Let’s talk about the two words no gym owner wants to hear: summer slump.
Yep. That.
You know how it goes. It’s June. The sun comes out. And poof—your families disappear faster than a snack table in the coaches’ room. Suddenly, it’s all lake days, BBQs, and those giant lake tumbling mats instead of cartwheels and roundoffs.
And the worst part? You knew it was coming. You always know it’s coming. And somehow it still feels like getting ghosted by your own attendance list.
But here’s the thing: summer doesn’t have to suck the life (and cash) out of your gym. It’s not a dead zone—it’s just a different zone. And if you treat it like one, you can actually come out ahead.
So let’s flip the script.
Yes, the Summer Slump Is Real—But It’s Also Entirely Predictable
Every spring, like a sad little tradition, the drop emails start rolling in:
“We’ll be taking a break for summer.”
“We’re going on a few vacations.”
“We’re starting softball.”
Love that for them. Hate it for your bank account.
But hey—look! It’s not just your area. I used to think it was a Lake of the Ozarks thing, but it’s definitely not. Gyms from coast to coast get smacked with this. So it’s time we start anticipating this annual drop and preparing like people who run businesses, not lemonade stands.
Because I’ve done the panic float. You tell yourself you’ll make it work—maybe shift some money around, cover things with all-star fees and good vibes. And then by spring, you’re robbing Peter to pay Paul, and Paul’s bank account has drained entirely.
So, in an effort to ensure that never happens again, let’s go over a few strategies that will help:
- Run Some Great Specialty Skill Clinics
I know, I know. “We already do clinics” and “I’ve tried this before” are going through your head.
But hear me out: I’m not talking about recycled “skills week” stuff with a Canva flyer and no follow-up. I’m talking laser-focused, skill-specific clinics that solve a real problem.
👉 Think:
- Jump Technique Camps for kids who are great tumblers but have never made it into jumps
- Front Walkover Clinics for Level 3s who have apparently forgotten how to do limber skills
- Individual Skills Clinics—imagine spending two hours working drills and skills just for a backbend kickover!
These do three things:
- They bring in cash.
- They help your current athletes stay on track instead of regressing.
- They engage the athletes who may have dropped regular classes for summer but don’t want to stop progressing entirely.
And if you want a magic tip? Make it personal. Text a parent and say, “Hey! This would be awesome for Ava. She’s so close to nailing that skill.” You’ll show them how much you care as a coach, and they’ll feel like you’re rooting for their kid. Win-win.
- Yes, Summer Camps Still Work (Even If Last Year Was Meh)
Our camps filled late this year. Annoyingly late. But they still filled. Why? Because they solve a problem for parents: they keep kids busy, they teach them stuff, and they don’t require a screen or Wi-Fi.
If you’re not doing camps, you’re leaving money on the table. Also: peace and quiet. Parents will literally pay for silence and for someone else to entertain their kids for a few hours.
And if your last camp flopped? Ask yourself why. Maybe it wasn’t the idea—it was the marketing. Or the timing. Or maybe (gently) you put out the dates way too late, when people already had plans.
Fix it and try again.
- Micro-Sessions = Micro-Commitment = Macro Payoff
Let’s hear it for short stuff:
- Six-week Ninja Tots
- Mommy & Me Cheer (plus it’s adorable)
- Three-week “Pre-K Cheer Teaser” classes
These are magical for three reasons:
- They’re low-commitment, which makes parents feel safe.
- They keep your part-time staff working without bloating payroll.
- They’re great little test runs for classes you might want to offer on a regular basis in the fall.
By week two, you’ll know if it was a good idea or not. Either way, you’re not locked in month-to-month for the full year.
- Target the Dancers (Most Have Plenty of Free Time Now)
Dance studios go dark in summer. You know who doesn’t? You.
Offer tumbling for dancers:
- Market it like “summer training,” not a betrayal to their studio
- Keep it focused on stuff they actually use (walkovers, aerials, tucks)
- Keep the vibes on point—no 8-count synchronization, just clean, skill-specific work
Dancer parents are used to paying extra for specialty classes. They expect it, and there’s no better time to help their kids get skills than when school is out.
- Pay-in-Full Options Can Save You Money Down the Road
We give a 5% discount to families who pay the whole season up front—tuition, comp fees, uniform, everything.
That early money helps with:
- Booking competition travel before flight prices skyrocket
- Paying vendors and negotiating early-payment discounts
- Avoiding the “December Gasp” when everything is due and nothing is paid
But here’s my disclaimer: don’t offer a discount unless you’ve budgeted for the discount itself.
We only allow pay-in-full by cash or check. Essentially, we’re discounting the credit card fees we would have paid through automatic charge. That said, it’s the only time of the year I take checks.
Second major disclaimer: don’t touch that money for anything other than what it was intended.
No spontaneous splurges. No new spring floors. You’re not rich. You’re prepared.
Bonus Round: Make Your Space Work Overtime
If the lights are on and the AC’s running, the gym should not be empty.
Try this:
- Field trips
- Daytime open gyms
- Daytime playtime (consider adding another one)
- Homeschool PE (yes, even in summer—many homeschool kids start the new school year tracking on July 1!)
- Adult tumbling (target the nearest CrossFit—they’re all pretty competitive handstanders)
- Daytime semi-private lessons
- Spiritwear packages for your team kids and their parents
If you’ve got space and time, you’ve got options. Stop waiting for “busy season.”
Final Thought: Don’t Just Survive Summer. Actually Win It.
You don’t need to do everything. Honestly, please don’t. Pick one or two things. Develop a solid strategy. Launch it this week.
Not next month. Not after your coffee kicks in. Not “when you get caught up.”
You’ve got this. (Even if summer’s out here acting like it pays the bills.)
