If you’re like most studios, you experienced a lower number of new members during the summer months. This seasonal slowdown is commonly known as the “Summer Slump.” But, vacations are winding down, kids are back in school, and people are ready to focus on their health and wellbeing. So, how do you sell more new memberships and pick up the pace for your studio now that summer’s over?


#1: Host a Challenge

Everyone loves a good challenge! Reignite your members’ passion for fitness and encourage new members to check you out with a fitness challenge. Fitness challenges — especially 30-day challenges — have seen a sharp increase in popularity over the past few years. Committing to a fitness regimen for a set period of time can be a wildly successful way for people to hit their health goals (and for you to hit your revenue goals).

The rules of the challenge can be different depending on what kind of studio you have. If you’re a class-based studio looking to increase unlimited membership sales, challenge members to a certain number of classes in 30 days. This can encourage people to get in the habit of attending more often — and motivate them to purchase more classes from your studio.

For larger gyms or businesses, a weight loss challenge can be a successful way to get people motivated too. Throw a “weigh-in” party at the beginning of the challenge period, host a series of group workouts or offer complimentary nutrition counseling, and then host a final weigh-in party with prizes and party favors.

Adding a little friendly competition to your members’ workout routine can get them excited about visiting your studio more regularly and utilizing the additional services you offer — like personal training or classes.


#2: Get Your Members Thinking Ahead

It probably wouldn’t surprise you to know 12% of gym memberships are sold in January. But, you may be surprised to learn that 80% of those people who sign up in January quit within five months. People have the best of intentions with every new year. They’re ready to commit to healthier habits and a more active lifestyle. But, if you can convince members to join this fall, they’re more likely to stick around.

Focus your marketing efforts and studio offerings on getting potential members to think ahead. You can offer a Plan Ahead rate — where members who join before January 1st get a special discount. Or, you can promote your personal training packages as a way to get in shape for the holiday season. Who doesn’t want to show off an amazing personal transformation just in time for the company Christmas party?


#3: Leverage Social Media

If you’re connected with your members on social media, use those platforms to get people more involved in your studio. Facebook, Instagram, Google+, etc. are great places to not only highlight new offerings to your current members, but also get potential members excited to check you out.

Use your social pages to inspire current and past members to get more active at your studio. Highlight a recent success story or share content from your popular new class. Posting regular, engaging content to your social media pages keeps your studio top of mind for your followers.

(If you could use a little more help designing engaging content for your pages, book a free marketing review with our team and we can offer some specific recommendations!)

You can also leverage social media to spread positive word of mouth. Encourage happy members to leave a review, or even offer a free guest pass if they share an honest review on Facebook or Google+. You can also leverage social media to get new members excited about your business, as well. Through Yelp and Facebook, you have the ability to run a check-in special for new or existing members. When they check in at your studio (and broadcast to their followers that they stopped in), you can offer a discounted class or free swag.


#4: Spread the Word In-Person

With a world that’s moving more and more online, it’s easy to forget about good, ol’ fashioned word-of-mouth marketing — i.e. actually getting out there to talk about your business. Even with all of our review sites, social media forums, and online resources, the number one most trusted resource for making a purchase decision is someone just like your members. When you get out there and familiarize yourself with potential members in your area, they’ll be more likely to think of you when they’re searching for a new workout routine.

Every time you’re out in your community, have some offer cards on you. Simple business-sized cards that offer a free class or an exclusive discount are helpful to have on hand if you strike up a conversation about your studio.

You can also leverage your relationship with other businesses in your area. Partner with a local restaurant, retail shop, or studio with a different style of workout to offer mutual discounts to your members and their customers. For example, you could partner with a local smoothie bar down the street — when your members show their key tags, they get 10% off their smoothie purchase. And when smoothie bar customers show their loyalty card at your gym, they get $0 enrollment.


Don’t let the Summer Slump drag your business down. Head into fall with fresh ideas and exciting offerings for your members, and get a headstart on the New Year’s rush.

Want more tailored ways to boost revenue for your studio? SWETI Services is here to help! When you book a free marketing review, we offer in-the-moment feedback on what you could be doing to better marketing your studio.

Nicole Gartside, Content Marketing Strategist

When this page loaded (yes, this webpage with the article you’re reading now), what was the first thing you saw? We’ll bet you scanned the image, maybe you read the title, and then after your eyes adjusted to our colors, font choice, and sidebars, you started reading.

People are pretty predictable when it comes to website behavior. On landing pages, our eyes are attracted to the same places, we’re intrigued by similar tones, and most people are apprehensive of sites they’ve never visited before. That’s why it’s important to put some thought and strategy behind landing pages for your studio.

