Particularly in some areas, especially those closest to holiday resorts, there are some traditional gyms that on holiday periods literally go on "holiday", just like schools do. Generally, these are gyms where the longest season ticket lasts six months, while the most popular one has a monthly duration.
The gyms are therefore faced with a dilemma: either remain open paying users and staff for a few dozen daily users, or manage these few users somehow, giving them something in return of the centre’s closure. According to the initial considerations, this reasoning is indeed very consistent in order to safeguard the budget of the club.
Alternatives to the holiday closure
Last minute offers to bring new users to the centre
The fitness sector, translating and reinterpreting this commercial strategy, creates proposals that, with immediate registration, tend to give subscription during summer months for free. For example, a person who registers in June can attend for free until the end of August, and then officially start their annual subscription from September 1.
The difference can be made by interpreting the concept of training in a different way, seeing outdoor activity as an ally to employ rather than a competitor to fight.
Bringing the gym to customers with outdoor training
In this way we will have the traditional members, who in holiday periods, if they do not attend and do not suspend the subscription, will have the right to an outdoor coach at their disposal. Or we have the holiday members, who will attend the structure a few months in advance with respect to the date of payment, but with limited timetables, days or areas (in fact, in summer courses are usually eliminated, timetables are reduced and maintenance is carried out in the pool and spa) and without being able to use the other "extra" services.
Excite your holidays in town
Allowing "last minute" members to attend the club, but with a " limited" experience, allows new users to perceive what other services await them once holiday seasons are over, making the centre more attractive and building user loyalty.