Help Your Community Achieve Their Fitness Goals This Summer

Summer brings a shift in energy to fitness studios across the country. In our last post, we busted the myth of a universal summer slump in fitness and observed the trends around the country. While the numbers don’t show significant impact to revenue, anecdotally most studios see a change in consumer behavior because of altered routines, vacation, and renewed fitness motivations.  

Read the Q&A below to learn the trends they see in their own studios, how they adapt to seasonal changes, and how they use tools like streaks and goal setting to keep their communities engaged all summer long. 

Maintaining Summer Engagement: A Q&A With Three Fitness Experts at Mariana Tek 
 

Q: What is summer typically like at your studio?

Jackie: At the start of summer, we usually see an uptick in membership cancellations or freezes. A lot of clients are traveling, heading to second homes, or adjusting their routines with kids out of school. Here in Dallas, the heat also plays a role—many people leave the city for extended periods of time, which impacts attendance. This shift typically begins in late May or early June and starts to turn around by mid-August or September when everyone gets back into a more consistent schedule. 

Wes: In Philly specifically, we see a significant shift from Memorial Day until Labor Day. People are out of town over the weekend, and come back ready to exercise on Monday. Monday evenings are packed. Tuesday, Wednesday and Thursday morning are pretty busy. But by Thursday evening, people start to disappear again.

Elisa: I just started teaching at Rumble Boxing in December, but I’ve taught at other fitness studios in the past. One pattern I’ve noticed across locations, especially here in Orange County, is that summer doesn’t slow us down the way people might expect. I live in a wellness-driven community where boutique fitness is truly part of the culture. People prioritize movement as a lifestyle, not just a seasonal goal. We also see a fun energy from college students who come home and want to stay active or train with their parents.  

Q: Do clients fitness goals and behaviors change in the summer?  

Jackie: Yes, client goals and behaviors definitely ebb and flow during the summer months. We often see an initial surge in motivation tied to external events like weddings, vacations, or wanting to feel their best for summer activities. However, that momentum can taper off as schedules become more unpredictable with holidays, travel, and social events. 

Wes: I think their goals shift. They look for alternatives to meet their needs based on travel or what they are up to. I know for us they may visit our studio during the week but then have a separate membership at a studio down the shore to visit when they are there on the weekend. We also see increases in membership freezes due to vacations and travel. 

Elisa: Yes and no. While the commitment to fitness generally stays strong in our community, I do notice a subtle shift in how people approach their goals. There’s often a push toward more high-intensity formats or “lean-out” goals ahead of vacations or events like weddings. At the same time, I find people are more open to trying new things, whether it’s switching up their usual workout time or exploring different class formats. That summer energy tends to fuel curiosity and flexibility in routine.

Q: Do you do anything special to drive engagement in the summer? 

Jackie: Absolutely—we focus on community-driven initiatives to keep members engaged during the summer. We run frequency challenges paired with pop-ups and bring-a-guest campaigns to maintain accountability and introduce new faces to the studio. On top of that, we host fun events like happy hours, charity classes, cold plunge pop-ups, and pickleball to keep things social and fresh. 

Wes: We really focus on pushing our off-peak unlimited. We find that our clientele has great flexibility in their schedule so we try to get them into other times rather than our peak times. We also run events and theme classes to keep everyone engaged. 

Elisa: Absolutely. At Rumble, we lean into the season with creative engagement strategies like themed classes and in-studio challenges. We’re right by the beach, so sometimes we take class outdoors for one-off community workouts. It adds a fresh vibe and brings people together in a really fun way. We also partner with neighboring businesses, like a recovery studio next door, for pop-ups or wellness events. These collaborations help strengthen our local presence and keep the energy high during a time when some might feel distracted by summer plans. 

Q: How can owners and instructors use streaks and goals to motivate clients? 

Jackie: One of the most effective ways is using the data in Xplor Growth to track whether a client is on pace with their personal goals. If someone starts to fall off, it’s a great opportunity to reach out with a friendly message like, “Hey, we haven’t seen you in a few days—how are you feeling about your goal to come in three times a week? Can I help get you booked into your next class?” It opens the door for supportive, personalized conversations that keep clients engaged and accountable. 

Elisa: Streaks and goal tracking are incredibly powerful tools for both accountability and confidence-building. As instructors, we can use them to help clients visualize their consistency and celebrate progress that goes beyond physical appearance. It keeps members engaged even when life gets hectic. The key is to keep it fun and rewarding, rather than feeling it more like pressure more than anything. 

Q: How do you explain streaks to a new client and encourage them to use it to achieve their goals? 

Jackie: Many clients discover streaks on their own, it becomes especially impactful when introduced during onboarding. When a new member shares their motivation—whether it’s a wedding, vacation, or a lifestyle shift—it’s a great time to connect streak tracking to that goal. Framing it as a simple way to stay accountable to what matters most to them makes it feel personal and meaningful. 

Wes: It’s a natural evolution from when a new client is coming in and you want to understand the level of fitness they plan to commit to – asking “how many times you see yourself coming into the studio?” That can evolve into setting a goal, and then they’ll start seeing consistency hitting these goals builds on their streak. 

Elisa: When introducing a streak to a new client, I always frame it around momentum, not as an obligation. I explain that it’s a great way to build a rhythm, especially for those just getting back into fitness or navigating a new routine. It’s less about comparison and more about tracking your own consistency over time. I’ll often tie it into class milestones or studio incentives to make it feel exciting.

Stay tuned for the next post in our summer series to learn all the tips and trips to running a successful pop-up event this summer.