Summer often brings fresh energy—and fresh faces—into your club. Year over year, studios and gyms see a bump in attendance as the warmer months arrive, only for that tide to ebb once back-to-school season starts.

So, how can you ride this seasonal wave and keep it going for the rest of the year? Let’s talk about some proven retention tactics to transform one-time visitors into long-term members, and how you can build deeper member engagement through smart programming, community connection, and compelling incentives. Read on for your summer retention toolkit.

Onboard with Intention

Make the first impression count. It may seem obvious, but during the high season, first impressions can translate to long-term retention. With the inbound wave of visitors, trial members and even locals with more flexible schedules, these drop-in folks often come in with less context and lower commitment.

Your goal is to turn a spontaneous visit into a consistent routine — one that keeps them coming back by making them feel seen, supported, and invited to stay. Ensure your onboarding is as polished as possible and that you’re meeting them with clarity, support, and warmth.

Streamline check-ins, offer welcome emails with next steps, and train (or retrain) your staff to give standout first impressions. Greet guests by name when possible, and consider offering facility tours with a friendly walk-through of the space, acknowledging if it’s their first visit to help ease any nerves.

Staff should be able to spot newcomers quickly, initiate warm conversations, and guide them toward clear next steps—whether it’s booking another class, exploring a referral offer, or checking out your app. Staff could ask: “Want help picking another class this week?” or “There’s a great beginner class tomorrow — should I reserve you a spot?”

Behind the scenes, make sure instructors are looped in so they can offer extra encouragement, and keep internal notes to personalize future visits. These small touches create a seamless, welcoming experience that encourages return.

Don’t overlook digital touchpoints during onboarding, either. Welcome emails (using their name) and personalized follow-ups (like “We loved having you in class—ready to book your next one?”) help reinforce connection and guide new members toward consistent engagement. A well-timed message can be the nudge they need to come back.

Launch a Summer Challenge to Build Habits

Short-term wins can become habits that last. What does this look like seasonally? Summer challenges. These dynamic and interactive competitions can be a great way to spark community engagement on their own, but can also serve as a retention-driving tool.

Design your challenge to reflect the rhythm of a realistic long-term routine (like two to three classes per week), and make sure it includes a strong finish: a goal-setting session, membership offer, or onboarding into a longer-term program. When participants see progress (already a reward in and of itself) and are guided into what comes next, they’re far more likely to stick around after the challenge ends.

Consider the following:

1. 4- to 6-week challenge formats to keep members engaged and consistent
2. Small rewards or tiered prizes to boost motivation
3. Social media posts or leaderboards to showcase progress and foster community

Lastly, start teasing the next challenge to give your members a reason to stay engaged beyond the season. Leaning into the psychology of anticipation, we know that anticipation increases commitment. When people look forward to something, they’re more likely to stick around to experience it.

Host Events That Anchor Belonging

Social connection is the magic ingredient—the glue—that creates connection beyond class and holds members in place.

Seasonal events aren’t just lighthearted fun, and they’re certainly not just a marketing gimmick; these can be powerful retention tools when used intentionally. Instead of one-off gatherings, consider creating a recurring series like monthly member socials, outdoor classes followed by walks or themed mini-workshops.

These consistent touchpoints help members build real relationships, feel part of something bigger, and associate your studio with a sense of belonging. The stronger the social bonds, the more likely members are to stay for the long haul.

Some ideas to get your wheels turning:

1. Get outside. Plan outdoor classes, wellness picnics, rooftop flows, sunrise yoga, or post-class socials.
2. Buddy up. Center events on the social aspect and encourage members to bring a friend; these plus-one events are great lead generators with zero pressure.
3. Sip and sweat. Pair classes with a summertime refreshment hour: walks while sipping iced coffee, smoothie meetups, or mocktail time.



Don’t forget — these also make for great content opportunities for social media channels, which can further drum up interest and buzz around your community beyond the gym walls. Capture photos and videos, tag members, and allow them to share organically with their communities.




Leverage Referral Programs




This busy, buzzing season is an ideal opportunity to start a referral program or energize your existing one.




Encourage members to invite friends by offering time-sensitive perks like discounted classes, free add-ons, or studio merch. Consider partnering with local businesses (smoothie and juice bars, nearby restaurants, athletic gear vendors) to create even better perks and prizes.




Make sharing seamless with referral links, app-based invites, or ready-to-send messages. When new members arrive through someone they trust, they’re more likely to stay — and your existing members feel more engaged by helping grow a community they care about. For an extra boost, recognize top referrers with small rewards or public shoutouts to keep the momentum going.




Maximize the Surge




The summer months provide us with a window of opportunity to create a connection that lasts through the rest of the year — and beyond. Using these tools and with the right systems in place, casual drop-ins and tepid trial members can become your most loyal community advocates.




Through your focus on intentional, thorough onboarding, habit-building challenges, connection-driven events, and easy-to-share referral programs, you can turn summer momentum into enduring, powerful growth for your business — and your community. Your future retention starts now. Are you ready?


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Industry Happenings:




Upcoming Events:



1. Perform Better! 3-Day Functional Training Summit, June 12-14, 2025, Rosemont, Illinois
2. Athletech News Innovation Summit, June 17-18, 2025, New York, New York
3. The Fit Expo, August 2-3, 2025, Anaheim, California
4. canfitpro, August 13-16, 2025, Toronto, Canada
5. Annual Wellness Summit, August 18-21, 2025, Austin, Texas
6. SCW Dallas MANIA®, August 22-24, 2025, Dallas, Texas
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Upcoming Workshops in May & June:



1. 20+ workshops from Peak Pilates
2. 20+ workshops from Spinning®
3. 20+ workshops from TRX®
4. 8 workshops from Oxygen Advantage
5. 6 workshops from Exos
6. 5 workshops from CFSC
7. 1 workshop from Eleiko
8. 1 workshop from Gray Institute
9. 1 workshop from Power Plate
10. 1 workshop from Strive Life
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Industry News:



• TRX and Nobull are bringing a summer training series to Brooklyn this summer.
• The McKinsey "Future of Wellness" Survey finds that wellness is more important to consumers than ever and that "younger consumers are redefining the landscape."
• Former Xponential Fitness founder and CEO, Anthony Geisler, launches new franchise group, Sequel Brands.
• FAD clears first blood test used in diagnosing Alzheimer's Disease.
• Lumati and PNOĒ are collaborating to "pioneer the future of longevity" with advanced diagnostics and results-driven treatments.
• Bay Club acquires 425 Fitness, a trio of fitness centers in Seattle.

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Thanks for Reading!




This newsletter was brought to you by Kathie Davis, Peter Davis, Ravi Sharma, Dominique Astorino, and the Inspire360 team.


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A Note from Peter & Kathie




The industry is changing rapidly and we are here to help you sift through all the noise and get to the good stuff. Every month, we'll bring you trending topics and the inside scoop that we believe is paramount for fitness professionals to know.




Keep Inspiring,




Peter & Kathie Davis




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