We’ve all been there—starting the year with big plans to hit the gym, eat healthier, and crush those New Year’s resolutions.

But somewhere between “I’ve got this!” and “Where did the time go?”, motivation fades, and sticking to those wellness goals gets harder. So, how do we stay committed to living healthier, especially when life gets busy?

According to Kia Abbott, Virgin Active’s Global Chief of Customer Value, the biggest challenge is that wellness goals often come with delayed rewards.

“The best results from healthy habits don’t show up right away,” says Abbott. “Our brains are wired to respond to instant rewards, so staying motivated for long-term goals can be tough.”

The Science Behind Motivation

So, why do some people manage to stay consistent while others struggle? It’s all about understanding how motivation works and how to use it to your advantage.

Research shows that using rewards, incentives, and even a little competition can boost your chances of sticking to healthy habits.

Virgin Active has taken this to heart, updating its App and Rewards Program to help members stay excited about their fitness journeys.

By offering incentives and celebrating small wins, they’ve seen a big improvement in member engagement. Since launching the loyalty program, 73% of members have signed up, and weekly visits by less-engaged members have jumped by 164%.

Plus, members in the rewards program are 60% less likely to cancel their membership.

“The changes we’ve made are rooted in simple behavioral science,” says Abbott. “By introducing challenges, rewards, and a bit of friendly competition, we’re helping people get excited about the small steps that lead to big, long-term health changes.”

It’s All in Your Head

Sticking to healthy habits often comes down to motivation—whether it’s intrinsic (doing it because you love it) or extrinsic (doing it for a reward). If you love the rush from a great workout or feel energized after a good night’s sleep, that’s intrinsic motivation.

But let’s be real—most of us need a little extra push. That’s where rewards and incentive programs come in. These external rewards give you something to work towards, helping build healthy habits over time. Eventually, these short-term wins lead to the ultimate reward: achieving your wellness goals.

“When someone earns a reward for doing something good for their health, their brain connects that success to the effort they put in,” says Abbott. “This creates a positive feedback loop that keeps people motivated, especially when the rewards are meaningful to them.”

Whether it’s hitting a new personal record, moving up a fitness level, or trying something new, these small wins keep you excited and motivated to keep going. Virgin Active taps into this psychology by offering goals and challenges that are fun and rewarding.

Keep It Real, Keep It Going

At the end of the day, wellness is personal—it’s about setting long-term goals that work for you. Forget quick fixes, fad diets, or unrealistic standards that set you up for failure.

Instead, focus on sustainable habits, celebrate the small wins, and embrace the power of rewards and recognition to fuel your progress.

“It’s important to remember that progress isn’t about being perfect—it’s about showing up, enjoying the process, and celebrating each small victory,” says Abbott.

By keeping things fun, rewarding, and realistic, you’ll stay on track and ultimately reach your health and wellness goals.