6 Tips to Avoid the Summer Slump in Your Studio
Get ready to soak up the sun because summer is almost here! As a studio owner, you may dread the decline in class attendance during the summer months. But don’t worry, with some careful planning, there are ways to keep your clients motivated and returning even though the beautiful days of summer.
We suggest you start by analyzing attendance trends from past summers. Have you noticed that some class times perform better than others? Consider adjusting your staffing to find the right balance. Be mindful, however, with making too many adjustments in the summer. You don't want to cancel too many classes and discourage potential clients from joining due to a limited schedule.
In the summer, we suggest studio owners focus on retention. While it may not be the time for new leads, you can avoid the dreaded "summer slump" by keeping your active clients engaged. Here are some tips for the ultimate summer retention strategies:
1. Summer-specific programming.
For fitness studios, have a summer challenge that entails specific workouts building up to a 5-minute plank hold by the end of August, for example.
2. Offer an incentive to join as a member during the summer months.
This is a separate promotion from a summer-only membership. You could offer a swag bag or a promotional gift as a thank you for joining. Collaborating with other businesses also can pay off. For example, if you join during the month of June, you’ll receive a $25 gift card to the juice company down the street.
3. Meet them where they want to be—outside!
Can you take your experience outdoors? Here are a few possibilities: Paddleboard + Yoga, Run Club, take the spin bikes outside, Sunrise HIIT at the park, Sunrise Stretch Yoga at the park, Rooftop Yoga at a nearby business.
4. Special events.
We love a good party, especially in the summer months. Amp it up with an outdoor challenge where you bring several of your services together! A few other ideas: host a members-only party, partner with local businesses for a market, host charity events and promotions, or bring in guest speakers for a wellness series.
5. Implement a referral program.
If you don’t have a referral program in place, introduce one to your existing clientele. If your software won’t allow you to automate this process, ask new clients via a survey or waiver who referred them. You can reward the referring client with credit at your studio.
6. Finally, don’t forget the psychological motivators!
Many of your clients have worked really hard to get to where they're at. Provide them with incentive and motivation to keep up their strong habits and not let what they’ve built go to waste.
We hope these tips help you have a successful and sunny summer season!
Telomere Consulting provides business consulting and marketing services to studio owners in the boutique fitness and yoga space. The Telomere team helps you navigate business strategy from conception to implementation. We provide end-to-end marketing support and would love to hear from you. Click here to book your free intro call. We want you to treat your business the way you treat your body – making the right choices now to optimize its potential for a long and healthy life. Visit us here to learn more.
