Summer can feel frustrating when you’re running a gym.
The sun comes out, people go on holiday, and suddenly those packed evening classes and buzzing weekend sessions start to quieten down.
The good news is, quieter months don’t have to be bad news for your business.
In fact, with the right mindset and strategic thinking, the summer slowdown can be a golden opportunity to strengthen your gym’s foundations and set yourself up for a strong finish to the year.
Here’s how you can grow your gym during quieter periods.
Re-Engage Inactive Members
Slower months give you time to check in on the members you haven’t seen in a while. Instead of focusing solely on getting new (and likely reluctant) leads through the door, use this time to reconnect with the existing members you haven’t seen in a while.
A personal, well-timed message can make all the difference. If you’re using good member management software, you’ll be able to identify who hasn’t been coming in for their usual sessions and send tailored check-ins to get them back in the gym.
As an added incentive, try offering:
- A free class to reintroduce them to the gym
- A quick fitness assessment to re-motivate them
- A reminder of unused sessions or credits
Remember, a re-engaged member is often easier (and cheaper) to bring back than converting a cold lead.
Plan Your Autumn Campaigns
September can be similar to January when it comes to fitness. People return from holidays ready to reset their routines, and parents suddenly have more time once the kids are back at school. If you want to make the most of that wave, now is the time to start planning.
Think about the fitness challenges or offers you could run to boost sign-ups, how you’ll structure your marketing (will you use automated emails, socials, or all of the above?) and whether your current systems are set up to handle a boost in interest.
The quieter summer period is the perfect time to review your gym management software and make sure it’s ready to support a busy autumn. That might mean reviewing onboarding workflows, automating follow-ups, or tweaking class schedules based on past trends.
Get Out in the Community
When footfall is low inside your gym, you need to go where the people are.
Summers are usually full of community events, outdoor celebrations, school fairs, and park workouts, so make sure you take advantage of them. Run a stall, offer a demo session, or sponsor a local event to get your gym’s brand in front of new faces.
These activities build awareness and trust in your local area, leading to sign-ups later down the line; just make sure you’ve got an easy way to capture leads while you’re out there. You could use a QR code that links to a sign-up form or a free trial pass that they can book using a member portal.
Refine Your Member Experience
Quieter periods are the perfect time to step back and look at your current member experience. Our product experts always recommend testing the signup process as though you were a prospect looking to join so you can see exactly what they see. Are there clunky parts of your sign-up process? Is your class booking system smooth and mobile-friendly? Do your members get a proper welcome when they join?
Solid gym management software helps you streamline all elements of the joining process, so if things feel disjointed or there’s too much manual intervention required, now’s the time to fix it. Even small adjustments can lead to better retention when things get busy again.
Focus on Staff Development
When the calendar’s a little lighter, your team can take a breath too. Why not use this time to invest in staff training or development?
You could:
- Host in-house workshops on sales or coaching skills
- Give team members time to work on new class ideas
- Review staff feedback and processes together
Better-trained, more engaged staff can directly improve member satisfaction and help your gym stand out in a crowded market.
Yes, summer might be a quieter time for gyms, but that doesn’t mean everything should grind to a halt. Use this time to reconnect with members, fine-tune your systems, and lay the groundwork for some serious growth later in the year. Think of it as off-season prep: things might look quieter on the surface, but a gym full of potential is behind the scenes.
ClubRight is the go-to management software for independent gyms, taking care of everything from membership management and billing to class bookings and online joining, plus a whole lot more. Give us a call today on +44 (0)203 884 977 or book a free online demo with one of our product experts to find out why we’re trusted by more than 1000+ fitness businesses across the UK.
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