deliv­er­ing inspi­ra­tion as they attempt to pro­vide util­i­ty and estab­lish more per­son­al con­nec­tions.

Here are 14 brands seek­ing to engage con­sumers to not only keep their res­o­lu­tions, but also to cre­ate con­tent that con­sumers actu­al­ly want. Some are also cap­i­tal­iz­ing on the pop­u­lar­i­ty of the trade show CES this week to make sure their efforts are seen by as many peo­ple as pos­si­ble.

Equinox

Self-described upscale fit­ness brand Equinox recent­ly unveiled its 2015 ad cam­paign, which it says is “an evo­lu­tion of last year’s ‘Equinox Made Me Do It’ nar­ra­tive.”

Accord­ing to Equinox, the 2014 cam­paign high­light­ed “unbri­dled con­fi­dence and low­ered inhi­bi­tions as con­se­quences of a good work­out.”

This year, the cam­paign cel­e­brates the after­math of a work­out “push­ing bound­aries and dis­rupt­ing pre­con­ceived notions – in a pos­i­tive, unapolo­getic way,” the brand says.

The cam­paign includes a series of inspi­ra­tional images on Face­book, Twit­ter, and Insta­gram con­nect­ed by the theme “No to res­o­lu­tions. Yes to res­o­lu­tion,” and the hash­tag #equinox­mademe­doit.

Equinox says the images illus­trate “strong indi­vid­u­als in diverse sit­u­a­tions” and are “inspired by the idea that get­ting into great shape may get you into a lit­tle trou­ble” and are meant to “con­vey the con­fi­dence and empow­er­ment asso­ci­at­ed with adven­ture and risk-tak­ing.”

What’s more, a video asso­ci­at­ed with the cam­paign has 1.2 mil­lion views on Face­book as of Jan­u­ary 5 (ver­sus about 5,100 on YouTube).

Equinox says it chose to extend the “Equinox Made Me Do It” cam­paign to “fur­ther explore the con­se­quences of a good work­out and exam­ine the feel­ings asso­ci­at­ed.”

Car­los Becil, chief mar­ket­ing offi­cer of Equinox, said in a pre­pared state­ment:

“Our mem­bers were the true inspi­ra­tion behind the Equinox Made Me Do It cam­paign, and this year we saw an oppor­tu­ni­ty to evolve the nar­ra­tive and the sto­ries por­trayed. Every­thing we do at Equinox is ground­ed in the idea of high per­for­mance liv­ing, empow­er­ing our mem­bers to be bold, be risk tak­ers and push their lim­its, inside and out­side of the club. This cam­paign embod­ies that pride and the adven­tur­ous spir­it that speaks to the idea that it’s about more than just tak­ing risks, it’s about own­ing the con­se­quences.”

SoulCycle

As the Inter­na­tion­al Con­sumer Elec­tron­ics Show, or CES, kicks off, indoor cycling brand Soul­Cy­cle is going in a slight­ly dif­fer­ent direc­tion with a Las Vegas Pop-Up at the Cos­mopoli­tan of Las Vegas from Jan­u­ary 6 to 8.

Per CES, the trade show includes more than 3,600 exhibitors and 150,000 to 160,000 atten­dees, mean­ing decent poten­tial in-per­son expo­sure.

In order to reserve a com­pli­men­ta­ry bike at one of 11 class­es dur­ing the three-day event, Soul­Cy­cle is ask­ing fans to tweet @soulcycle with the date and time of their desired class and the hash­tags #Twit­ter­Soul and #CES2015.

In addi­tion, accord­ing to reports, last year, CES was men­tioned 688,347 times via social, reach­ing 6.67 bil­lion peo­ple and the offi­cial #CES2014 hash­tag was used 256,021 times with a reach of 2.88 bil­lion, mean­ing the fit­ness brand is poten­tial­ly rop­ing itself into con­tent with many, many more eye­balls.

Nike+

Nike+, a com­mu­ni­ty that says it helps its mem­bers “stay moti­vat­ed, chal­lenged and con­nect­ed,” put out a 2014 wrap-up video on Face­book with about 72,000 views. It includes 2014 stats, such as its mem­bers ran 250 mil­lion miles with Nike+ and earned 228 bil­lion Nike­Fu­el, or the met­ric that mea­sures how much mem­bers move and pro­vides “insights, moti­va­tion and oppor­tu­ni­ties to become a bet­ter ath­lete.”

The video also issues a chal­lenge to beat 2014 in 2015 and to “out­do you in 2015 with Nike+.”

In addi­tion, it directs view­ers to a microsite that allows users to select cities like New York, Chica­go, Toron­to, and Los Ange­les to find prod­ucts, events, class­es and ses­sions to help fur­ther reach those goals.

