Final 4 Tips for Slow Months (LOUD RUMOUR) - Best Fitness Magazine (2024)

Drive Impact, Define Key Profit Centers and Create Sustainable Growth for the Future

HED: How to Get More Gym Members During Traditionally Slow Months

DEK: Typically speaking, there are two main times of the year in which the fitness industry experiences slower months: the family-centered holiday season in November through December and the peak of summer in June and July.

What if I told you that these rumored slow months can be virtually eradicated with a few simple adjustments in your strategy?

By properly preparing and anticipating slower recruitment or difficult retention months in the weeks leading up to them, your studio will be much better equipped to maintain the engagement that it deserves all year long. More specifically, here are 4 foolproof tips for increasing memberships during slower months:

#1: Engage with Former Members

The first step in increasing memberships is getting in touch with studio members of the past. If former members have already reaped the benefits of your facility, classes, and services, what’s stopping them from enjoying them once again? Sometimes, all it takes to get them back in the door is by checking in and reminding them of your great times together. Before jumping into a sales pitch, always start by asking how they are and how their workouts are going to create a personable connection before talking business.

#2: Identify Your Target Audience

Hone in on a specific target audience. Think about the client that is most likely to be a candidate for a seasonal membership during the summer and holiday months, such as students and teachers. Whether it’s a student coming back to their hometown from college or a teacher with extra time to work out during their winter or summer break, make sure to create a range of membership packages and offers to best suit their needs. It is important to remember that offering these packages does not mean that you should drop the rates on your monthly membership!

#3: Increase Your Marketing Spend

If you’ve been neglecting your marketing strategy, slow months might just be the perfect time to bump up your marketing spend to bring new audiences into your doors. Since few gyms and studios allocate their marketing budget to slow months, you have a unique opportunity to gain more attention and bring awareness to your studio without as much competition. To help your marketing dollar further, try investing in ads for Facebook and Google, hiring professional videographers to create high-quality studio videos for social media, and outsourcing your content creation to a professional marketing agency.

#4: Set Stretch Goals & Quotas for Your Team

Understanding where you want your business to be, coming out of slower seasons, will give you the clarity to set reasonable goals and quotas for your team members. Whether increasing your memberships or simply retaining the existing members, define your goals before seasonal slows descend upon you. You will then be able to communicate more clear for your team members to uphold this vision. Break down the number of targets, leads, appointment shows, and other specific metrics that each staff member should work towards to contribute to the overarching goal.

By implementing these four simple tactics, you can say goodbye to slow months and hello to steady revenue, referrals, and new members throughout the year.

For one-on-one and customized support to reach your unique goals, visit www.loudrumor.com and schedule a free strategy session today.

Final 4 Tips for Slow Months (LOUD RUMOUR) - Best Fitness Magazine (2)

About the expert: Amanda Enos: Amanda is a Performance Consultant with Loud Rumor with over 20 years of experience in the fitness industry, leading sales, coaching, and operations teams. Most recently, she’s consulted 5 multi-unit franchise ownership groups while operating a 21-studio market.

Final 4 Tips for Slow Months (LOUD RUMOUR) - Best Fitness Magazine (2024)

FAQs

What is the slowest month for gyms? ›

DEK: Typically speaking, there are two main times of the year in which the fitness industry experiences slower months: the family-centered holiday season in November through December and the peak of summer in June and July.

What day is the gym most empty? ›

If you're looking for a quieter time, Sunday at 2 a.m. and Saturday at 11 p.m. are your best options for an empty gym. In all honesty, we're not sure if a solo workout is really worth a 2 a.m. gym time, but the decision is yours to make.

What is the most unpopular time to go to the gym? ›

Things usually pick up between 4 and 8 pm as people go for a post-work session. Evenings from 8 pm onwards will likely be quieter as most people will be at home with families. If you go to a gym popular with university students, you may find that much of the above won't always apply.

What are the quietest months in gyms? ›

Well, it's time to get out of that mindset right now. In the fitness industry, quiet gym times are expected during certain times of the day, as well as quieter months at certain times of the year. June, July, and August are commonly quieter, along with November and December.

What is the slowest time at the gym? ›

Figuring out which time of day is best to go to the gym depends on three things, your schedule, your preference, and peak times. If you prefer to attend the gym in the morning, then 6am is the best time, as it won't be busy and you can continue your day as normal after your workout.

Which months are best for gym? ›

Those want to lose weight Summer season is best to do more workout. As body loses more sweat and you will feel less hungry because of hot climate. So you can lose more weight in Summer season. Every season is good for gym workout.

What is the best month to join a gym? ›

That holds true in January or any month of the year, she says. Metcalf says fitness clubs may need to boost their sales to meet quotas toward the end of a month, so they will offer even lower rates to entice you to join. Another good time to lock in a good annual membership rate is during the summer.

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