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Beat the Summer Lull at Your Fitness Business

by Lauren McAlister on Jul 18, 2019

MINDBODY emerged from a simple idea: small business owners deserve the time to do what they love. From its first iteration, MINDBODY software has turned that vision into the technology that links tens of thousands of health, wellness, and beauty professionals to the millions of clients they serve.

Here’s how to turn the slow, summer season into a profitable time for your business.

Summer’s here, which for some gyms, means the clients aren’t.

Those regimented, resolution-aided schedules seem to go out the window. The kids are out of school, vacation season is upon us, and beaches and trails call out.

But, summer doesn’t have to mean slow, quiet days at the gym. Try these tactics to keep customers motivated.

1. Challenge Your Community

Encourage your clients to stay driven with a workout challenge.

Challenges create a climate of friendly competition and accountability. They can forge bonds between members. And, they can shore up the slow season.

Your challenge doesn’t even need to be complex.

Consider a(n):

  • attendance challenge (think 15 classes in 30 days)
  • referral challenge (award points for every referral)
  • health challenge (drink X ounces of water, walk X amount of steps, etc.) with rewards for participants
  • email announcement throughout the challenge to get the word out

2. Host an Open House

What’s more classic than a summertime block party? Host one at your gym and invite new and current clients.

You can offer a free class, showcase new services, have a DJ, and offer snacks and raffle prizes.

If you share customers with neighboring businesses, consider hosting joint open houses to increase foot traffic and the chances that someone new will discover you.

3. Have Class Outside

If you can’t get your customers into your studio, meet them outside.

Host at the park or beach and invite the local community.*

You can use bodyweight exercises and/or on-the-go equipment (bands, TRX® Suspension Trainer, etc.). Potential clients will get a great workout and you’ll spread the word about your studio. An outdoor workout can also appeal to the existing customers who would rather be outside when the sun in shining.

*Check with your local Parks and Recreation department for permit and/or license requirements.

4. Travel With Them

No, we don’t mean tag along to Paris. (Though with all the vin et fromage et“ what’s French for carbs? It’s not a bad idea.)

You can help them stay active while they’re away, though.

Recording videos (which is good content for your online presence) or writing travel-friendly workouts is a great way to connect to your clients and keep them on-track while they’re away.

Take it a step further and create a social media challenge. Invite clients to tag your business in their travel adventures and during workouts. Offer up additional swag or a class package discount as a reward.

Using these tips, you’re bound to attract prospects and keep clients coming back.

IDEA Fit Tips, Volume 17, Issue 8

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© 2019 by IDEA Health & Fitness Inc. All rights reserved. Reproduction without permission is strictly prohibited.

About the Author

Lauren McAlister

Lauren McAlister IDEA Author/Presenter

Lauren is the co-owner of a fitness studio and a certified Nutritional Therapy Consultant. Born and raised in California, Lauren has a heart for working out, traveling, and baking paleo-ish treats for friends and family. She's also passionate about crafting meaningful content for others in the wellness space, which makes her role at MINDBODY a perfect fit.