What exactly is a landing page? At its most basic definition, a landing page is a standalone page of your website accessed by clicking a hyperlink. Landing pages are commonly used for special offers, introductory sessions, and general lead generation. And since they’re such a vital tool for lead generation, it’s important to make sure people who see your page submit their information and connect with your business.

How exactly do you do that? Let’s break down the most important guidelines for building out a landing page:


Be Consistent

When it comes to converting visitors on your landing page, consistency is key. Try to keep your landing page consistent not only with your studio’s branding, but also with the wording and visuals on your original source — i.e. the ad or post where people clicked to your landing page.

For example, if you’re offering a free trial pass, talk about it the same way in your social post or digital advertising as you do on your landing page. Using similar phrases, colors, and pictures assures the user they’re on the right page. Plus, if they clicked to your landing page, they were clearly a fan of your words, colors and images to begin with.

It’s also important to make sure the call-to-action is the same. If your email blast mentions a “3-day pass,” but your landing page calls it a “guest membership,” people may get confused and abandon ship. Keep your phrasing consistent between promotions and landing pages.

(Want an easy and effective way to drive more people to your landing page? We break down exactly what type of Facebook Advertising will work best for you in our blog, Facebook Ads 101.)


Be Concise

When visiting a new website, most visitors will navigate away within 10 seconds. That means you have 10 seconds to clarify what you’re offering, show the user what information you’ll need from them, and get them excited about what you have to offer. That’s a lot of things to accomplish in under 10 seconds!

That’s why it’s crucial to be concise on your landing page. Make your offer clear with a bold title and avoid long paragraphs of text. If there are multiple benefits people can get by taking advantage of this offer or a fairly complex explanation of your services, try bullet points instead. And if there’s information that’s not crucial or doesn’t need to be elaborated on, cut it.

And make it easy for people to take action. Keep your CTA specific, and try to only require the information you absolutely need from a potential client. The easier it is for someone to fill out your form, the more likely they are to actually submit their info.


Be Informed

There’s no “one size fits all” for landing pages. Depending on the type of business you are, what you’re offering, and the information you want to convey, your ideal layout will be different. That’s where A/B testing can be helpful. Try two different versions of your landing page and see which generates the most views and submissions.

If your landing page includes a call-to-action (and most good ones should!), do a little research on language, as well. How you phrase your CTA can make a big difference in whether people will take you up on your promotion. For example, a tone that sounds offering and generous can be more successful than a tone that’s demanding. Getting more leads on your landing page could be as simple as switching your CTA from “Book Now” to “Get Your Appointment.”


Never Underestimate Layout

Now that you know what you’re going to say and how you’re going to say it, it’s crucial to lay out your landing page the correct way. Studies have found layout to be a major factor in website performance, so take the time to make sure everything is clear and visually appealing.

Not sure where to start when it comes to designing your layout? Start with some rules of thumb:

  • Make the CTA button pop in a contrasting color or a clear font
  • Place your CTA button above the fold (i.e. users shouldn’t have to scroll down to see it)
  • Stamp on your studio’s logo somewhere easy to spot
  • Minimize the visuals. Don’t clutter your landing page with too many pictures as that can decrease click-through and also cause your landing page to load more slowly.
  • Try adding proof. If you’ve got some testimonials about what you’re promoting, you can add those underneath the CTA

And don’t forget to make your landing page mobile friendly! With over half of website visits happening on a mobile device, it’s important to make your landing page mobile-responsive so it’s still clear, organized and easy to read from any device.


When it comes to designing the perfect landing page, there are a lot of important points and strategies to keep in mind. That’s where SWETI Services comes in. We keep all of these guidelines (and more!) in mind when designing pages for your studio.

To learn more about how we can generate leads and drive conversions for your studio, schedule a free marketing review with our team.



Nicole Gartside, Content Marketing Strategist

Maybe you already have a small retail shop at your studio, or maybe you’re thinking about giving it a try. Either way, promoting retail at your fitness business is a different ballgame than promoting your studio in general. But, it’s not as hard as you might think! If you want to sell products and goodies at your studio, we’ve put together a step-by-step guide to help make retail at your fitness business successful and profitable:

#1: Stock the right stuff

You may have the most genius idea for branded knee-high socks, but ask yourself this: Are your members going to buy it? Before opening up the retail side of your business (or even if it’s already up and running!), take the time to do some small-scale market research. Ask your staff and members:

  • What gear would they want to wear?
  • What do they forget most often when they visit your studio that would be helpful to sell, like a yoga mat or earphones?
  • What types of supplements do your trainers recommend most often, and is there a certain brand you personally endorse?

Selling the right stuff is the first step to successful retailing.

