Over the warm summer months, everyone tends to move their workouts outside or go on vacation. Your studio might suddenly look empty, and you might worry that your valued clients won’t return in the fall. Zoey Trap shares some strategies to help your business over the summertime.
1. Build Community
Students who feel like a part of something greater are much more inclined to return to your studio. This is a big and difficult task, but one that has a hefty payoff. Building a community can be a yearlong endeavor, and making students feel welcome and like they belong is the biggest part of building community and it involves gestures big and small.
- Host a Meet and Greet
Greet every student with a smile and by name. Introduce them to other teachers and to other students. Try to link the students by sharing something they might have in common. Introduce new students to the class and acknowledge their effort with encouragement and a round of applause.
- Plan Special Events
Events can run the gamut from small to very large. On a nice day, move your class outside; this is a small gesture, but it will create big smiles when you work out in the sun. Plan a beach-themed workout or host a thank you picnic for members. If your studio anniversary happens to fall in the summer, capitalize on it with a big event that encompasses Pilates, social time, and giveaways.
You can also host a studio “stay-cation” and turn your studio into a spa. Bring in a chair massage, facials, foot massage, light lunch, special relaxation classes or maybe even a short talk about the history of Pilates. You can probably work with local vendors who want to build their business to give specials.
- Reach Out to the Kids
Pilates is great for people of all ages, so why not offer classes for kids on summer vacation? Organize youngsters in one area with a teacher, and the parents in another area with their teachers. This eliminates the need to have child care. You might also host parent-child workouts.
School athletes can benefit from Pilates too. Reach out to your local schools to offer special classes for teen athletes either at the school or at your studio. Research the needs of the sport, the imbalances that athletes may suffer, and then incorporate the appropriate movement or equipment into the workout.
2. Summertime Specials
Seasonal deals can incentivize people to do more classes. While you may see a drop in hours for supervised workouts for qualified students, you might also include a Summer Start-Up program for new students. Offer discounts with new teachers to help them grow their business. Create programming that is themed to the season like “Summertime Sculpt”. Classes like “Rock your Run” can start with a group run followed by a Pilates class specifically aimed at runners. Find a champion for these themed classes among staff or students who are active in the sport and can help get the buzz building.
3. Send Students Off with a Smile
Even over a restful vacation, you want your students to stay active. Send them off with a getaway kit. Give them a beach ball and a workout described in an email. Give them a dynaband with your studio name printed on it with an email of exercises to do every day. Give them a one-page picture guide with their mat workout on it. These are simple, inexpensive, and show that you really care about their progress.
You can also film and post some workouts to YouTube or Vimeo and give links to your students. Make these videos accessible to beginner students with modifications for a variety of experience and fitness levels.
Finally, take the time to enjoy summer yourself! Plan time away for yourself and take CEC courses to inspire your work. Use the quiet time to review your business plan and plan for the upcoming year!
How do you keep clients active and engaged in the summertime? Share your ideas on the official Peak Pilates® Facebook page!