Outdoor Gyms: A Great Way to Beat the Summer Slump

Each year, summer brings a familiar challenge for gym owners: a noticeable dip in attendance and engagement. Often referred to as the “summer slump,” this seasonal slowdown is marked by members opting for vacations, outdoor activities, and more flexible routines, resulting in up to a 15% drop in gym traffic.

It’s a predictable, if frustrating, cycle. But it’s not irreversible. With the right strategies, this period can become an opportunity to reinforce member relationships, maintain momentum, and lay the groundwork for a strong fall season.

So, what can you, as a gym or studio owner, do?

Launch summer engagement programs (mini-challenges, outdoor classes)
Use automated reminders to boost attendance
Pre-sell autumn programs to reduce summer cancellations and retain momentum
Rest

#1: Understand Why Summer Engagement Drops

Seasonal shifts don’t just affect schedules; they also impact energy, motivation, and even our relationship with routines.

Longer days, warmer weather, and travel plans naturally pull people out of their habits. Circadian rhythms shift with daylight, and so do people’s daily preferences; many lean into flexibility, spontaneity, and outdoor movement.

But this isn’t just about your members.

It’s also a pattern business owners need to recognize and emotionally accept. Just like the body follows natural cycles, so does business. Trying to force sales or push harder during a collective slowdown often leads to burnout and frustration, not better results.

Instead, focus on 1–3 intentional strategies that keep your gym relevant, visible, and connected, without fighting the season. This might be through seasonal events, flexible programs, or simple community touchpoints that remind members why they chose you in the first place.

The goal isn’t to override the slump, it’s to ride it out with clarity and control.

#2: Outdoor Classes, When, How, and If to Use Them

Offering workouts outdoors in summer is a common strategy, but it’s not always the right one. In hot or humid climates, the idea of pushing through a HIIT session in full sun is more likely to repel members than attract them.

Still, when done thoughtfully, outdoor sessions can provide variety and meet your members where they are, especially those craving movement without the structure of a full gym routine.

Think early mornings, shaded areas, or lower-intensity formats like mobility work or yoga. Pop-up classes or limited-time weekend workouts can keep your brand visible without overcommitting.

But this should be an option, not a pressure point. Many members will prefer the consistency, equipment, and comfort of your indoor space. What matters more than location is intention, and that includes understanding your members’ seasonal mindset.

Community Still Matters, Even More in Summer

During summer, people often become more social. Longer days and slower routines create space for casual conversation, light-hearted energy, and connection outside of performance goals.

This is a great time to lean into community, not by ramping up class intensity, but by creating small, intentional spaces for interaction before or after workouts. Whether that’s five minutes to chat post-class, a social corner with cold towels and drinks, or organizing informal weekend meetups, it’s less about programming and more about presence.

For some, the goal is to stay lean and active while enjoying travel and downtime. For others, it’s about slowing down, de-stressing, or simply staying connected. This is where your ability to read your audience becomes crucial.

Know what they come to you for. Understand how their needs change in the summer. Then decide whether outdoor offerings support or distract from that, and design accordingly.

Download Now: 6 Keys to Building a Loyal Fitness Community

#3: Plan and Launch Your Outdoor Fitness Program

If you decide that outdoor sessions align with your audience and your brand, planning is everything. The right setup can make your gym stand out, while the wrong one can drain your team and your turnout.

Start with the location

Look for spaces that are easily accessible, comfortable at your chosen times, and reflective of your gym’s energy. This might be a quiet park, a shaded rooftop, a cleared-out parking lot, or even a nearby beach. Ensure the space supports your format, with flat ground for strength work, softer terrain for yoga, and shade for longer sessions.

Handle the logistics early

Depending on your city, you may need permits to use public space. Insurance should be reviewed to ensure coverage extends beyond your facility. You’ll also want to consider safety factors: surface quality, traffic flow, bathroom access, hydration stations, and emergency protocols.

Also, keep a cushion for a lower turnaround or a higher one. You’d want to accommodate everyone or be able to account for fewer numbers, or single numbers.

