Running a sports training business comes with its seasonal highs and lows.
Perhaps as kids return to school, you notice the demand for programs dips. Or, maybe you notice fluctuations in clientele or revenue that align with holidays, weather, or the local school calendar. While every sport and training experience is different, you may naturally find that some seasons are bustling, whereas others are a little more quiet.
However, with some strategic planning and innovative approaches, you can find ways to keep your sports training business thriving no matter the season.
Let’s explore 11 strategies to help you steadily drive growth and engagement at your sports training business.
11 Ways to keep your sports training business thriving year-round
From leveraging technology to diversifying your services, these tactics can help ensure that your business remains vibrant and profitable even during the off-peak seasons. Here are 11 effective ways to keep your sports training facility thriving year-round.
1. Implement a membership program
We’ve frequently discussed the benefits of recurring revenue, and the impact it has on the stability and health of your sports training business. Memberships are a great way to engage with your clients on a more consistent basis. Providing your clients with exclusive benefits encourages regular visits to your sports facility. This brings predictability to your revenue stream. Knowing you have a set number of members paying a monthly fee empowers you to forecast your revenue and make decisions about your finances.
And, as a result, this financial stability helps you maintain high-quality facilities and services, ultimately contributing to the long-term success of your business. By implementing a well-structured membership program, you can ensure a steady income while fostering a loyal and engaged client base.
Membership programs also help build a sense of community among your clients. When clients commit to a membership, they are more likely to become regular attendees and develop relationships with other members and your staff. This sense of belonging can significantly enhance their overall experience and loyalty to your facility. Additionally, memberships often include perks such as discounted merchandise, priority booking for classes, and exclusive events, which add value and make clients feel appreciated.
By offering various membership tiers, you can cater to different needs, preferences, and budgets, ensuring all of your clients can find a membership that supports their goals. For instance, a tiered membership structure might include options like a basic membership with limited access, a mid-level membership with added benefits, and a premium membership that offers the most comprehensive package.
P.S. We recently launched tiered membership functionality inside our membership management app! Learn more about this feature here!
2. Offer seasonal promotions
Another idea to help boost your revenue and activity inside your facility is to offer seasonal promotions or discounts for off-peak seasons. This will encourage sign-ups and participation during quieter times of the year, keeping your sports training facility bustling even when demand typically dips.
For example, let’s say your peak season is summer, and the winter is typically quieter. You could introduce a “Winter Training Special” that offers discounted rates on classes or training sessions.
Seasonal promotions can also be tailored to specific holidays or events, creating excitement and urgency. For instance, a “New Year, New You” campaign in January can capitalize on people’s resolutions to get fit, while a “Back-to-School” promotion in the fall can target parents looking for after-school training for their children. These targeted promotions help you tap into the seasonal mindset of potential clients and provide them with compelling reasons to choose your facility over competitors.
Moreover, seasonal promotions offer an excellent opportunity to showcase new programs or services. If you’re launching a new class or offering, tying it to a seasonal promotion can generate buzz and encourage early adopters. By continuously innovating and offering fresh, seasonal deals, you keep your facility dynamic and appealing, ensuring clients have something to look forward to year-round. This consistent engagement helps maintain a steady flow of revenue and keeps your client base active and growing.
3. Host special events
Organizing some special events throughout the year is another way to both attract new clients and retain existing ones. From workshops to guest speakers and more, these special events offer unique training opportunities that can support the growth of your athletes beyond the typical training you provide at your facility. For example, hosting an evening clinic with a sports psychologist, nutritionist, or even a renowned coach can draw in both existing and new athletes to your business. Additionally, it can give your business a boost, increasing client loyalty and the likelihood that they may become regular clients…and maybe even brand advocates.
Special events can also serve as excellent marketing tools. By promoting these events through social media, email campaigns, and local advertising, you can reach a broader audience and generate buzz around your facility. And, these events often encourage word-of-mouth referrals, as participants share their positive experiences with friends and family, further expanding your reach.
Moreover, hosting special events fosters a sense of community within your facility. Clients get the opportunity to interact with each other and with staff in a different setting, building stronger relationships and a more cohesive community. These events can also provide valuable networking opportunities for clients, allowing them to connect with like-minded individuals who share their passion for sports. By regularly scheduling special events, you keep your facility lively and engaging, ensuring that clients always have something new and exciting to look forward to.
4. Develop and expand year-round programs
If you currently offer more sport-specific or seasonal training, consider expanding to programs that can run throughout the year. For example, general strength and conditioning programs can help athletes improve their overall athleticism, whether they are in season or not. These programs provide consistent training opportunities that support long-term athletic development, helping clients stay engaged and committed to their athletic goals throughout the year. And, strength and conditioning sessions can be tailored to different skill levels and sports, making them suitable for a wide range of clients.
