Fall hits fast in the cheer world. New kids, new schedules, new chaos. If you’re not already thinking about your fall marketing… you’re officially behind. The back-to-school rush might pack your classes now, but if you stop there, you’re basically ghosting your own growth.
I know what it’s like—by September, you’re knee-deep in new enrollments, your staff’s asking questions every five minutes, and your Google calendar looks like a game of Tetris. But here’s the deal: the gyms that plan now are the ones that crush Q4. So let’s make sure that’s you.
Ride the Momentum—But Don’t Rely on It
Back-to-school is a gift. One week I walked into the gym and realized we had 12 tours booked… and I didn’t even have an ad running. That’s what seasonal momentum looks like.
But it won’t last forever. Momentum is a wave—but if you don’t paddle through that wave, it eventually fades. You need a plan for what happens after September, or you might be staring at half-empty classes come December.
Plan Events That Actually Feed Your Programs
Yes, I love a Taylor Swift-themed camp as much as the next millennial mom, but if your teams are full and your tumbling program is bursting, what’s the actual point? Cute photos and a few extra dollars?
Instead, run events with intention:
- Events to boost programs that don’t slow as easily
- Cheer Camp in late September to feed into half-year teams launching in November
- Preschool Pop-Ups if your tiny tumbling classes aren’t yet full
Every event should have a follow-up plan. If a kid has fun, can you offer them a spot in a class or on an introductory team next week? If not, that event was just babysitting with a small, one-time profit.
Market Like You Mean It
Rule of thumb: if you’re promoting an October event in October, you’re already playing catch-up.
Here’s what we do:
- As soon as it’s finalized, it goes on the site. Even if we’re not hyping it yet, it’s there. Now, when families register for the events you are marketing, they may see the upcoming ones and purchase that as well. It’s called cross-selling, and you can do it as intentionally or unintentionally as possible. It works either way.
- 8 weeks out: Soft launch
- 4 weeks out: Real push
- 2–3 weeks out: Act like your revenue depends on it (because it does)
- Last-minute push: Only if needed
Bonus: if you do sell out, shout it from the rooftops. Let the latecomers feel the FOMO so they jump faster next time.
Set Real Goals (Not Vibes)
Every event should have a goal. Not “as many kids as we can fit” but an actual, staff-and-budget-backed numerical goal.
Example: If a camp works best with 16 kids and two coaches, then that’s your goal. 17 means more staffing, less profit. Know your numbers so you’re not just hustling for the sake of being busy.
Track where you are at 6, 4, and 2 weeks out. Adjust if you’re behind. Celebrate (quietly, with caffeine) if you’re ahead.
Don’t Oversell or Underwhelm
Another trap: going full QVC on every post OR just vibing with cute behind-the-scenes content and wondering why your classes are still half-empty.
You need to carefully balance engaging posts and sales posts to catch their attention, keep their attention and get a solid ROI off your marketing efforts.
Your social should feel human, but also sell. Otherwise… what’s the point?
Be Loud. Be Smart. Be Early.
Fall is not the time to wing it. Inflation’s still doing its thing, your staff needs raises, and your business deserves stability. Marketing isn’t pushy—it’s how you survive and grow.
So take 10 minutes today:
- Map your September–November marketing pushes
- Set goals
- Schedule your promo
- And commit to outmarketing the other guys (because let’s be real, they’re probably winging it)
You’ve got this. Just start paddling now.
🎥 YouTube: https://youtu.be/v0Ze4e7QwnI
🎧 Spotify: https://open.spotify.com/episode/6woy5TUEQAJ0Mz9rbn1dFs?si=84_q4CclQdiDCJHx0K4UDQ
🍎 Apple Podcast: https://podcasts.apple.com/us/podcast/the-fullout-cheer-podcast/id1763244914?i=1000723819711