Schedule with summer in mind

Google Maps becomes your best friend, and not just for rainy day checks or when the temperatures are best, or when UV rays are a concern, and so on.

Aim for the hours with the lowest humidity, especially for endurance sessions. In densely built-up cities, those low-humidity windows are rare, so schedule training around them whenever possible.

Avoid midday heat. Think early mornings before work or late evenings when it cools down. Shorter sessions, 30 to 45 minutes, tend to perform better, especially for clients balancing summer travel, kids, or irregular routines.

Flexibility is your asset

Frame these workouts as seasonal perks, not permanent offerings. That way, you’re not overcommitting and your members aren’t either. You’re giving them a reason to stay engaged without pressure, just by being present.

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#4: Market Your Outdoor Offerings

Once your outdoor program is ready, marketing it effectively is key, but that doesn’t mean making big promises or assuming crowds will show up. Especially during summer, turnout can be unpredictable. Sometimes it works beautifully. Other times, it’s quiet, and that’s okay.

Running an ad is a smart move. It helps you gauge interest and see what messaging resonates.

But don’t stop there.

Combine it with direct outreach, invite one or two local influencers, lean on your staff if you have one, or personally reach out to your most loyal members. Word of mouth still matters, especially when building community-focused events.

If you’re not seeing a big response, don’t panic. Your business size, audience, and reach all play a role. Start small and treat it like a test. Then build from there.

Beyond paid reach and personal invites, think content. Use behind-the-scenes clips, last year’s footage (if you have it), or quick recaps from this summer’s sessions to create FOMO and social proof. Share trainer spotlights, outdoor workout tips, or highlight reels of people enjoying movement throughout the seasons.

The goal isn’t to go viral. It’s to make the experience feel real, visible, and worth showing up for, whether that’s five people or fifty.

Read More: The Ultimate Member Engagement Guide

#5: Keep Members Engaged All Summer Long with Hybrid Offerings

The best bet for your summer program offering is a hybrid model: a mix of in-studio and outdoor classes, which provides people with flexibility while maintaining your brand consistency.

Additionally, this allows for flexibility, as mentioned earlier, where you don’t have to commit fully to either format; instead, provide members with options that accommodate shifting summer routines.

Some will still want structured strength sessions in a familiar space. Others may prefer lighter, seasonal formats like outdoor mobility work. By offering both, you’re not only serving multiple needs, you’re reinforcing your brand as adaptable and member-first.

You can also run light challenges that focus on maintenance, not transformation. A weekly attendance streak, hydration tracker, or step goal can spark accountability without pressure.

During summer, your members likely aren’t looking to hit personal records; they’re looking to stay on track while enjoying the season. This is where low-pressure challenges shine.

Think:

“Move 3x/week” or “10 sessions in a month”
Step count contests
Summer streaks with small rewards

And finally, think about conversion, not just retention.

Summer can bring in new faces, friends of members, walk-ins, or outdoor drop-ins. Rather than focusing only on keeping existing members active, use this period to softly guide newcomers into long-term offerings.

If someone joins your outdoor event and loves it, make sure to get their name and contact information so you can casually follow up and offer your other programs.

Conclusion

Sales volume dips during summer, and that is part of the business cycle for gyms and fitness studios, among many others. But that doesn’t mean you can’t stay active, creative, and profitable in smaller ways.

Your goal isn’t mass attendance. It’s to keep your engaged members feeling connected, to create space for new passersby to join in casually, and, where it makes sense, to upsell a few summer-friendly events or offerings.

That might be a drop-in outdoor series, a limited-time merch bundle, or a social workout followed by cold drinks. You’re not building a full funnel here—you’re staying visible and relevant until fall momentum returns.

Just as importantly, keep track of what works.

Every city, gym, and community is different. When building any seasonal program, pay attention to what your people actually respond to. What times worked? What location felt right? Who showed up, and why?

Document everything. Write down what went well, what flopped, and what to try differently next year. That way, each summer becomes easier to plan and more aligned with your community’s real behavior, not assumptions.

Summer won’t be your highest-revenue season. But it can be your most human, experimental, and community-driven one—if you let it be.