Under Armour

Ath­let­ic cloth­ing brand Under Armour is using the New Year to push its inspi­ra­tional I Will What I Want cam­paign, which it says “[cel­e­brates] the inner and out­er strength of women and high­lights the brand’s com­mit­ment to design­ing inno­v­a­tive prod­ucts for both female ath­letes and ath­let­ic females.”

In Sep­tem­ber, Under Armour announced super­mod­el Gise­le Bund­chen was join­ing the cam­paign in a 60-sec­ond video and inter­ac­tive expe­ri­ence “high­light­ing her ath­leti­cism and unwa­ver­ing ded­i­ca­tion under pres­sure.”

The video, which has 2.5 mil­lion views, pulls in both pos­i­tive and neg­a­tive com­ments about Bund­chen from social media.

It’s a pret­ty pop­u­lar series. A sim­i­lar video fea­tur­ing bal­let dancer Misty Copeland has 7 mil­lion views to date.

Accord­ing to Under Armour, the relat­ed dig­i­tal expe­ri­ence “serves as a com­mu­ni­ty for women to track, ana­lyze, and share their fit­ness and ath­let­ic lifestyle” and Under Armour ambas­sadors like Bund­chen and Copeland “will active­ly par­tic­i­pate, pro­vid­ing con­sumers with unique insights into their day-to-day activ­i­ty and moti­va­tions.”

Oth­er Under Armour Women of Will ambas­sadors include down­hill ski­er Lind­sey Vonn, pro­fes­sion­al ten­nis play­er Sloane Stephens and U.S. Women’s Nation­al Soc­cer Team mem­ber Kel­ley O’Hara.

Gold’s Gym

Gym chain Gold’s Gym, which, coin­ci­den­tal­ly, is cel­e­brat­ing 50 years in 2015, part­nered with Microsoft in Octo­ber on the Microsoft Band device, which, Microsoft says, helps con­sumers “achieve [their] well­ness goals by track­ing [their] heart rate, steps, calo­rie burn, and sleep qual­i­ty,” in a pro­mo­tion­al effort for new Microsoft Band own­ers, which end­ed Decem­ber 31.

As a result of the part­ner­ship, Gold’s said Microsoft Band users would have access to cus­tomized 12-week work­out plans cre­at­ed by a pan­el of “Gold’s Gym Fit­ness Insti­tute celebri­ty train­ers” and they would have the abil­i­ty to down­load work­out plans direct­ly to the device.

“These Guid­ed Work­out plans will focus on the most pop­u­lar fit­ness goals, rang­ing from build­ing mus­cles and get­ting lean to stay­ing healthy and boost­ing per­for­mance – tak­ing the guess work out of the equa­tion, and putting a vir­tu­al train­er right on your wrist,” Gold’s said in a state­ment.

The Microsoft Band will also fea­ture Gold’s Gym curat­ed work­outs, includ­ing total-body work­outs and body part-spe­cif­ic work­outs, the gym brand added.

Microsoft Band users were also eli­gi­ble for two weeks of free access to any Gold’s Gym as part of the pro­mo­tion.

“Part­ner­ing with Microsoft on the Microsoft Band aligns per­fect­ly with our mis­sion at Gold’s Gym,” said Michael Cobb, chief mar­ket­ing offi­cer at Gold’s Gym, in a state­ment.  “Togeth­er, with our goal-based work­outs cre­at­ed specif­i­cal­ly for Microsoft Band, we will help peo­ple achieve their poten­tial through fit­ness.”

Planet Fitness

For its part, health club fran­chise Plan­et Fit­ness announced it was the “offi­cial fit­ness spon­sor” of Times Square’s New Year’s Eve cel­e­bra­tion. As a result, 25,000 spec­ta­tors in Times Square received brand­ed mit­tens and Plan­et Fit­ness was fea­tured on “Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2015,” with show co-host Jen­ny McCarthy “lead­ing the crowd in a spe­cial Plan­et Fit­ness New Year’s Eve cheer to be fea­tured on air,” a press release said.

As a result, Plan­et Fit­ness launched a Twit­ter vot­ing cam­paign that asked con­sumers to use the hash­tag #Plan­e­tAny­thingsPos­si­ble to vote on lines to be includ­ed in the cheer, which, at the very least, inspired a series of tweets from McCarthy to her 1.3 mil­lion fol­low­ers.

In addi­tion, per reports, ABC’s “New Year’s Rockin’ Eve” had 8 mil­lion view­ers in the 8:00 hour that night, which is short­ly after the cheer began at 7:06 (i.e., this inspi­ra­tional cheer was poten­tial­ly viewed by many con­sumers).

