As the carefree days of summer wind down, studios face a familiar challenge: Clients easing back into routine after vacations, travel, and family time.
September often brings a dip in attendance as members juggle back-to-school schedules and rediscover their daily rhythms.
Attendance levels by month
But here’s the good news: fall is also one of the best opportunities to re-engage your community. With structure returning, members are eager for consistency—and studios that get proactive can turn this transition into a powerful moment to build momentum.
While there is some level of seasonality in fitness that can’t be helped, there are ways to boost historically slower months. Instead of just waiting around for an October attendance bump to arrive, why not organize a September challenge to kickstart the fall?
The timing of fall challenges can be highly effective for a few reasons:
- Members are back from summer travel and ready for structure.
- Seasonal themes make participation feel fresh and fun.
- Community-building is key during a season when people crave connection.
Below are some ideas to capitalize on the season (in September and beyond) with exciting fall challenges, courtesy of best-in-class studios across the country.
5 High-Impact Fall Challenge Ideas from Top Studios
B/Spoke Studios: 13 Classes in 18 Days
Last fall, B/SPOKE Studios turned up the energy with a high-impact fall challenge: 13 classes in 18 days. Complete the challenge? Win two free class credits.
They also offered a special 13-class pack so challengers had everything they needed to get started.
The results? Game changing.
- Retention soared: Challengers maintained significantly higher retention rates than non-participants.
- Revenue skyrocketed: Within 3 months, revenue per participant was 201% higher than non-participants.
- Engagement deepened: Orders per customer (OPC) jumped an incredible 241% post-challenge.
This challenge proves the power of smart, seasonal programming. By giving members a clear goal, an enticing reward, and a sense of community, B/SPOKE transformed a seasonal dip into a surge of engagement and revenue.
PUSH Pilates: Football-Themed Studio Showdown
Why not bring a little friendly rivalry into play? In the lead-up to the big college football game between the University of Alabama and the University of Georgia, PUSH Pilates hosted a challenge between two of their studios located in the same towns.
Alabama may have won the game, but we’re betting there were plenty of challenge winners for this unique competition!
Neighborhood Barre: Fall Fit Challenge
Located in Buffalo, NY, Neighborhood Barre runs a fun three-week challenge for the fall. Every time participants had four visits in a row, they were entered into a raffle for a new outfit.
We love the way they announced the winner on social media and offered a 21-day challenge pass to entice non-members to join!
FYT Key West: Fyt to Feast
FYT offers circuit, yoga, and sculpt classes along with open gym and personal training. They run a fall challenge where participants try to reach 20 classes between November 1st and Thanksgiving. There’s plenty of holidays in the fall to theme your challenges around—think Labor Day, Halloween, Thanksgiving, etc!
Be Well Studio: Gratitude Challenge
Another Thanksgiving-themed idea? A gratitude challenge! Be Well Studio in Bexley, OH challenged participants to add to the studio’s gratitude board after each class. If they took at least 12 classes in November, they’d be entered into a raffle for an exciting self-care basket.
(The post below even showed participants how to join the challenge in the Be Well app, created with Mariana Tek!)
How to bring your fall challenge to life
A great idea is only half the battle—execution is what makes your challenge unforgettable. With the right tools and strategy, you can turn a simple seasonal concept into a powerful driver of engagement and revenue.
- Challenges & Milestones: Set clear, achievable goals and let members track their progress along the way. Progress tracking keeps motivation high and gives members that “I’m getting closer” boost.
- Badges & Rewards: Layer in fun incentives like seasonal digital badges or in-studio perks to celebrate wins and keep participation exciting.
- Leaderboards: Spark friendly competition with real-time rankings that inspire members to push a little harder.
- Marketing Tie-Ins: Don’t keep the challenge a secret—promote it across every channel. Use email, push notifications, and in-app banners to keep the energy high and your members engaged.
Tips for maximizing participation
To drive the strongest results, make it easy and exciting for members to join in. Lower the entry barrier by bundling a special class pack or offering a “first challenge” deal that feels accessible.
Showcase member progress and success stories on social media to spark FOMO and inspire others to jump in. Encourage instructors to promote the challenge in class so the energy carries through every workout.
And don’t forget to celebrate milestones publicly—shoutouts and small surprises can create lasting motivation and keep members engaged all the way to the finish line.
Finish the Year Strong
Our data shows that while September usually brings softer numbers, 2024 told a different story—steadier attendance, fewer dramatic swings, and stronger overall growth. The trend is clear: Studios that embrace smart strategies are smoothing out seasonality and building habits that last.
It may feel early to be thinking about 2026, but the end of 2025 is closer than you think! Fall challenges are perfectly timed to carry momentum into the new year.
Our data indicates that a challenge’s impact on retention typically lasts about two months. That means the three-month marker—about once per quarter—is the right challenge cadence to maximize retention and engagement.
Now’s the time to lean into seasonal programming, gamify the member experience, and finish the year on a high note. Whether it’s milestones, leaderboards, or creative rewards, every challenge you run is a chance to strengthen loyalty and spark growth.
Setting up your own fall challenge or see a cool one on social media? Tag us!
by Maddy Crouch Sr Product Marketing Manager, Fitness & Wellbeing
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First published: August 22 2025
Written by: Maddy Crouch