How to Limit the Summer Slump (Before It Starts)

Every gym owner knows the pattern: Summer hits, attendance drops, and cash flow takes a hit.

But here’s the good news: you can preempt the slump by locking in revenue before it begins.

The trick is to present an offer that your current members would be foolish not to take.

You can also run this to new members, but let's dive in to see exactly how to limit the summer slump at your BJJ school.

The Move: Run a Memorial Day Sale Focused on Cash Collection

Instead of waiting for summer to slow you down, use Memorial Day Weekend to create urgency and bring in upfront revenue.

Here’s how to do it:

1. Offer Deep Discounts on 6- or 12-Month Memberships (for Current Members Only)

You’re not discounting monthly rates. You’re rewarding long-term commitment—while pulling in a chunk of cash now.

Offer 20–25% off 6- or 12-month memberships to your current members. Make it clear that this deal only happens twice per year.

If they are committed to training, which many should be, they would be foolish not to save. You can make this clear in your marketing by explaining the savings over the long term.

Why it works:

• You increase cash flow heading into a slow season

• You reduce churn by locking people in

• You reward your loyal members with a serious deal

Example message:"We only do this twice a year. Save 25% when you commit to 6 or 12 months by Memorial Day. If you're already training consistently every month, use this opportunity to save! Lock it in before prices go back up June 1."

2. Launch a 3-Month “Summer Trial” for New Members

This is your front-end offer. While everyone else is pausing their fitness goals for BBQ season, you flip the script.

Offer a 3-month “trial membership” at 20–25% off. Position it as the perfect way to get in shape for summer with low risk.

Use urgency—“Limited spots. Offer ends Memorial Day” and offer this to every new lead who comes into your gym.

Why it works:

• It gets people to commit past the drop-off point (June/July)

• You boost revenue without discounting your core offer long-term

• Many will convert to full members after 90 days

You can add gear or onboarding bonuses to sweeten the offer without cutting deeper into margins.

3. Make It Feel Special—and Final

Scarcity drives action. Position this promo as rare, and tie it to a clear deadline: Memorial Day Weekend. Once it’s over, it’s over.

Email and SMS your list with a 7-day countdown.

Post daily on social with “last chance” language. Make announcements in every class.

Train your staff to mention the deal to every member and lead.

Final Thoughts

You can’t stop summer from coming—but you can stop it from tanking your revenue.

Reward long-term commitment and incentivize paid-in-full memberships by offering a nice discount.

Give new members a reason to start now with low risk and savings.

Create urgency for both with a real deadline.

Collect the cash now and handle the summer slump without issue.