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I ran a boutique fitness concept with 9 locations across two very seasonal states—Minnesota and Colorado—two places where summer hits hard and gym attendance falls harder. Like clockwork, the second the snow melted, people vanished. Leads dried up, class attendance dipped, and every year we braced for the “summer slump.”
Until we flipped the script.
We stopped fighting the season and started owning it. We turned summer into our biggest growth opportunity by launching a consistent outdoor class series.
And it worked. Like, really worked. We went from a 50% drop in new leads to a 200% increase.
So yeah—this isn’t a trend. It’s a playbook. And now it’s yours.
This is my cheat sheet for gym owners who want to turn sunny days into serious growth. I’ll walk you through exactly how to plan, promote, and pull off a successful outdoor class series that gets people talking—and gets new leads pouring in.
Let’s make this your best summer
At our gyms, 50% of our new leads came from people bringing friends. Outdoor classes make that even easier. They’re casual, social, and super shareable—perfect for that “you should totally come with me” energy.
New gyms can feel scary. But a class in the park? Easy, breezy, no pressure. It lowers the barrier to entry in a big way.
You probably don’t have a massive marketing budget. So borrow someone else's. Local breweries, downtown councils, and park boards want more people at their events. Plug into what they’re already doing and ride their marketing wave.
You know what draws attention? A group of people working out in public. Curiosity leads to conversations. Next thing you know, someone’s asking when the next one is.
Goals give your team direction and help you measure what’s actually working. Start with:
And track it. Don’t skip this. Tracking lets you improve week to week—and gives you data to show ROI.
These events should be free. Don’t charge. Don’t overthink it. This is a marketing play, not a revenue stream. You’re investing in lead volume, not short-term dollars. Say you get 300 new leads over the summer and convert just 10%—that’s 30 new members. If your Lifetime Value is $2k, that’s $60k from free events. Worth it? Absolutely.
Every city has different rules for park events. A quick Google will tell you how to apply for a permit. They’re usually low-cost—especially for free community events. Just book early. Summer fills up fast, and the last thing you want is showing up to find another gym took over your spot.
Also: Look beyond parks. Think breweries, farmer’s markets, or summer festivals. Tap into what’s already happening. (Here’s my free outreach email template)
Consistency builds trust. “Every Saturday at 9AM at X Park” is memorable and easy to promote.
Aim for a minimum of 2 staff per event: 1 to coach, 1 to manage check-ins and chat with new faces. For larger events, aim for 1 staff per 20 people.
Creates urgency and keeps things organized. Require pre-registration to collect waivers, plan ahead, and capture leads.
Keep it approachable. This isn’t your toughest workout—it’s an open invite to move, sweat, and soak up some sun.
People want to plan ahead. Upload your full summer schedule to Wodify Core, and build a landing page specifically for your outdoor series so no one has to dig through your entire schedule to find your outdoor classes. (P.S. did you know Wodify has a fully integrated website you can use with customizable, branded templates. It’s called Wodify Sites and it makes this kind of work super easy!)
Pro tip: I’ll say it again. Require pre-registration. You want to capture leads. This is top-of-funnel gold—don’t waste it.
This is a no-brainer and totally free. Post your events anywhere people are already looking for things to do:
Hosting a class at a local brewery or during a summer festival? Awesome. Now let’s make sure it fills up and delivers value for your partner. Ask them to cross-promote—whether that’s a social post, an email mention, or flyers on their community board. Be clear about what you need and make it easy: hand them ready-to-go copy, images, and event details. Then follow up to confirm it actually went out.
Need help with that pitch and all those details? (Here’s my free template)
(Tip: My free marketing templates make promotion so easy!)
Digital Ideas:
On-Site Ideas:
Look, it’s not going to be perfect. You’ll show up early, all dialed in, and boom—there’s goose poop everywhere. Or it rained the night before and now the grass is a swamp. Maybe a family reunion is blasting music ten feet away from your reserved space. It happens.
Your job? Focus on what you can control: delivering an awesome, on-brand experience that makes people want to come back—and tell their friends.
Take it seriously and have fun. This is your first impression for a lot of potential members. You’re not “just some trainer in the park”—you’re a real business showing up like a pro and delivers a great experience
Yeah, lugging a folding table, A-frame sign, and branded tablecloth into the park sucks. But trust me—it’s worth it. People are watching, and the difference between “some random workout in the park” and “a legit, professional fitness brand” is all in how you show up. This stuff builds trust and credibility fast.
Use Wodify’s waiver + check-in system with an iPad.
A good speaker is a must—this one’s my go-to. It’s powerful enough to keep the music going, but won’t get you in trouble with amplified sound rules. And if you’re coaching a bigger group? Try a portable headset mic. It keeps you hands-free and makes a huge difference in how well people can follow along—especially in an open space with background noise.
While class is happening, have a staff member chatting with people who stop to watch. And trust me—they will stop. Outdoor workouts naturally attract attention, and those curious passersby? They’re prime leads. Have free class cards ready. A friendly “Hey! We’re here every Saturday—come join us next week!” goes a long way.
Want my full event supply checklist? (Click here to get it!)
This is where the magic happens. A great class experience is just the beginning—the real value comes from what happens after the workout.
Take 15 minutes post-event:
Tiny improvements = massive impact over a few weeks.
Running outdoor events is one of the lowest-cost, highest-impact marketing plays you can make. Plan ahead. Show up like a pro. Create an experience that’s fun, memorable, and easy to say “yes” to.
Start simple. Stay consistent. Keep showing up.
The leads will follow.
Getting new people in the door is one thing—keeping them engaged is another.
Next, I’m dropping my foolproof guide to launching a summer check-in challenge that took us from losing hundreds of members each summer to holding a 98% retention rate—and increasing class utilization across the board.
It’s simple. It works. And it’s coming your way.
Subscribe to our blog below so you don’t miss out— this one’s a game-changer.
Grace Bettino is the Director of Brand and Communications at Wodify where she leads creative and content strategy. With a background in boutique fitness marketing and a passion for storytelling, she’s focused on connecting Wodify to its community through marketing that’s both effective and authentic. Grace lives in Minneapolis with her husband, daughter Sloane, and their 80lb Golden Retriever, Bear.
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