5 Summer Fitness Studio Ideas That Build Community and Boost Loyalty
Summer's here, and although that can make studio owners nervous, it also comes with the opportunity to strengthen your fitness community if you get creative. While summer can bring dips in attendance (studios typically see a 10-20% drop in July and August), it's also your chance to focus on retention. Rather than panic about attendance dips, let's flip the focus with these five creative summer event ideas that build loyalty, strengthen your community, and keep your studio thriving.
1. Outdoor Workouts in the Park (and Beyond!)
There's something special about taking movement outside. Fresh air, a change of scenery, and that boost of energy you don't get indoors- it's a recipe for higher engagement. Outdoor classes have been shown to draw in 20% more participants than indoor sessions in the summer months.
Why it's worth it:
Summer vibes mean members crave new experiences and a break from their usual routines.
Being in nature has been shown to improve mood and energy (remind people of this fact in your emails).
Outdoor settings create a "special event" atmosphere without a lot of extra planning or budget.
And don't limit yourself to the park:
PostClass farmers market: Start with a workout and collectively head straight to grab fresh produce together. Once, we even added a market tour with a dietician partner who talked about seasonal produce and gave tips.
Barre to brunch: Pair a low-impact (read: not sweaty) workout with a laid-back brunch for the ultimate summer morning.
Patio yoga: Collaborate with a local café or brewery that has a patio for a relaxing flow.
Studio-led hikes: Organize a group hike for a social sweat session with views.
Summer outdoor events tap into that adventurous, carefree energy that people love. You'll create experiences that feel memorable and meaningful - two ingredients for loyalty that lasts.
2. Post-Class Treats: Smoothies, Juice Shots, or Popsicles
Who doesn't love a treat after a great workout? Summer socials don't have to be complicated - sometimes all it takes is a simple smoothie bar or post-class popsicle surprise. These small touches have a surprisingly impactful effect on member retention. According to the Mindbody 2024 Wellness Index, 75% of members say social events make them more likely to stick with a studio.
Here's why:
These events turn a workout into a social gathering, helping members build friendships and accountability.
They're a great way to strengthen bonds between members and staff.
They create fun, Instagram shareable moments (hello, free marketing) that reinforce your community vibe.
Even something as simple as a surprise juice tasting after class or a pre-aranged summer class & potluck can make members feel valued - and more likely to show up again.
3. Summer-Themed Classes to Keep Things Fresh
Summer is the perfect excuse to add a little flair to your regular schedule. Themes keep things fun and engaging, and they're a proven way to get members excited. Data shows that themed and specialty classes draw in 1.5 times the usual attendance.
Why it works:
Themed classes are unique and memorable, giving members something new to look forward to.
They're perfect for social media - people love to share photos of a fun, creative workout.
Themes can lower the barrier for new people to join in and give it a try.
Don't be afraid to get playful with your themes. Try a beach-inspired yoga flow, a glow-in-the-dark dance class, or a luau-esque yoga class with flower crowns. The key is to make it feel fresh, fun, and low-pressure, which is precisely what people want in the summer.
4. Giving Back: Charity and Donation-Based Events
Hosting donation-based classes or community-focused events isn't just about doing good - it's also a powerful way to build loyalty. Research shows that 87% of people prefer to support businesses that invest in their community.
Flex Fusion clients with our duffel bags for children in foster care
Why it matters:
These events give your studio a purpose beyond the workout, which increases client "stickiness."
Community fundraising brings people together around something bigger than themselves, fostering a sense of unity and shared purpose (AKA member retention).
They create powerful, lasting connections that go deeper than just showing up for class. That means when you make a change that a client doesn't like, they're less likely to cancel because they're getting more than just fitness out of their contract.
Whether it's a park clean-up workout, a donation-based yoga class, or a back-to-school supply drive, these events reinforce that your studio is about more than movement. You're genuinely all about community. Make sure you share pictures and updates about your fundraising goals with your clients and on social media to get more eyes on your philanthropy.
5. Family-Friendly Classes and Playdates
Summer schedules can be problematic for parents, so consider adding family-friendly or kid-inclusive events if you have a lot of parents. Offer childcare if you have the space, or host "Mommy and Me" yoga, stroller boot camps, or a family-friendly hike. (*important note- you may need to change your insurance if you have kids in the studio, so check!)
Why it matters:
It takes away barriers for parents who might otherwise skip a workout.
It shows that your studio sees the whole family as part of the community.
Parents who bring their kids to class are more likely to stay consistent.
So, Should You Run Summer Programming?
Yes, these events are fun, but they're more work than just business as usual, so why bother? Because they're not just for fun, they're also smart business:
Loyalty increases by 10-15% when you host community events.
Social events build real connections that keep members coming back.
These seasonal events help offset the summer slump in attendance and keep your energy up, too.
Summer can be tricky for studios, but it's also an opportunity to build something special. With a bit of creativity and a focus on what your community needs, these sunny months can turn into your strongest season yet. So get out there and make it happen—your summer of connection starts now.
