Summer Slowdown? Seven Tips to Increase Retention and Sell New Gym Memberships in the Summer
Summer can be an unpredictable time for boutique fitness studio owners. Fitness-related memberships in July are at their lowest industry average, and it can feel like a complete drag if you’re not prepared. But with the right strategies, you can turn this seasonal challenge into an opportunity for growth. Here’s how to keep your members engaged and attract new clients during the warmer months.
How to Increase Membership Retention
Depending on the study and your specific industry, it’s five to twenty-five times less expensive to keep your members than it is to find new ones, so membership retention strategies are crucial in the summer months when gym membership turnover is at its peak. Engaged members will prioritize fitness during busy summer months and are more willing to continue paying membership fees while they’re traveling.
Challenges
This is my favorite fitness studio retention strategy. If you’re new to challenges, keep it small and focus on member engagement. Encourage your staff to play and remind teachers to announce it in class. We use a simple sticker chart for our attendance challenges or stick bingo boards to the lockers and windows. Your goal is to make consistency a habit, and nothing rewards behavior like a sticker chart!
Challenge formats:
20 classes in 30 days, 40 in 60, or 60 in 90 (we call it our Strongest Summer Challenge)
Bingo- either blackout or 5 in a row
Team challenges that encourage members to work together
Summer Gym Special Events
Summer is the perfect time to up your event game. You want your clients to want to come to the studio so make it exciting. Special events that are only available over the summer are a great way to drum up excitement. Better yet, print out a giant wall calendar (Etsy has some beautiful ones) and put it on your wall so clients have to walk by your studio summer schedule every day. Don’t forget to announce the events with plenty of runway time to maximize sign-ups. Get creative, but here are a few ideas to start you off:
A summer-only class like a 30/30 strength and stretch, dance cardio, or summer conditioning. Whatever it is, make sure it’s exciting so people count down for the start
Holiday classes like a Fourth of July/ Memorial Day Barrety/Party with red, white, and blue attire
Themed classes: 90’s hip-hop or summer bangers through the decades are always hits.
World Wellbeing Week- last week of June. Bring in a meditation teacher or mental health specialist
International Yoga Day is June 21st
Barre to Bar or Barre to Brunch. Take class and then head en masse to a partnering business for brunch or bubbles
Movie night on a projector in the studio (this is a favorite at my studio)
Golden Ticket Class- choose a class each day or week and hide a golden ticket under a prop. Whoever gets the ticket receives a prize
Date night- members bring their significant other for buddy boot camp or partner yoga
Father’s Day- Bring your guy to the studio for a discount (and lead into a men’s health month flash sale).
Juice tasting after class- partner with a juice company to bring samples
Take it Outside
I know - you pay thousands for your boutique fitness studio’s rent and now you’re supposed to plan outdoor events? If you live somewhere with moderate summers, consider meeting your clients outside because that’s where they want to be. Outdoor events also offer a chance for members to chat and build relationships. It’s time to break out your outdoor summer fitness gym model:
Bootcamp and Brunch at the park (or just boot camp/yoga etc.)
Yoga & Mimosas on a partnering business’s patio is a favorite for my studio
Hike together- it’s a great way for members to get to know each other
Train for a fun run and sign up as a group. Partner with a local running shoe store to fit your clients for new shoes
Family Fitness day at the park- bring the littles for a family-centered class
Picnic or BBQ potluck as a member meet up
Get Social
Your social media is a gym retention strategy as well. Use your social media to connect with your clients and tag them so they re-share on their own pages to double-dip in marketing as well.
Member Monday shoutouts
Teacher take-overs on stories (we have clients guess who each baby picture is the night before to introduce the teacher and increase engagement)
Highlight summer milestones
If you’re doing a challenge, track progress and shout out front runners each week
Create a sense of FOMO (are we still saying FOMO?) by posting class and event photos regularly to show absent clients all the fun they’re missing!
How to Increase Gym Membership Sales During Summer
You have your gym member retention strategy, Here’s how to make sure your marketing plan and sales strategies are keeping studio revenue up.
Summer Fitness Sales
As a coach, this is what everyone wants to work through. Although frequent flash sales can dilute your studio’s perceived value, strategic discounts like a special summer gym membership are smart. Some of my favorites:
Six Weeks of ___sweat/flexibility/strength____- a six week special that encourages new and existing clients to go above and beyond their normal fitness routine. Build accountability and coaching into this offer and charge anywhere from $299-$599.
2-Month Unlimited Pass: Ideal for those seeking flexibility without a long-term commitment. This is my favorite summer membership.
Memorial Day to Labor Day 98 98-day Unlimited: A clear, seasonal package that appeals to clients who want to spend their summer in the studio (like teachers). You may need to break the payments into three installments if it gets too pricey.
Bottomless 10-Pack: A flexible option for those with unpredictable summer plans. This package will renew every time they use the classes, and it’s a huge hit with my private client studio owners because members love the flexibility.
Teacher Intro- one of my favorite guerilla marketing techniques is to send business card-sized free intro passes to schools in late May (attached to Kind bars) with my educator clients to attract others who are off for the summer. Whoever brings in the most new clients from their school wins a free month!
Family pass- for clients of older children (13+) we offer a family pass for the summer. Clients can purchase a three-month mini-membership to bring their teens to class for 10-20% off
Pre-sell a summer workshop pass and host one workshop per month for June, July, and August.
Implement a “Friend Friday” Program and encourage members to introduce friends to your studio for a discount (like $5 or $15 fridays or whatever day is your lowest)
June is Men’s Health Month so focus on getting men in - especially your clients’ spouses- with a discounted class package.
Increase Alternative Revenue Streams
It’s time to get creative with your revenue sources.
Partner with other industry professionals to offer workshops in areas that your clients are interested in. Develop a relationship with nutritionists, dietitians, massage therapists (date night couples’ massage workshops always sell out), naturopaths, and hormone health specialists.
Sell summer-only retail-like Fourth of July branded tanks, summer-themed grip socks, and water bottles. We drum up excitement by letting clients vote for the color/style options on Instagram stories and sell a limited number of pre-order-only options. Try not to spend too much upfront if you’re new to retail.
Christmas in July is my favorite sale of the year- I regularly have studio owners bring in $25k+ during this sale. Read all about the strategy here.
If you have the space, offer summer childcare memberships. Moms are the largest demographic in boutique fitness, and they need places to take their kids. Host creative movement, kids yoga, or art camps to keep the kids busy while mom takes class, or just block an area of your lobby for childcare. *Check on your insurance and state requirements for hosting kids first.
Decrease your Schedule
Remember, there are two ways to make more money: sell more or spend less. Your summer schedule should be limited if your attendance dips in July. Decrease classes and suspend under-performing classes altogether. Considering how difficult it is to find substitute teachers in the summer, it’s a smart strategy all around.
Independence Day is on a Friday this year, so consider taking a long weekend off and closing Friday-Monday. If you frame it as, “this holiday is for family, so we’re giving our teachers the weekend off to recharge with their loved ones!” you’re unlikely to receive much pushback since most people are out of town anyway. Everyone deserves a break- especially you.
Summer strategy can cause boutique fitness owners to lose sleep, so remember your three-tiered approach. Spend less, focus on clients who have new availability, and engage your clients in creative ways. It doesn’t have to be a summer slowdown, it can be a summer smash!