In addition to physical training, you may also consider incorporating nutrition coaching or mental training into your year-round offerings. Proper nutrition is crucial for athletic performance and overall health, and many athletes can benefit from personalized dietary guidance. By providing nutrition coaching, you help your clients optimize their diet to support their training and recovery, enhancing their results and overall well-being. Mental training programs, such as mindfulness and visualization techniques, can also play a vital role in improving athletic performance and focus. These holistic programs address the mental and emotional aspects of sports, offering clients a comprehensive approach to their development.
Year-round programs not only keep clients engaged but also create a steady revenue stream for your facility. By diversifying your offerings to include strength and conditioning, nutrition coaching, and mental training, you attract a broader audience and provide more value to your clients. These programs ensure that clients have continuous opportunities for growth and improvement, regardless of the season. By committing to their long-term success, you foster loyalty and build a strong community of dedicated athletes who see your facility as an essential part of their training journey.
5. Establish partnerships or sponsorships
Collaborating with local businesses, schools, sports teams, or other industry-adjacent businesses for sponsorship opportunities and cross-promotions can greatly enhance your facility’s visibility and reputation. These partnerships allow you to tap into new audiences and leverage the credibility and networks of other businesses and individuals in your area.
For example, you may partner with a physical therapy office or local nutritionist to encourage athletes to manage their recovery. In return, the other businesses can refer their clients to your business to train. Similarly, partnering with your local schools to offer athletic training programs can introduce your facility and staff to potential athletes who may not have otherwise discovered it. This helps each business drive some additional traffic, and showcase your commitment to holistic athletic development.
From a sponsorship perspective, this also provides opportunities for your sports training business to be associated with community events and local sports teams, growing your brand awareness and building trust in your community. As it relates to keeping your business thriving year-round, these sponsorships are something you can consider engaging in throughout the year. The increased brand awareness, even during off-peak times, can help you remain top-of-mind throughout the year, so when athletes are ready to train, they think of you.
6. Run a referral program
Encouraging your current clients to refer friends and family by offering incentives like discounts or free sessions can be an effective way to keep your sports training facility thriving year-round. By rewarding clients for their referrals, you not only attract new members but also strengthen the loyalty of your existing clients, creating a consistent client base of brand advocates that support your business through all seasons.
Offer compelling incentives such as a waived membership join fees, free training session, or exclusive perks to motivate clients to spread the word. This approach not only helps you acquire new clients at a lower cost but also fosters a community of satisfied members who feel valued and appreciated for their efforts. With a continuous influx of new clients brought in through referrals, you can ensure a more balanced attendance throughout the year.
Moreover, referral programs can help promote year-round training by creating a sense of camaraderie and accountability among clients. When friends and family join together, they are more likely to encourage each other to stay committed to their training programs, regardless of the season. This social support can be particularly effective during off-peak times when individual motivation may wane. By fostering a community where clients are motivated to bring in their network and train together, you can create a more vibrant and active facility throughout the year.
Seasonal referral incentives can be tailored to maintain high engagement levels during slower periods. For example, if summer is your peak season, offering extra referral bonuses in the winter months can help counteract the typical drop in attendance. By strategically planning your referral program to address seasonal fluctuations, you can ensure that your facility remains busy and profitable all year round, keeping your business thriving year-round.
Related: How to run promotions without devaluing your brand.
7. Invest in marketing efforts
Utilizing social media, email marketing, and local advertising is crucial to staying top of mind within your community. During peak seasons, you may feel like you don’t need to invest significant time or energy in marketing your business. While, we believe that marketing is a powerful, year-round endeavor. But, especially during off-peak seasons, how can you remain top of mind? A strong online presence allows you to reach a broader audience and keep your facility relevant and visible.
Regularly updating your social media channels with engaging content, such as success stories, training tips, and event announcements, can help maintain client interest and attract new followers. Email marketing can help you nurture relationships with your clients. By sending out newsletters, promotions, and personalized updates, you keep your audience informed and engaged. Local advertising, whether through community newspapers, radio spots, or sponsorship of local events, helps establish your facility as an integral part of the community.
8. Make facility upgrades
Continuously improving your facilities is essential for ensuring a high-quality experience for your clients and maintaining a thriving sports training facility year-round. Modern, well-maintained facilities create a positive first impression and significantly enhance client satisfaction. Using your off-peak periods for equipment maintenance is a great way to take advantage of down time so that you’re ready to go when things pick back up.
While this isn’t a hack for securing more revenue or boosting your client base so that you’re fully booked 365 days a year. But, when taking a look at your programming and the technology and tools you use to train, this is a great way to plan ahead and avoid hiccups during high-demand training periods.
For example, having an understanding of your monthly revenue can help you prepare for larger costs associated with repairing equipment or even purchasing new technology. Having a plan for when you can make those investments can help your business remain stable and profitable. And, maintaining equipment in down times reduces the likelihood of those tools breaking down when you need them most.
