As autumn arrives, fitness facilities face a predictable yet critical challenge: the seasonal transition that disrupts member routines and tests retention strategies. When outdoor sports seasons end, members who’ve relied on tennis courts, cycling trails, and football pitches must find new ways to maintain their fitness commitments.
The transition from tennis courts, cycling trails, and football pitches to indoor alternatives can feel jarring. However, this seasonal shift presents a revenue optimisation opportunity for fitness facilities to step up and provide meaningful support that maintains member engagement and drives consistent facility utilisation throughout the colder months.
According to research conducted by Sport England, there is a 4% decrease in adult participation in any type of activity during the winter months compared to the summer months, resulting in a decline of 1.8 million adults.
Weather and dark conditions play a big part in a decline in winter activity, and motivation in general takes a hit with 70% of adults who do less saying they find activity less enjoyable during this period.
When outdoor sports wind down, members face disruption to their entire fitness routine, social connections, and motivation. Smart fitness facilities recognise this challenge and design programs that have their members in mind.
Here’s how to make this transition seamless.
Create targeted classes that bridge outdoor and indoor fitness.
Themed Workouts: Mountain Climber sessions, Spin or Cycling classes, and Cross Training appeal to outdoor fitness enthusiasts.
Strategic Scheduling: Add extra sessions during traditional outdoor sport times when outdoor seasons end.
High-Intensity Alternatives: HIIT and circuit classes provide the same endorphin rush as outdoor activities while offering efficient, warming workouts.
Mind-Body Classes: Yoga and Pilates with breathing techniques help manage seasonal mood changes during darker months.
Functional Fitness: Movement-based training that builds practical strength appeals to former outdoor athletes.
Express Formats: 30-minute classes suit busy holiday schedules and shorter daylight hours.
Online Fitness Classes: Virtual options offer flexibility and are a cost-effective method of maintaining community amongst members.
Supporting members through seasonal transitions demonstrates genuine care for their complete fitness journey. By launching targeted winter programming, leveraging fitness trends, and incorporating online options, gyms and leisure centres can transform potential loss into opportunity, creating loyal, year-round members.
Discover how Future Fit for Business can prepare your staff to beat the seasonal decline, with our range of Fitness, Health & Wellbeing and Nutrition courses.