Ask any gym owner which month they’d happily skip and they’ll say August. Cities empty out, people’s attention is elsewhere, and anyone weighing up a membership files the decision away with the usual line: “I’ll think about it in September.” So summer turns into one long wait, with revenue frozen until everyone gets back.
With Maxifit we decided to read that month backwards. Instead of waiting for September, we sold in August.
€21,500 in memberships taken in while the others were closed
No queues at the counter, no sign-ups done in person. Just a carefully engineered ad campaign, a landing page built to make people decide fast, and the purchase completed from a smartphone. In the month everyone writes off:
- €21,500 in revenue generated online alone
- A clean path: ad campaign, landing page, online purchase
- All in August, when the competition had already switched off
These numbers didn’t happen by accident. They’re the outcome of one deliberate choice: to speak to the right people at the exact moment nobody else in the industry was raising their voice.
August isn’t a lost month, it’s a month left wide open
The belief that torches almost every gym’s summer is a single one: “Nobody buys in August anyway, better to pick things up in September.” It’s a self-fulfilling prophecy. You switch off the communication, so you don’t sell, so you convince yourself August was a write-off.
Reality is different. People are around in August, they’re more plugged in than usual, and they finally have time to stop and read an offer in full. It isn’t the audience that’s missing: what’s missing is someone addressing them with a valid reason to decide now. When the whole industry goes quiet, whoever speaks well isn’t competing with anyone. They’ve got the stage to themselves.
How we switched sales on in the wrong month
The work on Maxifit lined up three elements that wouldn’t be enough on their own, but together made the difference:
- An ad campaign tuned to the summer context. Not the usual invitation to “come try us out,” but a message built for someone scrolling their phone on holiday, with a clear offer and a concrete reason not to push it to September.
- A landing page that closes, not one that informs. Every click lands on a page with a single job: to walk the person to the purchase with no leaks, giving them everything they need to say yes in a few seconds.
- A fully online purchase. No trip to the location, no appointment to book. People buy from the sofa, from the beach, from their phone.
It’s the same sales machine we keep running for Maxifit all year long: campaigns, landing pages and CRM automations working together, including the weeks when the rest of the market goes on pause.
The hidden advantage of the low season
Here’s the point most people miss: €21,500 in August doesn’t come from having posted a few extra times. It comes from having held the attention of the right people in the one window their competitors left uncovered, with a clean message and a purchase journey free of snags.
And it isn’t only about gyms. It applies to anyone selling online who gives up too quickly on the tough months: an e-commerce store, a subscription service, an off-season launch. An against-the-grain stretch isn’t an obstacle, it’s an empty space almost everyone ignores. Whoever claims it cashes in while the others wait.
Pulling the plug is the easy call. Bringing revenue in when the calendar says rest is a different craft.
Want to cash in during the months everyone else switches off?
If you run a business that lives on seasonality, a gym, an e-commerce store, a subscription service, and you’re tired of crossing the awkward months off the books, get in touch. We’ll show you how to build the same machine that got Maxifit to take in €21,500 online in the middle of August.