While most people look forward to summer with bicycle rides in the park, uncovering the backyard pool or strolling along the shore, fitness clubs and gyms typically look to summer with dismay. Instead of losing members to the siren’s call of sunny days, try these tactics to drive summer gym memberships and bring those members indoors (your doors).

Drive Summer Gym Memberships

  1. Market your assets: weights, state of the art equipment, workout variety
    What does the gym have that a beach doesn’t? An elliptical, for one. While the fresh air and scenery during a jog may be refreshing, you can’t easily move from your cardio to weights when you’re on a public street.
  2. Drive traffic based on amenities: Smoothy bars, fitness supplements, child care
    Exercise is only one part of the gym experience. What tastes better after a good workout than a refreshing smoothie? After your run you can get changed and drive all the way out to get one… or, you can do your workout at the gym and simply stop by the smoothie bar on your way out.
  3. Incentivize membership and attendance
    Maybe the sun and breeze don’t inspire you to hang out inside a gym. But, there are other ways to inspire that motivation. Receiving incentives like gift cards for new memberships, renewals or reaching an attendance goal can be great motivation.
  4. Engage member loyalty
    Everyone likes to feel appreciated. You visited the gym regularly all through the cold winter and the moody, muddy spring. Now summer is here. What’s that in your inbox? A note from your gym saying they miss you and even a gift card when you come in this week. How can you say no?
  5. Capitalize on inclement weather
    A sunny, breezy day is nice. A rainy day… not so much. A day of blistering heat.. I don’t think so. These days are always great to drive summer gym memberships. They are reminders of why a climate controlled gym is the best place for your workout.
  6. Focus on overall health
    A game of tennis may be good cardio, but it doesn’t do much for strength. Going to the gym offers you cardio and a full body workout. Nutrition counselors guide your diet. Personal trainers guide your routine. Your tennis racket doesn’t offer all that.
  7. Promote gym camaraderie
    A good run is a great way to clear your head and have a moment alone. But, don’t you miss your workout buddies? You’ve lifted, peddled and sweated with them for months. Wouldn’t you like to chat with them over a protein shake right now?