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Supplier Voice

This Summer, Use Your Club to Bring People Together


Summer’s all about getting together. Barbecues, beach days, ballgames — it turns out people really like hanging out with other people. Turn that to your advantage as a fitness business owner to fight off what’s typically a slow season.

Whether it’s weddings, group workout deals or just a good old fashioned party, use your business as a place where people gather and connect. It should help you maintain or even increase bookings and revenue leading into fall.

Here are a few ideas to keep people coming in your doors while the weather’s warm:

1. Bring in brides and grooms.

Summer and early fall are the hot times to get hitched — 78% of all weddings take place between May and October, according to TheKnot. So a great way to engage people in your gym during the summer is to seek out engaged couples.

Offer a special couple’s discount for people leading up to their big day and publicize it on your social media channels. Talk to any members you know who are about to head down the aisle about their fitness goals for their wedding and honeymoon. Remind them there’s no stress relief quite like getting a sweat in as their date approaches. After all, couples who play together stay together.

2. Throw a block party.

Summer is a great time of year to throw an open house or a family fun night. Whereas the holidays are jam-packed with social obligations, summer can be a little more carefree — and kids don’t have homework and bedtimes. Invite your clients to bring their families and friends by for refreshments, socializing and games.

You may even host a special class so members can show those close to them why they enjoy your business. You can even host a raffle for anyone who signs up for your email list — a great way to keep in touch with prospects.

3. Bring a friend to class day.

Your members and you have a great thing going at your gym. You love to make them feel great, and they love the challenge of setting goals and meeting them. Don’t keep the secret. During the summer months, offer to let your members bring a friend to class for free some day. It’s great marketing for you and a fun way for friends to get together.

You could also create a “buy one” class — give one free offer and send it out to your members and clients via text, email or social media.

Whatever you do, get creative and remember to lean into the parts of summer that are so much fun and bring people together.

Kyle Magin is a senior copywriter at MINDBODY. He can be reached at kyle.magin@mindbodyonline.com.


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