Additionally, when it comes to facility maintenance as a whole, making upgrades can also ensure that your business remains competitive and appealing, regardless of the season. Introducing state-of-the-art equipment or expanding your training spaces can draw clients who are looking for the latest technology. Regularly updating your facilities to meet industry standards and client expectations keeps your facility ahead of the competition, ensuring clients choose your services over others, even during traditionally slower periods.
Regularly upgrading and maintaining your facilities not only enhances client satisfaction and safety but also ensures that your sports training facility operates efficiently year-round. By strategically planning and executing facility improvements during off-peak times, you can minimize disruptions, ultimately keeping your business thriving.
9. Off-peak specials
Offering special rates or packages during off-peak times is a smart strategy to attract clients who may have more flexible schedules. Off-peak specials can help fill your facility during typically slower hours, days, or months, ensuring that your resources are being utilized consistently. For example, you might offer discounted morning sessions or special weekday rates to encourage clients to train during your less busy times.
Additionally, promoting off-peak specials can help balance the flow of clients throughout the day, reducing overcrowding during peak times and providing a more comfortable training experience for everyone. Athletes who prefer a quieter training environment might be particularly drawn to these time frames, whereas other athletes may thrive in a busy, more hectic environment. This can lead to higher client satisfaction and retention, as clients find the times that best suit their preferences and schedules.
Implementing off-peak specials also allows you to experiment with new programs or services. For instance, you could introduce an early bird strength training class at a discounted rate to gauge interest and gather feedback. This flexibility helps you test and refine your offerings, ensuring that you continually meet client needs and preferences while maximizing your facility’s utilization and revenue potential.
10. Implement a loyalty program
Implementing a loyalty program that rewards clients for their continued commitment is an excellent way to boost retention and encourage regular, consistent visits to your sports training business. Loyalty programs can provide clients with incentives such as points for attending sessions, referring friends, or making purchases, which can be redeemed for discounts, free sessions, or exclusive perks. This system not only rewards clients for their loyalty but also motivates them to stay committed to their training routine.
A well-designed loyalty program can create a sense of community and belonging among your clients. When clients feel valued and recognized for their dedication, they are more likely to develop a deeper connection to your facility. A connection that encourages consistent, year-round attendance. And, this emotional bond can lead to higher retention rates, as athletes are less likely to switch to competitors when they feel appreciated and rewarded for their loyalty.
Additionally, loyalty programs can drive word-of-mouth referrals and attract new clients. Satisfied clients who are rewarded for their loyalty are more likely to recommend your facility to friends and family, helping to expand your client base organically. By offering referral bonuses or points for bringing in new members, you can leverage your existing client network to generate new business, creating a sustainable growth cycle.
Loyalty programs also provide valuable data on client behavior and preferences. By tracking how clients earn and redeem their points, you can gain insights into which services and products are most popular and tailor your offerings accordingly. This data-driven approach allows you to continuously refine and improve your loyalty program, ensuring that it remains effective and relevant in meeting your clients’ needs and enhancing their overall experience.
11. Host competitions and challenges
To have a little fun and introduce a little friendly competition at your sports training facility, consider hosting some competitions or challenges at your facility throughout the year. This is a great strategy to keep your business buzzing, especially when working with youth athletes. These events create a sense of excitement and motivation among young athletes, while also encouraging them to stay engaged with their training.
Create challenges with goals that support your athletes, while also giving them something challenging to strive towards. Whether it’s a friendly scrimmage, a skills challenge, or a multi-sport event, these activities add variety and fun to their training, making them more likely to participate consistently.
Competitions and challenges also foster a strong sense of community and camaraderie among young athletes. When they compete together, they form bonds and support networks that enhance their overall experience at your facility. This sense of community is particularly valuable during off-peak times, as it encourages young athletes to remain engaged and connected even when participation might typically drop. By creating a supportive and motivating environment, you help young athletes stay committed to their athletic goals all year round, reducing the likelihood of seasonal drop-offs and keeping your sports training business buzzing with activity.
And, an added benefit of hosting these types of events and contests is attracting new clients. These events can serve as excellent marketing tools, showcasing the dynamic and engaging atmosphere of your facility to potential new athletes and their families. Promoting competitions and challenges through social media, school newsletters, and local community boards can generate buzz and draw in new participants. Offering trial memberships or special discounts for those who join during these events can convert first-time visitors into long-term clients, helping to grow your client base steadily throughout the year.
Ready to build a buzzing sports training business?
Keeping your sports training business thriving year-round requires a blend of creativity, strategic planning, and a deep understanding of your clients’ needs. By implementing one, a few, or all of these strategies, you’ll not only weather the periodic ebbs and flows, but also cultivate a strong and loyal community that supports your business throughout the year.
If you’re looking for a tool to help you put your administrative tasks on autopilot, so that you can focus on strategic initiatives like these, we’d love to have a chat. Request a demo of Upper Hand today to get a personalized walk-through of our sports training management software, and see how you can give your business a competitive edge. Not ready to talk to someone? No problem. We’ve also got a number of interactive product tours for you to check out to give you an inside look at the software.
