It’s roasting.

The beer gardens are packed.

Everyone’s digging out clothes they haven’t worn since last summer.

And whether people admit it or not, a lot of them are having the same thought…

“Bloody hell, I don’t feel great in this.”

Now before anyone jumps down my throat, I’m not saying everyone hates how they look.

But every year when the weather suddenly turns, people become a lot more aware of themselves.

The hoodies disappear.

The big winter coats get put away.

And all of a sudden you’re stood in front of a mirror in shorts and a t-shirt wondering where the last 12 months went.

As gym owners, studio owners and coaches, that’s worth paying attention to.

Because whilst the weather changes, people’s motivations don’t.

They still want to lose weight.

They still want more confidence.

They still want more energy.

The difference is that those feelings are often amplified when it’s 28 degrees outside.

This Is Where Most Fitness Businesses Get It Wrong

They start talking about themselves.

Their equipment.

Their classes.

Their timetable.

Their qualifications.

Nobody cares.

Well… not initially.

People care about themselves.

They care about how they feel when they put on their summer clothes.

They care about avoiding photos.

They care about feeling uncomfortable on holiday.

They care about getting out of breath chasing the kids around.

That’s what your marketing should be speaking to.

Not in a nasty way.

Not by making people feel bad.

But by showing them that there’s a solution.

A simple shift from:

“Join our gym.”

to:

“Has this heatwave made you realise how uncomfortable you are in your summer clothes?”

can completely change how somebody responds to your marketing.

The Best Fitness Businesses Sell The Future

One mistake I see a lot this time of year is gym owners pushing a quick summer fix.

Six weeks to this.

Twenty-one days to that.

Summer body this.

Beach body that.

The problem is most people know summer isn’t the finish line.

What they’re really looking for is something that lasts.

They want to feel better this summer, yes.

But they also want to feel better in September.

And October.

And next year.

The summer is often just the thing that finally gets them moving.

Don’t Assume Nobody Wants To Join

A lot of fitness businesses convince themselves that summer is a quiet period.

Sometimes it can be.

People are away.

The kids are off school.

There are weddings, festivals and holidays everywhere.

But here’s what we see every year at FitPro…

The businesses that keep marketing properly continue generating enquiries.

The businesses that disappear for six weeks because “everyone’s on holiday” are usually the ones panicking come September.

People don’t stop wanting results because it’s sunny.

If anything, they want them more.

One Thing I’d Be Testing Right Now

If I was running a campaign this week, I’d be testing messaging around confidence.

Simple things like:

• Do you feel comfortable in your summer clothes?

• Fed up hiding behind oversized t-shirts?

• Looking forward to your holiday… but not how you’ll feel on the beach?

• Ready to feel fitter, leaner and more confident?

Not because they’re clever.

Because they’re real.

And right now, they’re exactly what a lot of people are thinking.

Final Thought

The current heatwave is creating conversations in people’s heads whether you realise it or not.

Some are positive.

Some aren’t.

But either way, people are paying more attention to their health, fitness and confidence than they were a month ago.

The question is…

Does your marketing reflect that?

Or are you still posting pictures of kettlebells and hoping for the best? 😅

Speak to a member of the FitPro team today and let’s start getting new members through the door again.