10 min
Summer often brings a dip in attendance, with people on vacation or enjoying outdoor activities. But that doesn’t mean your gym has to slow down.
Instead, you can take advantage of the quieter months to optimize your operations, engage your members, and get ahead for the fall rush. The key is to stay proactive.
In this blog, we’ll share practical strategies that will keep your members active and position your gym for success when September hits.
1. Upgrade Your Club
Summer’s here, and with it comes a quieter gym.
Instead of slowing down, it’s the perfect time to roll up your sleeves and optimize your operations.
Now’s the time to automate. With fewer members around, it’s easier to implement changes without disrupting their workouts. Automate tasks like bookings, payments, and communication.
When we asked our clients why they chose management software, 80% said they needed to simplify their tasks. Half of them reported saving time or improving their work quality.
Magma Muscle Factory, an independent gym chain in Madrid (Spain), automated their booking and payment systems with Virtuagym, saving them hours every week.
Noelia Ferreiro, co-founder, shared with us:
“Virtuagym has allowed us to manage everything efficiently, saving time and improving the customer experience.”
This kind of efficiency frees up time for more member engagement, and if you’re thinking ahead, you can scale these changes to accommodate the September rush.
If you get the right systems in place now, your gym will be ready for a smooth, successful transition into the busier months.
Ready to keep your members coming back for more?
Discover proven strategies for boosting retention in our Gym Member Retention Strategies blog .
2. Improve Your Venue and Services
With fewer members around, you can make strategic improvements without disrupting the flow of your regular members.
Make the most of your space
If certain areas of your gym are underutilized, now’s the time to rethink their purpose.
Rearranging equipment or creating new workout zones can make your gym feel more inviting and efficient. For example, if you’ve got unused space, turn it into a dedicated area for stretching, yoga, or even virtual sessions. You can also set up a section for small-group training or a designated space for your outdoor boot camps.
Outdoor training can be a game-changer. Whether it’s transforming your parking lot into a boot camp zone or hosting group sessions in a nearby park, outdoor classes offer a fresh environment that people crave in summer.
It’s not just about moving outdoors, it’s about creating an experience that members will talk about and share. If you’ve got the space, use it.
Offer fresh services that match the season
Summer is the perfect time to introduce new classes. Think outdoor boot camps, sunrise yoga, or a “Cardio Summer” HIIT class. These types of programs align with people’s summer fitness goals — they want to get in shape and feel good doing it.
It’s also a way to break the monotony of the gym, providing variety that keeps members excited to show up.
Offering specialized fitness challenges like a “Summer Strength” challenge or a “Beach Body Prep” class is another way to bring fresh energy into your gym.
These are goal-oriented programs that tap into the desire for quick results before the end of the season. And when you make them exclusive to summer, you create urgency. Members are more likely to sign up if they know it’s only available for a limited time.
Make it personal, and take it online
With fewer members, you can dedicate more time to one-on-one coaching or small group training. Personal attention is what sets gyms apart.
You could also use this downtime to set up remote coaching services using Virtuagym’s app. This way, even if a member is on vacation or can’t make it to the gym, they can still stay on track with personalized workouts.
3. Prepare for September Rush
Summer might be slower, but September is coming, and with it, a huge opportunity.
In fact, we’ve seen gyms increase their summer class bookings from 24,000 to 72,000 in September alone. That’s a 300% jump, and it’s not just a fluke, it’s the reality of the fall rush.
Now is the time to prepare so you can handle the surge with ease.
Plan for the surge
Start by offering early-bird discounts or “fall fitness” packages that encourage new members to sign up ahead of time.
This gives people an incentive to commit early, ensuring you’re not scrambling to fill classes when the busy season hits. You could bundle memberships with extra perks, such as free personal training sessions or exclusive access to new classes.
Now is also the perfect time to clean up your member data. Remove outdated information and make sure your system is up to date.
This will make follow-ups and communications much smoother when the rush begins.
Set up automated reminders for members to book their September classes or renew their memberships.
By automating this process, you reduce the risk of missing out on potential sign-ups or renewals.
Lastly, make sure your booking system is fully optimized. Test it now to ensure everything runs smoothly when demand spikes.
If your booking system isn’t easy to navigate, members will be frustrated — and that’s the last thing you want during the busiest months of the year.
Planning for the September rush ensures you won’t just survive the transition from summer to fall, but that you’ll thrive. Get your systems in place, offer the right incentives, and you’ll be ready to welcome new and returning members with ease.
Ready to go one step further? Read this blog to prepare for the September fitness rush.
4. Get Creative with Fitness Activities
Fitness challenges are proven to boost member participation, motivation, and retention (somethings that your gym needs specially in Summer). And here’s the best part: they make staying active fun.
You can use gamification to keep your members engaged, whether it’s through outdoor events or digital challenges. For example, organizing a 5K fun run or bike ride challenge can get members outdoors, while also promoting friendly competition. Or, host virtual workout series with weekly challenges — perfect for members who can’t always make it to the gym.