#2: Create hype

If you’re planning to offer some products at your studio in the future or you just ordered some new stuff, get people excited before the products get there. Make an announcement on social media to let people know that their new favorite shirt is coming soon. Or plaster promotional posters around your studio letting members know they’ll be able to cool off after a tough workout at your new smoothie bar.

Letting people know about your products before they arrive can help bolster sales right from the get-go, rather than having your awesome new merchandise sitting around gathering dust.

#3: Update online tags and descriptions

Make sure it’s clear online that you also offer products for sale at your studio. Build out a page on your website that displays some of what you sell, a menu of the food or drink items you offer, or even an online store where people can order right from your site.

But, don’t stop there. Most social media sites, like Yelp or Facebook, allow businesses to tag their page by what services they offer. Be sure to add retail as a tag on these sites so new visitors know you offer products for sale, as well. On Facebook, for example, you can see and edit any business tags in your “About” section:


Be sure to update the tags on your business description.

#4: Put it in the right place

Let’s face it: People probably aren’t coming to your studio just to buy the products you sell on the side. They’re coming in for a workout, class or personal training session. If they happen to buy something while they’re in, great! But don’t expect anyone to go looking for your retail items if they’re tucked at the back of the building by your office.

Set up your retail shop in a location that’s high-traffic and convenient for your members. The lobby is usually a good bet, and make sure the merchandise is close to a cashier to make purchases even easier.

#5: Use it as an incentive

If you sell products at your studio, you want people to get excited about them. And what better way to get people excited about your retail items than offering them as a prize? If you run regular competitions at your gym or participate in any sort of in-studio or charity giveaways, use your merchandise or products as awards. 

Take Orangetheory, for example. Winners of their workout challenge were awarded with Orangetheory gear. So, the winners feel great about themselves, and OTF has new brand ambassadors to rep their name around town and get other people interested in the gear:

Check out how Orangetheory Fitness leveraged their gear for an in-studio contest.

Don’t want to just give your products away? Offer discount incentives, instead! Entice new members at your studio by offering 10% off your products for their first month. Or surprise your loyal members by giving them a BOGO card after they’ve attended 10 classes. Using your products as a prize automatically makes people excited about them, and you can easily get members introduced to what you offer so they’ll get in the habit of coming back to buy more.

#6: Rep it

If you’ve got great gear with your studio’s name or logo, show it off! Get your staff or trainers to wear the latest gear you’ve got in the store rather than a standard uniform. Your members probably look up to your amazing trainers and will be more likely to buy a shirt themselves if their favorite instructor is repping it.

You can also motivate your members to show off your studio’s gear. Check out how SoulCycle inspired their members. They encourage members to share pics in SoulCycle gear with the hashtag #SOULStyle for a chance to be featured in a monthly email newsletter:

SouCycle inspires members to rep their gear on social media.


Still unsure the best way to market the retail side of your business? Or want a more in-depth analysis on the best way to market products to your members? SWETI would love to help! Schedule your free marketing review, and we can offer in-the-moment feedback and consultation to get the retail side of your business off the ground.



Nicole Gartside, Content Marketing Strategist


For kids, summer is always the best time of year: no school, beautiful weather, and endless hours outside with friends. But for those in the fitness industry, the new season can feel a bit more daunting. At the average gym in America, new memberships hit an all-time low between June and August. With the warm weather driving people outside and more families scheduling their summer vacations, most studio owners out there have experienced the “Summer Slump.”

Here at SWETI Services, we’ve seen summer after summer in the fitness industry, and we’ve put together some surefire ways your studio can beat the Summer Slump:


Refresh Your Calendar

People may prefer to get active outside as the weather warms up, but that’s not always an option for people that are still working a 9 – 5 job. They may not have time to hit up their favorite hiking trail before work or won’t feel safe running through their town late at night after dinner. Update your class schedule to accommodate those people. Make sure you’ve got some early-morning options for members who want a quick sweat session before work, as well as some late classes for the night owls.


Motivate Your Current Members

Just because new memberships are traditionally low this time of year doesn’t mean you should focus all of your attention on driving those sales back up. Dedicate energy to motivating your current members to get more involved, as well. Try putting together a summer workout challenge, where members are challenged to hit the gym a certain number of times a week to win a prize. Or, they could compete with other members for the most weight lost or highest number of classes attended.

You could also get your current members more involved by offering great deals on some of your pricier services, like personal training or nutritional planning. It’s hard to pass up a good deal, so give members a little push to check out other things your studio has to offer.


Reward Regulars

If you’re successful in motivating your members, you’re sure to have some regulars you can always count on: The people who show up day in and day out. Summer is the perfect opportunity to show those people how much you appreciate them (while inspiring your less-active members to get more involved, as well, or new members to come on board). Highlight some of your regular members on social media with a “member spotlight” or offer some free swag to people who attend your weekend workouts. That little unexpected surprise can motivate members to keep at it during the summer months.

