Spring and summer can be the enemy of gym retention. After months of cold, dreary weather, people are eager to take their workouts outside. The temptation to swap the treadmill for an outdoor jog, the squat rack for a park bench workout or a group fitness class for a pickup basketball game is real.
As fitness facility owners and operators, we constantly compete with other clubs, boutique studios and municipal recreation centers. But once the sun comes out, nature itself becomes another formidable rival.
Retention is the lifeblood of the fitness industry. Acquiring new members is expensive — once we get them, we must do everything possible to keep them. The warmer months pose a unique challenge, but they also present an opportunity to reinforce the value of indoor fitness, build stronger relationships with members and create experiences that keep members coming in regardless of the weather outside.
When we owned and operated our club, we saw firsthand how member attendance dipped as the temperatures warmed up — even in Southern California, where there is relatively great weather year-round. Naturally, we see this trend with our clients who operate in temperate climates worldwide. While the temptation to move workouts outside is universal, so are the strategies that can help combat this seasonal drop-off. Here are four key strategies to keep members engaged when outdoor workouts become more appealing.
1. Create an unbeatable experience
The best way to keep members engaged is to provide an experience they don’t want to leave. When members feel valued, look forward to seeing your staff and enjoy the environment, they are less likely to be lured away by the change of seasons.
Offer top-notch group classes and personal training programs with engaging, dynamic instructors. Use CRM tools to track visits and reach out if attendance dips. Our club used a CRM tool to ping members at the 7-, 14-, 21- and 30-day marks if they hadn’t visited, with a mix of emails and calls. This kept members engaged and brought them back even when the weather was nice. Invest in staff training so your team knows members by name and provides a welcoming atmosphere.
Keep the facility fresh with minor upgrades such as new equipment, locker room improvements and updated music playlists.
2. Gamify with challenges, incentives
Gamification is a powerful tool for engagement and retention. Creating fun challenges and offering incentives can motivate members to continue using your facility — even when the weather calls them outside.
Organize seasonal challenges, such as “Attend 20 classes in 30 days” or “Complete 15 strength workouts in a month.” Reward consistency with swag or discounts on personal training or branded gear. Leverage technology using apps or wearables to track progress and create friendly competition through leaderboards. Encourage social engagement by getting members to share their workouts and tag your facility on social media. Offering a prize for the most creative post or best transformation story can boost participation.
One summer, we ran a check-in challenge in which members received a raffle ticket for a prize drawing every time they checked in on Facebook. One member wrote, “I never post on social media, but here I am because I want to win the raffle!” He didn’t win, but he checked in consistently throughout the challenge, proving such challenges increase engagement, generate buzz and provide free marketing for your facility.
3. Offer outdoor programming
Instead of fighting the outdoors, meet members where they are. Give them the best of both worlds by incorporating outdoor workouts.
Our run club exemplified this approach. Some members never stepped foot inside our facility, yet they maintained memberships solely for the highly successful run club. Every Sunday, our group met for organized runs, and participants received optional “homework” to be completed during the week. The club consistently trained for upcoming events — whether a local 5K, a Spartan Race or a 10K. This structured yet flexible approach built a sense of community, allowing members to enjoy the weather without severing ties with our gym.
Beyond running, consider hiking meet-ups or outdoor boot camps. Partner with local events to create structured training programs for races or obstacle course challenges. Hosting pop-up classes in parks — yoga, HIIT or bodyweight strength training — can provide value while reinforcing a connection to your facility. Hybrid programming that blends indoor and outdoor elements, like an indoor strength session followed by an outdoor run, further supports engagement.
4. Provide exclusive summer perks
Make staying engaged with your facility during the warmer months a privilege, not a chore.
Create exclusive seasonal perks and offer summer-only programming to keep members active. Since children and teens are out of school, consider special memberships and programs for them. The same goes for college students who may be home for the summer and looking for a short-term fitness solution. Flexible summer memberships can cater to those who travel more during this season, ensuring they stay connected even when they aren’t in town full-time.
Another strategy is to offer special seasonal events. One of our most successful ideas was to host an annual summer party — for active members only. We called it the Summer Shindig, and it was one of our biggest events of the year. We had special classes, a DJ, a taco truck, games and activities for the kids, and various other fun surprises. I swear, sometimes people were only members for our events and parties!
These social gatherings reinforce community and make members feel part of something beyond workouts.
Finally, consider implementing a freeze policy, allowing members to put their memberships on hold during the spring and summer months instead of canceling altogether. This helps maintain engagement and ensures they return when their schedules stabilize.
The changing seasons will constantly challenge fitness facility owners and operators, but retention doesn’t have to suffer if the right strategies are implemented. With the right strategy, you can ensure your members stay engaged year-round by creating an exceptional member experience, leveraging gamification, meeting them where they are with outdoor programming and offering exclusive seasonal perks.
Ultimately, the goal is to make your club a place people want to be — not just where they feel they need to be. When you build a strong community, deliver outstanding service and continuously evolve to meet members’ needs, you won’t just keep them engaged during the summer — you’ll keep them all year long.
