Summer can be an unpredictable time for those of us in the gym and fitness studio owners. Fitness-related memberships in July are at their lowest industry average, but it can feel like a complete gym summer slowdown that drags on if you’re not prepared. The key is a dual focus on both retention and new sales – boost gym membership sales while also keeping member retention high. 

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: like Beyonce and Jay-Z, 90’s hip-hop, love song vs heartbreak anthems, etc.

• 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.

• Two or Three-month summer pass- This is a standard summer package in the fitness industry and is perfect for educators.

• 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

• Hype up your month-to-month autopay pass to non-active clients. I love to flash sale the one-month membership for the discounted price of the six or twelve-month membership. Clients often get into a routine and stick around into the fall. Remember, from a buyer psychology standpoint, your pitch needs to be more than “for the price of the 12-month membership" because that doesn’t hold much meaning to your new clients. Highlight the discount and the value, not the price.

• Pre-sell a summer workshop pass and host one workshop per month for June, July, and August.

• 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. 

• Schedule an exciting teacher training or continuing education in the middle of the summer when membership sales tend to be low. 

• 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 couple’s 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.

• 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 weekend this year, so consider taking a long weekend off and closing Friday-Monday. If you frame it as, “this weekend 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. 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!