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.

The Concept: Bringing Holiday Cheer to Summer

"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.

Why It Works: The Data Behind the Strategy

• Consumer Behavior: One study found that over 40% of consumers are inclined to participate in seasonal promotions.
• Client Acquisition: 58% of fitness consumers are more likely to try a new studio if a special promotion is offered.
• ClassPass found that aligning promotions with seasonal trends (like Christmas in July) can effectively re-engage existing clients and attract new ones, countering the typical summer attendance decline.
  

Implementing Your Christmas in July Campaign

1. Design Compelling Offer

Create limited-time class packages that are too good to pass up (but don't cannibalize your existing memberships). For example:

• A mega-sized class pack that is available only during this once-a-year sale.

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.

• Unlimited classes for 6 weeks to keep clients consistent through summer. This can also be sold as a paid-in-full summer unlimited.

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.

• 12 days of Christmas unlimited intro: A short-term, full-access intro designed to bring in motivated new clients.

Offer: 12 days of unlimited classes for one low price.

Why it works: Converts curiosity into action with an open-to-all intro.

2. Festive Themed Classes

Inject holiday spirit into your classes:

• "Sweat and Sleigh" Bootcamp
• "Jingle Bell Yoga Flow"
• "Elf Express" HIIT Session

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.

3. Studio Decor and Atmosphere

Transform your studio into a winter wonderland:

• Hang snowflakes, string lights, and stockings.
• Play holiday music during themed classes.
• Offer holiday-themed refreshments post-class.

Creating a festive environment enhances client enjoyment and encourages social sharing.

4. Marketing and Promotion

Email Campaigns

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:

Pre-Launch Teasers (7–10 days before launch)

• Subject line: “🎄 It’s Coming… Our BIGGEST Summer Sale of the Year!"
• Share hints about what's coming ("Think 20-class packs, unlimited summer access, and festive fun in July.”)
• Include a countdown or waitlist CTA: "Be the first to get access."

Launch Day Announcement

• Subject line: "🎅 Our Christmas in July Sale is LIVE! Don't Miss Out"
• Highlight each offer briefly with strong CTAs
• Add urgency: "Only available until [end date] or until packs run out!"

Mid-Sale Reminder

• Include testimonials or stats from past years ("Last July, over 60 members grabbed our 20-class pack!")
• Feature the most popular deal so far and let people know what's selling fast
• Use urgency ("Only 3 days left!")

Final Day Urgency

• Subject line: "⏰ Final Hours! Our Summer Sale Ends Tonight."
• Reinforce the deadline and savings
• Include a "quick summary" of all offers with a clear, bold button for each

Of course, remember your social media, in-studio signage, and class announcements, too!

Leveraging Fitdegree for Campaign Success

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:

Analyze Results

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:

• Revenue Generated: Compare total revenue from the campaign period to your average summer weeks. Did this bridge the summer slump?
• Top-Selling Offers: Which deals converted best? Did more people go for unlimited access or class packs? Use your Fitdegree sales and class package reports to identify clear winners.
• New Client Acquisition: How many new faces walked through your doors? Pull a report on new accounts created or intro specials redeemed.

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.