Build a Business That Doesn’t Break During a (Summer) Slowdown

The summer slump and recession-related dips are not inevitable.

They’re common, yes — but not unstoppable. More often than not, these slowdowns come from a lack of proactive planning, unclear messaging, or relying too heavily on one channel (hello, Instagram) to carry your entire marketing effort.

The good news? You can take action *now* to build a stronger, more resilient business — one that performs well in every season and holds steady through economic shifts.

Let’s walk through exactly how to recession-proof your studio — and in doing so, avoid the dreaded summer slowdown too.

Why Summer + Slower Economies Feel So Similar

Both scenarios, summer and economic downturns, can lead to a few predictable shifts:

- Client routines change or become inconsistent

- Budgets tighten and people get more selective

- Travel and holidays interrupt normal scheduling

- There’s a general “I'll be back later” energy from clients

When this happens, studios often scramble: offering last-minute discounts, cutting back staff, or going quiet on marketing altogether. But the real solution isn’t to work harder or panic-post more.

The solution is to shift your studio from being a “nice to have” to something your clients see as non-negotiable.

‍

‍Step 1: Create Offers That Align With Seasonal Behavior

Too often, studio owners try to fight the summer season rather than *work with it*. And the same goes for economic uncertainty — ignoring client behavior and just “hoping it’ll pass” leaves you vulnerable.

For Summer:

- Mini Packs: Smaller class bundles for clients with unpredictable schedules

- Accountability programs (challenges): Keep clients consistent even when they travel

- Flexible drop-ins: Welcome visitors or part-time locals

- Outdoor classes or pop-ups: Take advantage of the season and switch things up

For Economic Uncertainty:

- Value-based messaging: Emphasize longevity, well-being, and emotional returns

- Tiered membership options: Keep your services accessible without undercutting yourself

- Instead, adapt your offerings to reflect what your clients need *right now*: Tap into your loyal base to bring in like-minded clients

When your offers are responsive to the moment, you reduce cancellations, increase buy-in, and give clients more reasons to stay engaged.

‍

Step 3: Stop Relying Solely on Social Media

Let’s be honest — when things get slow, most studio owners immediately jump to social media: “Maybe I just need to post more…”

Social media is a tool. Not a strategy.

To build resilience into your business, your marketing needs to be:

- Multi-channel: Use email, your website, text messaging, community outreach, and local events

- Aligned: Every touchpoint (social, email, website, signage) should reinforce your studio’s value and positioning

- But the real issue isn’t how often you post — it’s how clear and consistent your marketing is *everywhere.*: You need a content plan, not just reactive posts when things get quiet

Start small. Build out an email nurture sequence. Refresh your website to reflect what makes you different. Develop campaigns that run *through* summer, not just until it.

When you diversify your marketing and lead with clarity, you’ll attract more committed clients — the kind who stick around through all seasons.

‍

Step 4: Strengthen Systems Before You Need Them

Slow seasons expose weak points. If you don’t have systems in place to retain clients, follow up with leads, or engage your current members, everything feels heavier when things slow down.

- Onboarding: Is your new client experience welcoming, smooth, and clear on next steps?

- Retention: Do you track client attendance and follow up if they disappear?

- Reactivation: Do you have a strategy to re-engage clients who’ve dropped off?

- Some key areas to tighten up:: Are your instructors and front desk staff aligned on how to support and retain clients?

Strong systems reduce revenue loss and free up your energy so you’re not constantly reacting. They also make it easier to scale sustainably — even in less-than-ideal circumstances.

‍

Step 5: Plan Ahead — Don’t Wait for the Dip

Recession-proofing and avoiding the summer slump both require the same mindset shift:

- Don’t wait for things to slow down to take action.  

- Don’t assume “this is just how it is” when summer or recessions roll in.  

- Do get proactive with offers, marketing, and systems that are aligned with your goals.

When you plan ahead — 6–8 weeks before a potential dip — you can run campaigns, launch programs, and create momentum before you feel the impact.

Think about:

- Seasonal challenges with registration deadlines

- Early-bird offers for fall

- “Stay consistent” messaging campaigns that promote accountability and wellness

Studios that thrive through tough seasons aren’t lucky — they’re prepared.

The Bottom Line: You’re Not at the Mercy of the Season

Summer can be profitable. Your studio can grow during a downturn. You can build a business that doesn’t rely on unpredictable seasons or economic trends to stay afloat.

But it requires intention.

- Intention in how you show up.  

- Intention in how you communicate your value.  

- Intention in the offers, systems, and strategies you build.

When you shift from reactive to proactive — from “hoping people show up” to having a plan — you stop scrambling and start leading with confidence.

And that’s exactly what your clients want from you… all year long.

Author Seran Glanfield

Seran Glanfield, founder of Spring Three and host of the award-winning Pilates Business Podcast, is a leading business coach and consultant to boutique fitness studio owners around the world. With over a decade of hands-on experience, Seran has masterminded the growth and development of hundreds of studios, becoming the go-to expert for those looking to scale their studios, transforming them into sustainably profitable, streamlined studios.

Seran’s expertise encompasses all facets of business management, including marketing, retention, sales, team management, pricing, and strategic growth.

A graduate from the prestigious London School of Economics, Seran is also a certified business consultant and both Power Pilates and Romana’s Pilates trained Certified Pilates Teacher.

To learn more about working with Seran and Spring Three, go to: www.springthree.com or follow @seran_spring_three

‍

‍