The September surge

In “The September Surge,” Alexandra Beck explains why motivation peaks in September - and how to make it last.

Photographs: Unsplash

Text: Alexandra Beck

Every September, I notice the same phenomenon: suddenly, my inbox fills up, group class sheets fill faster, and new personal training clients are eager to start. It’s not New Year’s, it’s not spring - yet somehow September has a special magic when it comes to motivation.

And honestly? It makes sense.

We’ve all just come off summer-long days, travel, kids home from school, and rosé in the sunshine. Then, suddenly, life clicks back into rhythm: schools reopen, offices refill, and the days get shorter. September has that “fresh notebook” energy. It feels like a new year without the fireworks.

I call it the September surge.

Why September feels so motivating

There’s actually psychology behind it. Researchers call it the “fresh start effect.” Any temporal landmark - like a birthday, a new week, or yes, the start of September - creates a mental reset. It tricks our brains into separating “old me” from “new me.” And after a summer of ice cream, Aperol, and a lot of excuses, it feels good to hit reset.

Add in the practical side: cooler weather makes workouts more appealing, routines are easier to keep when the kids are back in school, and we know the darker months are coming. So there’s a sense of urgency to get moving now - before winter makes us want to hibernate.

The problem with surges

The challenge? Surges fade. That September motivation can feel unstoppable at first - you’re booking classes, meal prepping, even considering taking up running. But if we’re not careful, by November, motivation can slip back into the shadows with the same speed as the autumn sun.

And this is where my job as a coach comes in. Because the truth is, motivation is like the weather: unreliable. What we need is consistency, not fireworks.

How to make it last

Here’s how to turn that September surge into sustainable progress:

1. Start small, not spectacular.

Don’t sign up for six classes a week, overhaul your entire diet, and pledge to run a marathon by Christmas. You’ll burn out by October. Instead, pick 2–3 non-negotiables. For example:

• Strength training twice a week

• Hitting a protein target daily

• Taking one evening walk without your phone

Those small wins stack up faster than you think.

2. Shift focus from outcome to identity.

Instead of saying, “I want to lose 5 kilos,” try, “I’m becoming the person who lifts twice a week and eats to fuel my body.” Outcomes are slow - identity sticks.

3. Track something measurable.

Motivation loves evidence. Whether it’s weight lifted, kilometres walked, or your phase angle score from a body composition scan (my favourite geek-out moment with clients), you need proof that effort = progress.

4. Expect the dip.

At some point, you won’t feel like it. You’ll be tired, stressed, or distracted by Christmas markets. That’s normal. Anticipate the dip, and have a plan: maybe a lighter session, a 20-minute walk, or ask a friend to join you. Remember, it doesn’t have to be perfect to count.

5. Anchor habits to your life rhythm.

September feels structured because of back-to-school energy. Use that. If you train every Monday and Thursday at 17:30, don’t negotiate. Treat it like brushing your teeth - non-negotiable, even if you don’t always feel like it.

What I see in my clients

This September, just like every year, I see people buzzing with new energy. And it’s exciting! But I also gently remind them that this isn’t about a “September version” of themselves. It’s about the October version, the January version, and yes, even the April version - who would much rather be in a café with a kanelsnegl than in the gym.

Progress happens when we learn to keep going through all those versions of ourselves.

On a personal note

Even as a trainer, I ride the September surge. I love the energy of new beginnings - it gives me a boost, too. But my real joy is when I see a client still showing up in November, when it’s dark, wet, and the honeymoon phase of motivation has long gone. That’s when the magic happens: the habits stick, the strength builds, and people realise they’ve changed far more than just their waistline.

Final thoughts

So, if you’re riding that September high right now - fantastic! Use it. Book the classes, fill the fridge with food that fuels you, and set the routine. But don’t expect motivation to last forever. Instead, build habits so strong that they carry you when motivation inevitably dips.

Remember: September might spark the fire, but consistency keeps it burning. See you out there - coat, gloves, and all.