Why the "Summer Slump" can be a good thing.
By Christine Schmidt on
August is here! Well, at least at the time we’re publishing this article it is. As we head into August, we are simultaneously coming off of the Summer “slump” when kids are out of school, and your clients suddenly disappeared as they booked up their summer with fun plans.
At first, that thought was probably very exciting. Back when I managed a large facility, this is the time of year when I would think “Ooo yay! People!” but it was also quickly followed by a feeling of “Oh SH*T!”
Why? Well, depending on how you utilized your down-time in the Summer you may or may not be prepared for a busy Fall.
In this article I wanted to break down all the things I wish someone told me earlier in my management career when it comes to preparing for Fall and, as crazy as it sounds, the upcoming Holiday season.
Are you focused on staying profitable?
Seems straightforward and you might be internally thinking “Of course I am! I’m focused on it 24/7.” Awesome. But, are you building processes for that profitability to happen? During the slower Summer months many of us forget that we could be using that time to set ourselves up for success in the Fall and Winter. Here are some ways I planned for profitability:
Create Specialized or Seasonal Programs. The first way to keep or gain clients in any season is to create programs that are specialized or seasonal. You can create programs for every season, so you never lose out. From winter sports specific training to golf programs in the summer, the opportunities are endless. Seasonal programs can also be in-person, online, or a combination of both, allowing clients more freedom and the ability to be more successful in their program as they get busier with summer activities.
Level Up Your Marketing Tactics. Have you looked into Facebook or Instagram marketing yet? What about newer or trending platforms? What about attending community events? Now could be a great time to look into alternative ways of finding clients that you may have not tried in the past. Both in-person and online marketing tools can be effective, and since you may have a bit more time on your hands, you can test each method out. You could even spend a little bit of time reaching out to other fitness professionals in your community for advice, networking, or even potential marketing partnership opportunities to get you both out of any slump.
Organize Your Holiday Sales. Yes, I realize this is crazy but do you have your Thanksgiving, Black Friday, Christmas, and/or New Year’s deals created? If you haven't been focusing on that, well, you’re about to hit the Fall busy season and be tight on time to plan those things out in more detail. Did you run a special last year and say to yourself, “Man, if I had more time to plan that special, I would have been able to generate so many more sales.” Summer is that time to plan ahead and get ready. At the time of publishing this article, you’re roughly two weeks away from things picking up, kids going back to school, and adults wanting to get back to their normal schedule. So, might we suggest planning out those things as much as you can now.
Are You Staying Productive?
With any down-time you have, we all know there’s plenty you can do that you’ve been likely putting off while in the busy season. Think about all the things that are necessary to keep your business up and running, from taxes and bookkeeping to client and team materials and studio updates. One facility I managed was so slow in June, every year we closed for a full week to deep clean the whole facility. It was great and an awesome 6-month reset. These types of updates can help set your business apart from the others and make it look more professional when the busy season rolls around again and clients start searching for their next studio or personal trainer. Here are some of the ways in which you can stay productive:
Build Best Practices or Onboarding Materials. If you’ve got a team that you work with, now is a great time to focus on best practices, team onboarding, and streamlining studio procedures. You should hold team meetings and workshops during this time to get everyone on the same page. This ensures that as soon as the busy season comes along, there is consistency and a sense of professionalism among your employees that create a positive client experience.
Update Client Materials, Forms, and Automations. As tedious as it may sound, you’ll be glad your client materials are fresh and up to date when you inevitably get booked up again. Have you changed your pricing structure? If you have updated pricing, have you updated or refreshed your marketing automations? You could even consider doing a branding refresh during the slow season, whether that’s upgrading your logo or updating your message on your website.
Get Up to Date on Continuing Education. We all know that continuing education needs to be kept up to date in this industry, so use this free time to take classes, renew your CPR, or simply do some extra research on the newest findings in fitness and health. There are ways you can be proactive in your business during the slow season to ensure you stay booked and profitable in the busy season.
What’s the take-home message?
When you own or manage a fitness business, there is always something that can be updated or improved upon, so take advantage of the slow season to take some stress away from the busiest times of the year.