by Karly Feenstra 

“We’re going on vacation, but I promise I’ll be back!”

Sure they will. 🙄

Look, your clients have the best intentions. But here’s what actually happens: They jet off to Cabo, get sucked back into their post-vacation chaos, and before you know it, two years have passed.
Here’s the reality: Some client attrition is natural and inevitable. Which is exactly why your studio needs to be constantly generating new leads and members. And summer? It murders your lead generation when you need it most.

The Summer Lead Drought Is Real

Ever notice how your referrals slow to a trickle in June? How fewer people are willing to book a consultation or try a class because they “don’t want to start something right before vacation”?
Yeah, that’s summer doing its thing.
Most studio owners throw in the towel during these months. They coast. They wait for September like it’s some magical reset button.
But what if I told you summer is actually your secret weapon?
While your competitors are hibernating, you can be dominating. This is your chance to try new lead generation tactics, refine your sales process, and set yourself up for an explosive fall.

First Things First: Know Your Numbers (Or You’re Flying Blind)

Before we dive into tactics, let’s talk about something most studio owners get completely wrong.

You’re tracking the wrong metric.

Everyone obsesses over cost per lead. But here’s the reality check:

Scenario A:
$500 spent
100 leads ($5 per lead)
2 new clients ($250 per client)

Scenario B:
$500 spent
20 leads ($25 per lead)
5 new clients ($100 per client)

Which would you choose? If you said Scenario A because it’s cheaper per lead, you’re thinking like everyone else – and missing the point entirely.

Your goal isn’t more leads. It’s more CLIENTS.

So stop tracking where your leads come from and start tracking where your paying clients come from. Different sources produce wildly different quality. Track it in your CRM, have your front desk ask, use a simple spreadsheet – doesn’t matter how, just do it consistently.

Once you know what’s working, double down on that first. Then experiment.

6 Creative Ways to Generate Summer Leads (That Don’t Require a Marketing Degree)

1. Turn Your Referral Program Into a Lead Machine

Most studios get their best clients through word-of-mouth. Yet somehow, they’re terrible at optimizing for it.
If you have a referral program, what are you doing to keep it top-of-mind? Are you actively asking for referrals, or just hoping they happen?

Try this: Pick up the phone. Text your best clients directly. Ask them who they can bring to their next class. It’s not pushy – it’s helping them share something they already love.

Summer boost: Increase your referral incentive for the summer months. Make it irresistible.

2. Get Face-to-Face at Local Events

People don’t join your studio because of your equipment (though it helps). They join because of the relationship they build with you and your team.

The more face time, the easier the conversion.

Dig through your city’s parks and rec pages, local Facebook groups, 5Ks, farmers markets, car shows. Email coordinators and ask about running a booth.

Scared about the investment? Do the math: If your average client lifetime value is $1,200 and a booth costs $300, you need ONE new client to make it profitable.

Free alternative: Ask local businesses (or your clients’ workplaces) if you can do a pop-up workout. These relationships cost nothing but time.

3. Create Events Worth Inviting Friends To

What special events can you run that naturally inspire people to bring friends?

Group hikes, team challenges, family BBQs, birthday parties – the key is making them social and giving every guest an easy way to book their first session.

Pro tip: If your clients are participating in a local race, ask them to invite friends to cheer them on. Give every supporter a free session pass and collect their contact info.

4. Go Old School: Signs & Flyers Still Work

Yeah, I know. It’s not sexy. But lawn signs and flyers at local businesses create multiple touchpoints. The more people see you, the more likely they are to remember you when they’re ready.

5. Master the Social Media DMs

You don’t need to be an influencer to be effective on social media. Real conversions happen in the DMs.

Are you messaging ideal clients who engage with your posts? Reaching out to potential referral partners? If you’re just posting and hoping, you’re missing the biggest opportunity.

Local Facebook groups are gold for posting offers and finding community events to join.

6. Leverage Your Existing Network

• Your current clients are walking, talking lead magnets. Ask them directly:
• What events are they attending where you could meet people like them?
• Can you host a pop-up at their workplace?
• Do they have friends who’ve mentioned wanting to try your type of workout?

What to Expect (And Why Most People Quit Too Soon)

Here’s the truth: Any of these strategies can work. All of them require trial and error to find your groove.
Your prospective clients need to see you 5-10 times (sometimes more!) before they decide to train with you.

Just like one Instagram post won’t solve your marketing challenges, doing one strategy for one week won’t fill your lead pipeline.

It requires consistency and follow-through.

Someone said they’d bring a friend? Follow up. A local business said you can do a pop-up? Follow up.

Someone bought a ticket for your event? Follow up.

Remember: It’s no one else’s job to market your business. That responsibility is yours.

The Bottom Line

Summer doesn’t have to be the season your leads disappear. While everyone else is coasting, you can be building the foundation for your best year yet.

Having these strategies is one thing. Having a system that your team can execute consistently? That’s where the magic happens.

If you’re ready to turn your “sales-scared” team into confident lead converters and build a lead conversion system that works year-round, let’s talk.

Ready to dominate while your competition coasts?

Book a free strategy session at happyleaderproject.com and let’s map out your summer lead generation game plan.

Karly Feenstra

Author, Business & Sales Coach for Fitness Studios

Hi, I’m Karly 👋 I help fitness studios grow by improving their sales systems, staff training, and onboarding experience.

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