(Looking for other ways you can use social media to keep your members involved? SWETI breaks it down with 4 Ways You Can Leverage Social Media to Increase Retention.)


Focus on Customer Service

Customer service is important any time of year, but it’s especially crucial during the summer months. Think of it this way: If your members are coming in less frequently during the summer, that means you have less chances to impress them and show them why they love coming into your studio. Make sure your facility is cleaner than ever, always well-stocked, and remind staff to be gracious, helpful, and proactive. If a member has a great experience when they come into your studio and leave in a great mood, they’ll be more likely to come back.


Take Advantage of the Season

Don’t always fight the new season — embrace it when you can! If your members are eager to get outside, help them do that at your studio. Take one of your weekly boot camps outdoors or organize a fun run that starts at your gym where members can invite friends. Taking advantage of the weather can create a nice change of pace and still provide a great option for your outdoorsy members.


The ultimate way to beat the Summer Slump? Make sure your studio has a well-rounded marketing strategy to keep members involved all season long. SWETI Services would love to help you put that together. Schedule your free marketing review today to get in-the-moment feedback and advice to drive revenue for your business.



Nicole Gartside, Content Marketing Strategist

Your website is the hub for your studio. It shows prospects what it looks and feels like to be in your classes, highlights new and exciting workshops that can get your current members more involved, and your well-timed pop-ups are sure to turn any potential member into a lead. But, how can you increase your website traffic? There’s one simple, inexpensive resource for doing this: social media. Social media’s a powerful way to drive future and existing members to your site, and we broke down how to use your existing social pages to increase website traffic:

1. Promote your content

If you regularly publish new content to your website – a blog, new trainer bios, updated class schedules, etc. – use social media to drive clicks to those updated pages. (Not sure if you should start a blog on your site? See more about how it can improve SEO and four other Must-Haves for Your Website.) A well-timed post linking to your new content is an easy way to drive people to your website. And some content is worth publishing more than once. According to Kissmetrics, sharing the same blog post three times over the span of a month doubled clicks as opposed to sharing the blog once. So don’t be afraid to republish info about your newest class or your latest blog about eating mindfully! It will ensure fans who may be online at different times or days can still engage with the post.

How far apart you publish the same content will depend on how often you post as well as the platform itself. For example, it’s common to post multiple times a day on Twitter, so you can push the same content twice in the same week. Whereas on Facebook, you’ll probably want to space out the same content at least a week apart.


2. Leverage your content

You shared your website content on social media, and one post is seeing tons of likes, shares, and clicks. Now what? Don’t stop there! Leverage that high-performing content to drive even more members or prospects to your site. If a post is seeing a lot of engagement, it’s probably the perfect post to boost or turn into an ad campaign. Boosting or advertising high-performing content will ensure you’re getting the most bang for your buck — you’ve already seen that people want to engage with it, and that organic reach paired with a little monetary boost will help get your content – and therefore your website – in front of the most people.


3. Convert

At this point, you’re a social media posting pro. You’re publishing your best content multiple times or boosting your high-performing posts. You’re seeing an increase in engagement and impressions. But, how can you make sure those engaged users are converting and actually clicking to your website? An easy way to make that happen is changing up your language. According to Social Media Explorer, using the following words in social media posts saw a higher conversion rate:

Facebook – Where, When, Tell Us, Inspire, Submit, Deals, Discount, Warns, Amuses

Twitter – ReTweet, Follow, Social Media, New Blog Post, Check Out, Help, Top

LinkedIn – Created, Improved, Increased, Developed, Reduced, Researched

Google+ – Share, Promote, Increase, Create, Discover

4. Engage

If you’ve read our other posts on 4 Ways You Can Leverage Social Media to Increase Retention or 4 Ways You Can Use Instagram to Generate Leads, you already know engaging with users on your social media pages is important. But, it’s worth saying again. Engage with your users! AYTM Market Research found that 42% of Facebook users have mentioned a brand in their content, and 84% of daily Facebook users have liked a brand on that platform. Think about how many chances that creates to get your name in front of new audiences! By logging onto your pages daily to interact with users, you’ll be able to answer any questions, direct people to the right pages on your site, and keep users engaged so they’ll continue interacting with your content (and ultimately increase your website traffic!). You can also easily search your business’s name on social media platforms or use a tool like Mention to see when people are talking about your studio, even if they don’t tag your handle.
Want to learn about even more ways to increase your website traffic? Schedule a consultation with our team today, and see how we can help drive business for your studio.

Nicole Gartside, Social Media Strategist