Incorporating social media into the mix can also help increase engagement. Social media fitness challenges like “30 Days of Squats” or “Push-Up Challenge” encourage members to share their progress, creating a sense of community and promoting your gym online. You can create a hashtag (e.g., #CardioSummerChallenge) to track progress and generate buzz.
Other creative options could include a “Summer Strength Challenge” where members track their progress in weight lifting or a “Cardio Summer” challenge to boost endurance. You could even offer small rewards for members who complete certain milestones, like discounts on services or gym merchandise.
These activities don’t just keep current members engaged; they can also attract new faces. They offer something fresh, exciting, and a little competitive to help keep your gym active and buzzing all summer long.
5. Offer Special Season Deals
Seasonal promotions often fail because they’re not backed by a strategy.
A discount alone isn’t enough to drive sign-ups or retention. To make them work, you need to understand what really motivates your members, especially during the summer months.
The psychology behind effective promotions:
Research from IHRSA shows that gyms with targeted promotions see 20-30% more sign-ups in the off-season. But more than just attracting new members, the right promotions encourage commitment.
A flexible membership or price freeze taps into the psychology of loyalty, members are more likely to stay when they feel they’re getting something long-term.
Here are some promotions that really make an impact:
1. No sign-up fee in August
This encourages early sign-ups before routines return. It works because it creates urgency, people know they need to act now to lock in a deal.
2. Flexible summer subscriptions
Allow members to pause and reactivate without penalties. It’s about freedom, members want flexibility during the summer, and this gives them just that, making it more likely they’ll return when life settles down.
3. “No surprises” return package
Freeze prices for the rest of the year. Transparency works. Gym Insight reports that gyms with clear pricing see retention rates rise by 25-30%. Members don’t like surprises, and freezing fees gives them peace of mind.
3. “Active Friend” program
Offer extra discounts for members who bring friends, especially as fall approaches. Social proof drives behavior, if a member’s friends are involved, they’re more likely to stay engaged.
4. “Summer Fit Challenge”
A fitness challenge with rewards for consistent participation can boost engagement by up to 40%. People love progress tracking and tangible rewards.
The key here is to create promotions that align with what motivates your members in the summer, flexibility, community, and progress. Tap into these, and you’ll not only keep your members engaged but also drive loyalty long after summer ends.
6. Offer Outdoor Training
Why stay indoors when you can take it outside?
Members crave variety, and outdoor activities not only break the monotony of the gym but also offer a unique experience that people are more likely to share on social media.
- Outdoor classes in local parks or on beaches offer a change of scenery and create an energy that indoor spaces just can’t match. This is an excellent way to engage members who may feel disconnected from their regular routine. Whether it’s HIIT sessions in the park or yoga by the beach, these workouts feel more like a social event than just a fitness class.
- Think about combining morning walks with relaxation. People are looking for ways to unwind, so adding a meditation or stretching session post-workout provides value beyond physical exercise, helping to attract members focused on wellness.
- Social events should also be on the agenda. Imagine a post-workout smoothie bar or a wellness brunch after a class. These moments create an opportunity for your members to socialize, strengthening the sense of community and making the gym feel more like a lifestyle hub than just a place to work out.
This approach not only builds a strong connection with your current members but also creates fresh, shareable content for your social media channels, enhancing your gym’s digital presence.
7. Create Summer Body Packages
Summer is a prime opportunity to introduce specialized fitness packages that cater to members’ seasonal goals.
According to the “The annual report on consumer loyalty expectations and preferences” by Deloitte, consumers are increasingly looking for personalized, flexible, and digital-centric loyalty programs.
These tailored offerings not only meet the demand for short-term fitness objectives but also encourage long-term commitment.
Why It Works:
Targeted Goals
Members are more likely to engage in programs that align with their immediate fitness aspirations, such as achieving a “summer body.” This alignment increases the likelihood of consistent attendance and participation.
Structured Programs
Offering structured packages with clear timelines and milestones helps members track their progress, leading to a sense of accomplishment and reduced dropout rates.
Community Engagement
Group-based summer challenges or classes foster a sense of community, making members more likely to stay engaged and less likely to cancel their memberships.
Real-World Examples:
- SoulCycle, for example, created a “Summer Series” with a focus on weight loss and toning. Members appreciated the combination of fun and fitness with a focus on achieving summer fitness goals.
- Barry’s Bootcamp rolled out a “Summer Sculpt” program, where members could sign up for a package that included fitness classes and one-on-one coaching. The goal was to help members build muscle and increase overall fitness before the season ended.
Conclusion
With the right strategies, you can not only survive the summer slump but thrive through it.
Prepare now for the upcoming fall rush by keeping your members engaged, offering valuable services, and ensuring your gym is ready to meet the demand:
- Summer may bring a dip in attendance but offers key opportunities.
- Focus on upgrading your gym operations and offering creative fitness programs.
- Attract new clients with tailored promotions.
- Keep members engaged and offer valuable services.
- Prepare now for the fall rush to meet increasing demand.
