As we start to welcome back blue skies, SPF 50, and post-work pub garden catch-ups, it’s clear the January rush is well behind us. That ‘new year, new me’ energy has started to fade, and as we move into the warmer months, many people are spending more time outdoors and less time in gyms or studios. In fact, enrolments tend to dip by around 15% between May and August.
But a seasonal slowdown doesn’t mean your audience has disappeared, it simply means it’s time to adapt, refocus, and strengthen your strategy.
Working in a gym, studio, or fitness space is all about people. This is the ideal time to double down on human connection and remind your members why they joined in the first place. Whether it’s a simple member feedback survey, exclusive pop-up classes, or themed events, these touchpoints help people feel part of something bigger, and that sense of belonging can be a powerful driver of retention.
2. Refresh your offerings
This quieter period is a great opportunity to review your current class schedule and assess what’s working, and what needs a refresh. Perhaps you could add new formats that appeal to members who want to make the most of the outdoors, such as bootcamps in the park or garden yoga. Or you could run “pre-holiday” HIIT sessions to help members feel their best before a getaway. Re-evaluating your services is one of the best ways to reignite interest and bring members back through your doors.
3. Upskill your team
When things slow down, it’s the perfect time to invest in your people. Professional development and up-to-date training not only improve the quality of service your team delivers but also enhance the member experience and boost staff retention. At Future Fit for Business, we offer tailored training solutions for teams of all sizes, from health and wellbeing courses to leadership, group exercise, and beyond.
4. Audit your business strategy
A seasonal lull is a strategic opportunity to run a quick ‘health check’ on your operations. Are you on track with your KPIs? Is your marketing driving results? One practical approach is to map out the full customer journey, from discovering your business online to walking out after their first session. Identifying blind spots or weaker links in the journey can make a huge difference. And when in doubt, working with experts can help uncover opportunities you might otherwise miss.
5. Leverage from the season within your marketing
Seasonal trends present an opportunity to adapt your marketing strategy in a way that feels timely and relevant. Focus on the current mindset of your audience, whether it’s staying active outdoors, preparing for summer holidays, or maintaining routines during school breaks. Consider aligning campaigns with local events, community initiatives, or even public health themes that matter during this time of year. Strategic, seasonally aware messaging can help keep your business top of mind, even when regular routines start to shift.
A seasonal dip in attendance doesn’t have to mean a dip in performance. With the right mindset and some forward-thinking action, whether it’s refreshing your offering, upskilling your team, or reassessing your strategy, this period can become a launchpad for long-term growth. At Future Fit for Business, we bring over 30 years of insight and experience to help fitness organisations like yours stay resilient, agile, and ready for whatever’s next.
Get in touch with us by emailing [email protected] if you are interested in help with training your team ready for the busier seasons!