Weight Watchers

Weight loss brand Weight Watch­ers seems to have struck a chord with its My Butt video, which has 1.2 mil­lion views on YouTube since it was post­ed Decem­ber 26. (The Face­book ver­sion has about 160,000 views.)

The video is part of the brand’s Help with the Hard Part cam­paign, which launched in Novem­ber and, per Weight Watch­ers, “[shares] the truth that los­ing weight isn’t easy, sim­ple or fun.”

The cam­paign launched with a 60-sec­ond spot, “If You’re Hap­py…,” which the brand says “illus­trates one of the hard parts of los­ing weight: Our com­plex and emo­tion­al rela­tion­ship with food.”

Weight Watch­ers says it wants to use an hon­est approach to “shift the focus from guilt and shame to a hope­ful mes­sage that we can help peo­ple with the hard parts of man­ag­ing their weight.”

Jenny Craig

To kick off 2015, weight loss pro­gram Jen­ny Craig announced spokes­woman Kirstie Alley has lost 50 pounds on the pro­gram and it is launch­ing a new cam­paign called “The Moment.”

Accord­ing to a press release, the Moment is a “real mem­ber-based cam­paign” fea­tur­ing Jen­ny Craig mem­bers shar­ing their per­son­al “ready now” moment, or “the moment they real­ized they were ready to take con­trol of their health and weight and join Jen­ny Craig.”

Jen­ny Craig says the cam­paign will be ful­ly inte­grat­ed into its dig­i­tal prop­er­ties, includ­ing social media and videos and it invites con­sumers to share their own moments with the hash­tag #The­Mo­ment.

New Balance

Instead of Vine or Insta­gram video, footwear brand New Bal­ance used Phh­ho­to, an iPhone app that allows users to “shoot instant, mov­ing pic­tures” to wish its fans/followers a hap­py New Year on var­i­ous social chan­nels.

The iPhone app, which Vogue called one of the best apps of 2014, launched last year. Phh­ho­to is not yet avail­able for Android devices.

Lululemon

On its blog, yoga-inspired ath­let­ic com­pa­ny Lul­ule­mon offered its fans mobile-friend­ly pho­tos with tips for work­outs that can be done any­where, like parks, beach­es, hotel rooms and on the road.

The brand says these “con­ve­nient work­outs” were “devised so that you can exer­cise any­time, any­where” and encour­aged fans to save the pho­tos on their phones for easy access.

FitBit and Jawbone

Coin­ci­den­tal­ly, activ­i­ty track­er brands Fit­Bit and Jaw­bone both blogged about New Year’s Eve.

Fit­Bit looked at what its users’ activ­i­ty lev­els look like on Decem­ber 31 bro­ken down by age while Jaw­bone looked at how late the world stays up on New Year’s Eve and used data from “hun­dreds of thou­sands of UP wear­ers who track their sleep using UP by Jaw­bone,” its activ­i­ty track­er device.

These efforts come as the mar­ket gets more crowd­ed.

On the eve of CES, for exam­ple, nav­i­ga­tion equip­ment brand Garmin announced the launch of its Vívofit 2 device, which it says adds fea­tures to its dai­ly activ­i­ty track­er and will be show­cased at the trade show.

In addi­tion to a visu­al move bar on its always-on dis­play that shows steps, calo­ries, dis­tance and time of day, Vívofit 2 fea­tures audi­ble alerts that remind users when it’s time to get up and move, the brand says. It also includes one-year bat­tery life and is water-resis­tant to 50 meters, so users rarely have to take it off, Garmin says.

An activ­i­ty timer allows users to track and ana­lyze indi­vid­ual work­outs. Dur­ing a work­out, users can pair Vívofit 2 with a com­pat­i­ble heart rate mon­i­tor to track heart rate and zone data, or use its stop­watch fea­ture to record timed activ­i­ties with or with­out a heart rate mon­i­tor, Garmin adds.

“Vívofit 2 removes all obsta­cles hold­ing you back from estab­lish­ing healthy habits,” said Dan Bar­tel, Garmin vice pres­i­dent of world­wide sales, in a state­ment.

Nike and Adidas

Inter­est­ing­ly, two fit­ness pow­er brands, Nike and Adi­das, have put out videos that play on stay­ing active through­out win­ter rather than sim­ply mak­ing changes at the begin­ning of the year.

Adi­das invites con­sumers to “share cold snaps” with the hash­tag #ope­nall­win­ter, but the video has only 66,000 views to date.

By com­par­i­son, Nike instead invites con­sumers to “choose your win­ter” and has net­ted 1.3 mil­lion views for its some­what com­i­cal effort fea­tur­ing actor Chris O’Dowd.

How do you think fit­ness brands can best con­nect with and inspire con­sumers at the begin­ning of the year and beyond?