Members Leave Gyms in Summer Months But They Don’t Have To

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.

☀️ Why Summer Gym Slumps Are 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:

• Pause and breathe (yes, really) and yes that means you and your team.
• Turn the summer into a lead-gen campaign for the fall.
• Launch a revenue-boosting promotion that adds value and builds brand (not a “sale”).
• Double down on building community: new leads, customer retention, local reputation.
• Use the slower season to train your team or map out your strategy for the rest of the year..
  

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.

🧘‍♂️ 1. Press Pause—Strategically

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:

• Attendance is already sparse during this window.
• You’ll save on payroll and give your staff a well-earned breather.
• It shows your community that you value well-being. Not just for members, but for your team too.
• It creates space for light maintenance, deep cleaning, or mini updates with minimal disruption.

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!

💸 2. Smart Summer Promotions That Don’t Undermine Your Brand

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:

• Summer 25 Pack: 25 classes to use over June, July, and August — with a 90-day expiration to encourage consistency and routine. Perfect for members with travel plans: it’s enough flexibility to fit their summer, but not so much that it goes unused. Flexible tools like Wodify’s custom membership settings make it easy to offer summer-specific packs that work for your members’ schedules.‍
• 60-Day Unlimited Upgrade: For members who want to stay consistent — or even dial up their training — during the summer. It’s a great way to support those aiming to feel their fittest, while emphasizing accountability and routine.‍
• Christmas in July: Special price on premium packages only — short, tight, exclusive, and limited in quantity to drive urgency. (Don’t let anyone buy it after the end date.)‍
• Fall Ready: Pre-sell September and beyond with a “pay now, save later” offer. It’s a smart way to secure revenue early and re-engage members who hit the mid-year “should I quit?” wall. Get ahead of the churn before it starts.
• ‍Summer Swag(ger): If your gym sells branded merch, now’s your chance to have some fun with it. Launch a summer edition of your gear — think limited-run t-shirts, hats, and water bottles. Bright colors. Light fabrics. Something your members want to wear at the beach, on a hike, or while traveling. This won’t be your biggest revenue driver — and that’s okay. The real win? Your members take your brand with them all summer long. It keeps your community visible and top of mind, even when they're not in class. And for those who collect gym merch like race medals? Instant excitement.
  

Rule of thumb: Make it feel exclusive, not desperate. Offer perks — not panic buttons.

🌳 3. Outdoor Workouts: Take Your Gym Outdoors. Build Community Beyond Your Four Walls

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:

• Community Runs: 5Ks every Tuesday and Thursday evening. Open to members and non-members. Think: casual, fun, and social.
  
• Free Park Workouts: No pitch. No strings. Just a great playlist, a great sweat, and great vibes. 1280
  
• Group Hikes: Got a trail or mountain nearby? Organize a weekend hike. Add a coffee stop or a photo-worthy summit for bonus points.
  

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.

🧑‍🤝‍🧑 4. Summer Gym Referral and Word-of-Mouth Campaigns

For gyms that thrive on community and word-of-mouth.

Your members are your best marketers. Over the summer months help them help you:

• Bring-a-Friend Month: With clear rules — reward members only when their friends sign up for membership. If this brings in new customers, it’s almost guaranteed to be more cost effective than paid advertising! And it helps you retain your existing client because now their friend attends…and if that friend brings a friend, well now you have a social selling network! ‍
• Referral Showdown: Gamify it. Who brings in the most signups this summer? Reward them with a premium membership for the next 12-months. The maths on this will make sense.‍
• Get Social: Create hashtag challenges, run giveaways for social shares, and spotlight member stories.
• ‍Tease new fall classes and programs: For those who are with you over the summer, give them an early preview of a new fall class or workout program. Build excitement, get your clients excited for what comes next. 

The bottom line is when your community loves your gym, they’ll talk about it. Give them fun reasons to spread the word.

🎯 5. Fitness Challenges to Keep Members Engaged

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.

• 15 Classes in 30 Days
  
• Summer BINGO: With goals like “Try a new class” or “Bring a friend”.
  
• Attendance Blast: Most check-ins in July wins a prize.
  
• Choose-Your-Own-Goal: Members set a target and check in weekly.
  

Challenges work when they’re fun, visible, and community-driven. Keep it light but consistent.

🧠 6. Use Summer for Business and Team Growth

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:

• Review your retention numbers.
  
• Brainstorm fall programming.
  
• Pre-build back-to-school promos.
  
• Audit the client experience from first visit to first month.
• Re-train your team on community-building behaviors.

✅ Final Take: Pick Your Path, Not Your Panic

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.

🙋‍♂️ FAQ: Beating the Summer Gym Slump

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.