Using the Summer Slowdown to Strengthen Your Business
Summer is traditionally slower for many studios. Instead of viewing it as a setback, we’re talking about how this season can become a strategic window to strengthen financial systems, operations, and leadership before the fall growth cycle.
If Summer always feels the same…
Your “Hot CEO” Summer deserves better 🦩
Summer just kind of is what it is…
Things shift. People travel. Attendance dips a bit.
You default to your “Summer Schedule” and adjust as you go
You’ve done it before, no brainer you’ll do it again
But what if there’s a better way to do it?
Hot CEO Summer is back. And we’re setting you up for your hottest Summer yet.
Hot CEO Summer Hot Take:
Summer isn’t unpredictable. It’s just unplanned
Usage shifts are predictable.
Energy shifts are predictable.
What changes is how prepared you are for it.
So, what if summer didn’t feel like something you had to manage in real time? What if it felt strategically set up?
PICTURE THIS:
You… chilling at the pool… without your phone.
Not stressed, not scrambling.
Because…
You already know how your Summer schedule flexes
Your team is aligned ahead of time
You’ve decided how you’re supporting your community during the shift
If you’re thinking, “okay… but where do I even start?”
Start here 👇
1. Do NOT copy last year
It’s easy to copy/paste last summer’s schedule without reassessing.
Your business is different now
Your members are different
Your capacity + demand have changed
👉 Reevaluate your schedule based on current data, not last year’s assumptions.
2. Understand your break-even
(for THIS season)
You’ve probably run your break-even analysis for your busy season… but what about summer?
Because summer looks different:
Fewer unlimited visits
More flexible usage
Different revenue mix
👉 Recalculate your break-even based on summer usage patterns.
3. Look at utilization patterns
(not just revenue)
Revenue might not drop dramatically, but how people use your studio will shift.
Which classes stay full?
Which ones drop off?
Where are you overstaffed vs underutilized?
👉 Look at attendance patterns, not just top-line numbers.
4. Be intentional with schedule cuts
(if any)
Massive schedule cuts are reactive.
🔥 Hot:
Aligning schedule with actual demand
Protecting high-performing time slots
Adjusting where needed
❌ Not:
Cutting everything to “save money”
👉 If you adjust the schedule, do it intentionally - aligned with the numbers.
5. Don’t default to constant promos
Running every holiday sale imaginable isn’t a strategy.
Instead:
Understand what’s actually happening first
Adjust structure before adjusting price
👉 Don’t assume you need to discount to fill gaps.
6. Plan for how you’ll maintain community
Summer = less routine, more inconsistency. Don’t let your Summer community be accidental.
Design it:
More events
More connection touchpoints
More flexibility
👉 Decide how you want your studio to feel during summer.
The goal isn’t just to get through summer…
It’s to set your business up in a way that gives you space
Space to be outside
Space to be with your people
Space to intentionally build the business
You don’t need to survive Summer the same way you always have.
You just need a little space… and the structure to use it well.
