Looking for new ways to increase member engagement and boost revenue this summer? Family-focused programming might be your most valuable opportunity.
At Active Wellness, we specialize in designing and managing year-round youth and family programs that deliver exceptional results for health clubs and wellness centers nationwide. From summer camps and swim lessons to kids’ clubs and sports clinics, our experience shows that intentional family engagement is a powerful driver of member retention, community connection, and ancillary revenue.
Make Summer Your Season for Growth
Summer presents a golden opportunity for fitness and wellness centers to become go-to destinations for families. With kids out of school and parents seeking safe, enriching activities, summer becomes a high-demand season for family-friendly fitness and wellness programs. Offering engaging youth activities during this time can:
- Increase daily traffic to your facility
- Attract new members
- Boost satisfaction and loyalty among current families
Just ask Active Wellness Center Petaluma, named Best Health Club in the community for over a decade, thanks in part to its robust and trusted family programming.
By the Numbers: Family Engagement That Lasts Family memberships make up 35% of our total membership base, and they tend to stay longer than other member types.
By offering value across all age groups through youth programs, swim lessons, and family-centered events, we not only foster deeper relationships with members but also extend our club’s impact across entire households. Investing in the family experience helps strengthen retention and broaden our reach within the community.
Top Summer Programming Ideas for Health Clubs
All-Ages Summer Camps
From themed weeks to fitness-focused fun, summer camps offer kids a structured, active environment while giving parents peace of mind. Think mini boot camps, yoga for kids, sports challenges, and even junior chef or nutrition classes. The key is variety, keeping it fresh each week with age-appropriate tracks for both little ones and tweens.
Pro tip: Offer early-bird discounts and sibling packages to fill spots early and drive revenue upfront.
Swim Lessons That Make a Splash
Swimming remains one of the top-requested summer activities. Group and private lessons for different skill levels can be scheduled throughout the day: morning sessions for beginners, late afternoons for stroke development, and even parent-and-tot classes.
Bonus: Host a community water safety event or swim meet to attract new families and highlight your aquatic offerings.
Parent’s Night Out = Family Win-Win
Hosting a monthly “Parent’s Night Out” is a great way to attract families to your club. Offer a few hours of structured activities for kids, games, crafts, mini sports clinics, or movie nights while parents enjoy a night off or even a workout and dinner at your café.
Insider tip: These events are fantastic for member retention and easy to market to current members with children.
Sports Clinics & Specialty Programs
Short-term sports clinics, like basketball, soccer, tennis, or even martial arts ,can introduce kids to new activities without the long-term commitment of a season. These clinics also allow you to bring in expert instructors or partner with local athletes and trainers.
Think big: Add special guest appearances or end-of-clinic showcases to elevate the experience.
Building Lifelong Members
When kids grow up as part of your club community, they are more likely to remain connected as teens and even adults. Summer programs can serve as an introduction to your brand and the beginning of a lifelong membership journey.
By offering engaging, age-appropriate experiences, you’re not just boosting summer revenue, you’re planting seeds for future loyalty and word-of-mouth growth.
With Active’s proven strategies and programming expertise, your club can deliver meaningful experiences that resonate with families and drive business success well beyond the season.
Contact the Active Wellness Team to learn more about how we can help your club thrive this summer and beyond.
