As the summer sun heats up, many boutique fitness studios face a common challenge: the summer slowdown. Clients go on vacation, routines change, and class attendance often dips. However, there's a creative and effective way to combat this seasonal slump and boost your revenue—Christmas in July!

The Concept

Christmas in July is a festive promotional campaign that brings some of the whimsy and excitement of the holiday season to the middle of summer. By offering a specific special class package every July, you can attract new members, re-engage current clients, and keep your studio buzzing with activity. Here's how to do it and why it works.

1. Craft the Perfect Class Package

If you know me, you know I love a theme. I've taught an entire Beyonce-themed class in a leotard and heels, and you should see my kids' birthday parties. So, if you're going to do Christmas in July, I'm a proponent of leaning all the way in. Go dust off that Christmas tree; you might need it.

2. Host Holiday-Themed Classes

Introduce special holiday-themed classes, like a "Sweat and Sleigh" boot camp or a "July Jingle Bell Yoga Flow." These unusual summer classes can create a buzz and give clients something exciting to look forward to. If nothing else, they're Instagrammable- hello, organic reach. We've done an ugly Christmas tanktop class, and everyone came in their best hideous holiday tanks. I taught in elf slippers and striped leggings because, as I said, I love a theme. The class was packed.

3. Offer Limited-Time Discounts

Create a significant discount on a specific class package purchased during the sale. For example, a Christmas in July class pack (like 20, 30, or even 50) is my favorite if your studio doesn't usually offer large class packages. I extend the expiration date so clients can use them for months to a year, but there are absolutely no extensions (You can even write that in the title). Often, these clients will wait for their chance to purchase the Christmas in July special, and if you time it right, you could filter these deal seekers right into the Black Friday special in a few months.

Try not to get too complicated with your offerings- I would stick to one or maybe two options for ease of sale, especially if you're new to the concept. That doesn't mean you can't go crazy and do a full-blown tiered campaign, but remember that most clients aren't necessarily looking to commit to a gym in July, so your pool is smaller than it is in January.

4. Gift Cards and Merchandise

Looking to boost revenue? Consider adding a retail sale to your Holiday partying to move that summer merch before fall. Festive gift cards are a tongue-in-cheek way to get referrals, too.

5. Referral Bonuses

Encourage your current members to bring a friend by offering them a bonus class, a small gift, or a raffle ticket for a more significant gift for each referral. I like to recommend that clients make the entire week of Christmas in July—usually around July 25th—and allow members to bring friends for free that week. Your job is to upsell those free friends into intro passes before the week is up.

6. Make it fun

—whatever that means for you. Decorate for Christmas, hang snowflakes from the ceiling, or decorate a palm tree. Do whatever makes you smile, but remember to share, share, share your campaign so you're not just redecorating for the fun of it.

Why It Works: The Stats Behind the Strategy

The idea of a summer promotional campaign isn't just about festive fun—it's backed by solid business reasoning. Here are some statistics to consider:

Seasonal Promotions Drive Sales: According to a study by the National Retail Federation, over 40% of consumers take advantage of seasonal promotions, even during non-traditional times like summer.

Increased Client Retention: Research from (IHRSA) shows that member engagement activities, such as themed events and special promotions, can increase member retention rates by up to 15%. Not bad for a fun week and a revenue boost.

Boost in New Client Acquisition: A Mindbody survey reported that 58% of fitness consumers are more likely to try a new studio if a special promotion is being offered. A Christmas in July campaign could bring in new clients who have been waiting for a low-stakes time to try you out. The same Mindbody survey found that clients who take advantage of promotions tend to spend 20-30% more than their counterparts who don't engage with these offers.

Implementation Tips for a Successful Campaign

Start Early: Begin promoting your Christmas in July package at the start of July and give yourself a sold three weeks to drive enthusiasm. Use your studio's email list, social media channels, and in-studio signage to build anticipation. Your first year will need the longest runway. You can rinse and repeat and lean on people's memories of previous years for subsequent sales.

Create a Festive Atmosphere: Decorate your studio with holiday decorations and consider offering themed classes. It helps create a memorable and entertaining experience for your clients.

Leverage Social Media: Post-holiday-themed reels, change your colors to red and green, get silly with Santa-themed posts, and encourage your clients to share their experiences on social media. Run a photo contest for the most creative or host a raffle giveaway to increase engagement and reach.

Run a full-blown campaign: One email isn't a campaign; it's a newsletter (how many times have you heard me say that?). You need to send multiple emails and consider reaching out to last year's purchasers or class pack clients who would benefit from a special package one-on-one. Follow the Black Friday campaign for more tips, and remember to tailor your emails to different buyers.

Segment Your Audience: If you send this to everyone, you might end up with inconsistent members asking to cancel to buy a class package. If you don’t mind that, then you can totally send the large class pack sale to everyone, but if you’d prefer not to lose members, make sure you’re segmenting your package offer email to only non-members.

Embracing a Christmas in July campaign can transform the traditionally slow summer months into a period of growth and excitement for your boutique fitness studio. Still, it's more than just a sale. Start planning your Christmas in July campaign and watch your summer slowdown turn into a summer success! Want to be walked through campaign planning? Check out our workshop on large campaigns. Happy planning!