It’s the same story every year: the sun comes out, your members disappear for vacation, family time, and outdoor pursuits. You already know it, but it’s worth restating: July and August are notorious for being the slowest months in the gym business.
People are traveling, kids are home from school, and your regulars want to be at the beach or on the lake—and not on a landlocked rowing machine!
But here’s the truth: a summer slump doesn’t mean failure, it means there’s an opportunity.
There’s no one-size-fits-all or magic fix for summer slumps—so we’ve pulled together a range of ideas to help you find the strategies that work best for your gym.
You could:
Whatever you choose, decide now and start prepping. As Eisenhower said, “Plans are nothing, but planning is everything.”
To help you start that planning. Here are six paths to consider.
For gym owners looking to recharge without compromising momentum.
Let’s talk about something that might feel a little radical but can be surprisingly powerful: giving your team (and yourself) a long weekend off during the slowest part of the year.
Since attendance is historically low, closing for a couple of extra days around a holiday like the 4th of July can make good business sense too.
Here’s the logic:
This approach is especially effective for drop-in and class pack models, but it can also work for monthly memberships—as long as you communicate clearly and consistently.
Sample message to members:
“We believe rest is part of strength. Our team works hard all year to keep this community thriving, and this 4th of July, we're giving everyone a few extra days to rest, reset, and recharge. Thanks for being part of a community that supports that. We’ll see you [insert day and date]”
A short pause can be good for business all round—boosting morale and momentum…and creating some refreshing summer lemonade out of those lemons!
This one is for gyms that want to keep the cash flowing with intention.
Discounts can erode your brand. But value-based offers? They’re exciting — and profitable.
Here’s where many gyms trip up: they create a sale that “feels like a sale”. That teaches members to wait for sales. Instead, think value-forward and behavior-based offers that reward commitment and loyalty:
Rule of thumb: Make it feel exclusive, not desperate. Offer perks — not panic buttons.
For gyms that want to build community, attract new clients, and re-engage regulars
When the sun’s out, people want to be out too. So don’t fight the season — get out there with them. This is your moment to show your gym is more than a building — it’s a lifestyle.
Try this:
These events do triple duty: attract new clients, retain current ones, and build brand buzz. You’re not just running workouts — you’re creating experiences.
For gyms that thrive on community and word-of-mouth.
Your members are your best marketers. Over the summer months help them help you:
The bottom line is when your community loves your gym, they’ll talk about it. Give them fun reasons to spread the word.
For gyms focused on engagement (not just attendance).
Some folks will work out less in the summer — and that’s okay. Meet them where they are with flexible, fun challenges. Whether it's Summer BINGO or a 15-in-30 streak, Wodify makes it easy to track progress with performance tracking, leaderboards, and weekly streaks that keep your community hyped.
Challenges work when they’re fun, visible, and community-driven. Keep it light but consistent.
For gyms playing the long game.
Summer’s slowdown = strategy season for you. Schedule a “Gym Genius Day” for yourself and key team members. Take a full day to zoom out and plan ahead.
Use it to:
Seasonality isn’t a flaw in your business model — it’s part of the rhythm of the fitness industry. You can’t change the time of year, but you can absolutely decide how to respond to it.
Whether your gym needs a boost in revenue or a renewed sense of community, the most important thing is to make a conscious choice — not just react. You don’t have to do everything, but doing nothing isn’t an option either.
So skip the panic discounts and choose a strategy that adds real value — for your business, your team, and your clients. Use this season as a chance to reset, reconnect, or reimagine what’s next. Summer might slow the pace, but it doesn’t have to stall your momentum.
This summer be intentional. For your business. For your clients. For your team. For yourself.
What is gym seasonality?
Gym seasonality refers to the predictable rise and fall in attendance and membership throughout the year — with summer often being the slowest.
How do I increase gym revenue in summer?
Avoid deep discounts. Instead, launch time-bound promotions, class packs, branded merch, or pre-sell fall programs.
Are outdoor workouts effective for marketing my gym?
Yes. Free outdoor workouts build visibility, attract new leads, and create engaging social content that strengthens your brand.
What’s a good summer challenge for gyms?
Try a 15-in-30 class challenge, Summer BINGO, or a referral-based competition to boost both attendance and acquisition.
Should my gym close during slow weekends like July 4th?
Absolutely—if it makes financial and operational sense. If there are days that are not profitable, and it's advantageous to close then rest your staff and yourself, do deep cleaning, address repairs or interior design updates.
