‘It’s like our Super Bowl’: New Year’s resolutions drive local businesses in Richmond

RICHMOND, Va. (WRIC) — As 2026 gets underway, millions of Americans are making changes for the new year -- and Richmond businesses are seeing the impact.

From fitness studios to beverage companies, local businesses are feeling the financial benefits of people pursuing new goals.

Boho Studios' owner and founder AnnMarie Grohs said the fitness studio sees an increase in clientele during the first few months of the year as Richmonders dive into their New Year’s resolutions.

"Oh, it’s like our Super Bowl -- It is delightful," Grohs said. "The first quarter of every year is usually fantastic."

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Grohs said that, every new year, most people seek personal training, as some beginners may find group classes intimidating.

"We see current clients just reengage for classes and their fitness -- they have new goals," she said. "And, like everybody, we get a whole bunch of new people."

While the influx of clients is a positive boost to the studio’s financial outlook, Grohs acknowledged that some New Year’s resolutions do taper off over time.

"[Things die down] Usually in March … but it’s not always a massive drop-off, like some people think, or that you hear about," she said. "You just are going to notice a few people you hadn’t seen as much."

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For those looking for a temporary change, Dry January has become a popular trend, with participants committing to abstain from alcohol for the month.

"We definitely have seen a decrease in alcohol consumption during January," said Jay Bayer, founder and co-owner of Bingo Beer Company and Cheat Code Beverage Company.

Bayer said his businesses are expecting an increase in sales of their new THC seltzer drinks, which many are drinking as an alternative to alcohol this January.

"Those social moments still exist, and people are just kind of looking for an alternative, so we’ve definitely seen that already," he said. "And stores that we’ve talked to, they’re saying the same thing, [that] they anticipate a good buying season for January."

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If you're doing Dry January and would like more information on locally produced THC seltzers, click here. If you want to work on your fitness goals, Boho Studios is offering a variety of classes, with information on those available here.