Summer almost always brings a slowdown for fitness studios. Clients are on vacation, routines shift, and attendance dips. But what if you could turn this seasonal lull into a lucrative opportunity? Enter the "Christmas in July" campaign, a festive, strategic promotion designed to revitalize your studio's summer performance.
The last thing most fitness studio owners are thinking about in July is a marketing campaign, especially a holiday one. You're likely knee-deep in summer schedules, juggling instructor vacations, and maybe even taking a well-earned breather yourself.
But here's the thing: July is precisely when you should be thinking about a whimsical holiday campaign. If you're going to capture your clients' attention when they're distracted by summer events, you're going to need to think outside the box. That's why embracing a "Christmas in July" mindset is more than clever branding. It's a revenue-boosting, stress-reducing strategic move.
"Christmas in July" is more than a catchy marketing phrase; it's a well-timed campaign that capitalizes on the mid-year point to re-engage clients and attract new ones. By offering special promotions, themed classes, and exclusive deals, you create a buzz that drives traffic and revenue during a typically slow period.
Create limited-time class packages that are too good to pass up (but don't cannibalize your existing memberships). For example:
Offer: Choose a 20- or 40-class pack, valid for 6–12 months.
Why it works: Creates urgency + long-term value. Great for your loyal class passers who want to stock up.
Offer: 6 weeks of unlimited classes or a 2-month PIF membership at a discounted rate.
Why it works: It helps clients stay committed during their least consistent season and gives you up-front revenue.
Offer: 12 days of unlimited classes for one low price.
Why it works: Converts curiosity into action with an open-to-all intro.
Inject holiday spirit into your classes:
Encourage instructors and clients to dress in holiday attire to enhance the experience. A bit of whimsy goes a long way for a holiday sale. I know it sounds ridiculous, but trust me on this.
Transform your studio into a winter wonderland:
Creating a festive environment enhances client enjoyment and encourages social sharing.
Email is your highest-converting tool for this promotion - use it to build excitement, explain offers clearly, and drive urgency. Here's a simple but effective sequence:
Of course, remember your social media, in-studio signage, and class announcements, too!
Fitdegree's platform can streamline your Christmas in July campaign. Use your tech resources to work smarter, not just harder!
Automated Messaging: Create Announcements that promote special deals. Bring to your client's attention with a push notification.
Class Pack Management: Create Class Packs and share through a specific Share Link for each campaign so that you can track where you're getting the most clicks and conversions from.
Client Segmentation: Use Conditional Client Tags to make it easier to segment for special messaging.
Running a great promotion isn't just about the sales you make during the sale—it's also about what you learn, what you keep, and how you build on it. Here's how to maximize the impact of your Christmas in July campaign once it wraps:
This is the step where you turn numbers into insight so your next sale is even better. After you wrap your sale, pause and reflect:
Tip: Compare these stats to the same timeframe last year. Even a 10–15% lift is a strong result.
There you have it! A well-executed Christmas in July campaign can revitalize your studio during the summer slump. By combining festive fun with strategic planning, you not only boost revenue but also strengthen client relationships and community engagement.
Ready to deck the halls and your revenue? Start planning your Christmas in July campaign today and turn the summer slowdown into a season of growth.
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