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6 Ways to Beat the Summer Lull at Your Fitness Business

Summer is here, which for many fitness businesses means downtime at their studio or gym. Long gone are the days of resolutions and defined schedules. Instead, clients are away on vacation, taking care of kiddos on summer break, spending more time outdoors, and, for some, all of the above.

While you can absolutely make the most of slow days at your fitness business, you can also implement a few strategies to keep customers motivated when the summer daze hits. 

Here’s how: 

1. Create a challenge

Challenges help kick things into high gear and encourage clients to stay consistent with their workouts. And, if there’s ever a right time to host a challenge at your business, summer is it. 

At my studio, I’ve seen, firsthand, how challenges create an atmosphere of friendly competition and accountability. They ultimately build long-lasting camaraderie among members. Plus, they can turn the tide on a typically slow season. 

The best part? Your challenge doesn’t have to be complicated. 

Consider a(n): 

  • Attendance challenge (think 15 classes in 30 days) 

  • Referral challenge (give points for each new referral)

  • Studio-wide health challenge (drink X ounces of water, walk X amount of steps, etc.) with a reward for those who participate

2. Host a summertime open house

In the midst of long days and warm nights, host an open house at your studio or gym. 

Offer free classes, highlight new services, and invite both new and existing customers to your business. Make it more of an outing with raffle prizes, snacks, and/or a live DJ in class. 

Offering a summer special? Your open house is the perfect opportunity to promote it⁠. Provide an extra discount or exclusive swag for attendees to sweeten the deal. 

3. Take your workouts outside

Sun’s out, guns out—and if you’re having a hard time getting customers to come into your studio, meet them outside.

Host a class in the park or at the beach and invite your local community.* 

Use bodyweight exercises and/or on-the-go equipment (bands, TRX®, etc.) to give prospective clients a great workout and get the word out about your brand. Outdoor workouts also engage existing clients who enjoy spending more time out and about this time of year.

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

4. List your business on ClassPass

Want to get your studio in front of traveling fitness fanatics who are actively seeking out workout classes and experiences while they're on vacation? Look no further than ClassPass. By listing your business on ClassPass (for free), you’ll reach an untapped audience that’s perfect to supplement your existing client base. Our data has proven that ClassPass helps businesses drive incremental value by filling up unused class spaces and exposing studios to customers who may not have otherwise tried a class.

We know that a lot of myths swirl around ClassPass and, as a business owner, it can be nerve wracking to try something new. But with our ClassPass guarantee, there’s no better time than the summer months to make it part of your business plan. We’re promising Mindbody customers who add on ClassPass for three months that they’ll see a revenue boost—if you lose more than you gain, we’ll write you a check for two times the difference.

5. Travel with them

While you can’t really go with your clients (unless you host a retreat), you can help them stay active while they’re away. 

Whether you record videos or write out a list of exercises in a printable doc, travel-friendly workouts are a simple and fun way to connect with your community, wherever they go. 

Promote these travel workouts on your blog, social media, and email marketing. That way, your business will stay top-of-mind and clients will be excited to return to your facility once they get home. 

Want to take it a step further? Create a social media challenge and invite clients to tag your business in their travel adventures and during their travel workouts. Reward the winner with additional swag or a discount on their next class package. 

6. Entice travelers with Promoted Intro Offers

With potential travelers visiting your city, now is the perfect time to list your fitness business in the Mindbody app and start promoting your classes with Promoted Intro Offers. Promoting your intro offers can help your business attract new clients by displaying your offers in the “Intro Deals” section of the Mindbody app home screen to advertise your special packages to new customers and turn them into repeat clients.  

Here’s how it works: 

Any new or existing pricing options that you sell online and mark as an introductory offer will be promoted and featured front and center on the app at the top of the screen. The best parts about Promoted Intro Offers are that it’s easy and free to opt-in—you’ll only pay if a client books a class at your business. The fees are performance-based, which means it will cost you nothing if it doesn't produce results.   

Here’s how to get started: 

To start promoting your intro offers, be sure to opt into "Promoted Intro Offers" through the Marketing screen in your fitness software. To learn more about how to get started with Mindbody Promote, here’s a support article where you can find more information

Bottom line: You’re bound to attract prospects and keep clients coming back using these tips. Even during the dog days of summer. 

Ready to get the word out about your summer campaigns?

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About the author:

Denise Prichard

Manager, Marketing Content and Certified Yoga Instructor (RYT-200)


Denise Prichard is a certified yoga instructor (RYT-200) and an experienced content marketing professional with a penchant for writing compelling copy within the fitness, wellness, and beauty industries. When she isn't writing or editing, you can find her teaching yoga classes, pedaling her heart out at a spin class, or hanging out with her rescue pups. She currently serves as the marketing content manager for Mindbody.


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