SHAPE-UP SEASON HEALTH CLUBS WELCOME ANNUAL RUSH AS PEOPLE WORK OUT THEIR NEW YEAR'S RESOLUTIONS.

Byline: Candice Choi Staff Writer

It's that time of year when gyms start flexing their sales muscle as Americans resolve to finally get in shape for the year ahead.

``People join thinking they want to make drastic changes to their diet,' said Allen Saltzman, owner of Topanga Fitness in Woodland Hills.

His gym welcomes about 40 percent of its membership for the year between Jan. 3 and Feb. 10. People start streaming into the gym after New Year's not only to kick-start their newfound resolutions but to work off the rich holiday meals they've consumed as well, he said.

By summertime, Saltzman said about 65 percent of new enrollments are lost.

About 66 percent of Americans are overweight or obese, but only about 12 percent belong to a gym, said Jon Harris, spokesman for Bally Total Fitness. That means there's ``a huge opportunity out there'' for gyms, Harris said.

``This is a chance to introduce people to fitness if they haven't thought about it,'' Harris said.

Bally is using the opportunity to partner with Yum! Brands to offer free trial memberships to anyone who presents a receipt from Yum! chains like KFC, Taco Bell and Pizza Hut.

``Certainly we all love that (food) and we've got to live,'' Harris said. ``But if you are going to eat that, you've got to spend a little more time on the treadmill.''

More than 10 million Americans are expected to join a gym in 2005; two million of those will join this month, according to the International Health, Racquet & Sportsclub Association.

``The number of gyms are multiplying as membership grows,'' said Katie Rollauer, research manager at IHRSA.

In 2002, 36.3 million people were gym members, Rollauer said. The average price for a monthly gym membership is $50.

Feeding into the spike in enrollment that gyms will experience this year is the nation's growing health obsession. A survey by Bankrate, a consumer banking site, found 36 percent of Americans want to lose weight in the new year, as opposed to the 31 percent who want to eliminate debt.

The survey by Bankrate found women want to lose an average of 24 pounds in 2005. Men are gunning to lose an average of 21 pounds.

This was the first year the survey found people were more concerned about weight loss than reducing debt.

Yum! is getting into the act by posting ``Keep it balanced'' lifestyle posters in restaurants along with nutritional brochures, and is providing healthier menu options.

Experts say only about 20 percent of people keep their fitness resolutions, according to a survey by Lightlife, a vegetarian food company. Some realize they're doomed from the get-go; 9 percent of people say they'll be lucky if their resolutions last a month.

The next big surge in gym membership enrollment comes in April, when people start thinking about bathing suit season, Harris said.

Candice Choi, [phone]

candice.choi(at)dailynews.com

CAPTION(S):

2 photos, box

Photo:

(1 -- color) Michael Lucas does squats with trainer Brad Mallie at Topanga Fitness, which has a surge in memberships each January.

(2 -- color) Sally Crosby does exercises as trainer Lori San Martin watches at Topanga Fitness. The club reports a dip in memberships by summer, after people forget resolutions.

Michael Owen Baker/Staff Photographer

Box:

TESTING YOUR RESOLVE