Summertime Reset: Recharge Your Business During Slow Months

Over the years, I’ve grown tremendously as a fitness and wellness entrepreneur. I launched Evolve Yoga in 2012 by teaching classes on a local polo field. That passion led to opening a brick-and-mortar studio, and eventually, launching EvolveYogaOnline.com, a virtual yoga studio that allows me to connect with students everywhere.  

In the early days, I had a limited marketing budget, which I invested in a stack of Vistaprint business cards. I made it my mission to attend local events and network while handing out those cards. I focused on building strong relationships within my community. Those efforts paid off—within a year, I went from teaching at the polo field to opening my own studio in 2013. 

Through this experience, I’ve learned how to successfully run my business and navigate the hurdles brought on by the slower summer months, when fitness and wellness businesses often see a dip in client traffic.  

Let’s explore three actionable strategies to help you get creative with other business owners, make the most of your time, and grow your client base during these quieter months. 

How to be creative with local business owners

Community is everything, especially during the summer slowdown. I built Evolve Yoga by staying locally engaged and collaborating with like-minded businesses. When it comes to working alongside other studios or instructors, I always say: play nice in the sandbox.  

During the summer months, the key is to maintain steady traffic and keep your business top of mind. An effective way to do that is by diversifying your offerings to reach new audiences—and collaboration is a great place to start. Partnering with complementary businesses allows you to offer something fresh while tapping into a new client base. 

For example, if your studio primarily offers yoga, consider co-hosting a yoga and cross-training class with a local fitness pro. Or bring in another instructor to lead Mommy & Me sessions during your off-peak hours. I’ve done both, and each collaboration brought in new clients and deepened my connection to the community. Stay true to your brand, bring creative ideas to the table, and let collaboration open the door to new possibilities. 

Tips for making the most of your summer downtime

The summer months are perfect for tackling those long-postponed projects. Think of it as your chance to “plan now and play later.” Here’s what I would focus on: 

• Plan upcoming seasons: I map out my October–May programming during the summer. I plan around holidays and trends, like offering fitness challenges leading up to Halloween or holiday-themed wellness workshops.
• Clean up your digital presence: Tidy up your social media, update your website, and organize your content calendar. Staying visible online keeps you top-of-mind even when clients aren’t coming in.
• Engage your audience: Send weekly newsletters, take polls, and ask clients what they want more of. Your email list is gold. Stay in touch, even just to share updates or blog posts.
• Start something new: If you have a project or goal that you’ve been putting off or haven’t had the time to work on, use this downtime to get started. I used my downtime to launch my online yoga platform, which now generates year-round revenue.
• Refresh your space: A coat of paint, a logo refresh, or a deep clean can make your space feel brand new come fall.
• Protect your energy: Take time for yourself, your family, and your friends. Don’t burn out trying to do it all. A well-rested leader makes better business decisions.

Clever ways to find more customers

Even during the slow season, there are several ways to grow your customer base.  

• Spark a conversation: Show up for every class with the same passion—whether one student or 20 show up. The personal connections this can create are what spark referrals and gets people through the door.
• Attend events outside your industry: I love film and television, and by attending local events, I’ve met people outside of wellness who still need what I offer. Take the time to expand your circles.
• Offer community events: Host a free meetup or themed class, like an 80s yoga night or family-friendly fitness. This can introduce new people to your studio in a fun, low-pressure way.
• Create kids’ programs: Parents are always looking for activities for their children—especially during the summer. A kid's yoga or fitness class can attract new families and show your versatility.
• Use local media: If you’re doing something for charity or launching a new program, reach out to your local media with a press release or offer to write an article. Publications are often looking for fresh content. 

Just remember to pursue what feels right for you. When I first started out, especially during the slower summer seasons, I thought I had to participate in every opportunity to grow and make connections. However, that wasn’t always the best approach. Take a moment to decide whether or not an opportunity aligns with your values and your vision. 

Keep showing up during the slow season

If you’re feeling the summer slump, shift your perspective. With the right mindset and a few strategic moves, this can be your most productive season yet. Focus on the foundation: your attitude, your community, and your creativity.