How to navigate the end of year slowdown

If you are running your own business, the final few months of the year can bring a familiar challenge. Client numbers start to dip and classes get quieter. Enthusiasm often wanes as diaries fill with festive plans and darker evenings make it harder for people to stay active.

It’s easy to feel disheartened when the sessions you’ve built all year suddenly start to thin out. However, this quieter period doesn’t have to mean lost ground. With a bit of creativity, it can actually become one of the most valuable parts of your business cycle, providing an opportunity to strengthen relationships, refresh your offer and prepare for a strong start to the new year. 

At CIMSPA, we understand that small business owners and independent professionals are at the heart of our sector. You don’t have corporate marketing budgets or big support teams, but what you do have is agility, authenticity and the ability to connect deeply with your clients. Those strengths can help you turn a seasonal slowdown into an opportunity to grow. 

Understanding the dip 

Almost every physical activity business experiences a downturn towards the end of the year. This is because clients are busier, the days are shorter, and fitness often slides down the list of priorities. Some people pause their sessions to save money ahead of Christmas, while others promise themselves they’ll “get back on it in January”.

While the drop in attendance can hit small operators harder, especially when fixed costs like rent, insurance and software subscriptions stay the same, it’s important to remember that this lull is temporary and predictable.

By treating it as a planned phase in your business year rather than a surprise, you can make proactive decisions instead of reactive ones. For example, you might forecast reduced cash flow for November and December or plan marketing activity that keeps clients engaged even if they’re not attending as regularly.

The trick is not to fight the dip but to use it to regroup, refresh and realign your approach for the year ahead. 

Reconnecting with your core community 

Your most loyal clients are the foundation of your business, and year end is the perfect time to deepen those relationships. When motivation dips, a sense of community can make all the difference.

Consider hosting a small celebration class or social event – something informal, like a festive group workout followed by coffee, or a year in review session where clients share what they’ve achieved. These experiences remind people why they value training with you and make them more likely to stay engaged through the winter.

You could also set up small group challenges where clients commit to a short, focused programme together, such as a move every day accountability challenge. These micro-programmes work particularly well at this time of year because they feel achievable, build camaraderie and give clients structure without demanding too much commitment.

Even a simple, personalised message to check in on clients can go a long way. Ask how clients are managing, remind them of their progress and let them know you’re there to support them through the busy season. Always remember that the human touch is one of your biggest advantages as a small business owner. 

Adapting to the season 

When clients’ routines change, it’s worth considering adapting your offer to match. Many people find it difficult to maintain longer sessions or travel to classes in dark or cold weather, so think about how you can make participation easier.

Shorter sessions like 30-minute lunchtime workouts can help busy clients keep moving without the time barrier. Hybrid or online options, such as short live workouts or pre-recorded mobility sessions, allow clients to stay connected even if they can’t make it in person.

It’s also a good time to shift your messaging too. Instead of focusing on performance or transformation, position your sessions around wellbeing, stress relief and consistency. Clients are often juggling multiple pressures at this time of year and if you can help them manage that, they’ll value your service even more. 

Themes like ‘stay strong through winter’ or ‘movement for balance’ can reframe activity as a form of support, not another demand on their time. 

Getting ahead of January 

As we all know, every January brings a surge in motivation and clients old and new look to make a fresh start and embrace a more active lifestyle. The most successful business owners don’t wait until the new year to prepare for it; they start laying the groundwork now. 

Think about setting up a pre-commitment offer where clients can secure their January sessions in advance, perhaps at a small discount or with a bonus add-on like a goal-setting session. You could also create festive gift packages such as short-term blocks of personal training or class passes that clients can buy for friends and family. These can be a great way to bring new people into your community. 

Use this time to start building anticipation for your new year programmes. Share teasers on social media, talk about what’s coming and highlight stories of clients who’ve made great progress with you this year. By doing this, you’ll keep yourself front of mind and give people something to look forward to. 

When everyone else is rushing to design January campaigns, yours will already be in full swing. 

Investing in yourself and your business 

A quieter client diary is also a valuable opportunity to work on your business rather than just in it. Take some time to review your systems, update your processes and look at what could make next year smoother and more sustainable. 

Simple actions like auditing your booking software, updating your website, or refreshing your social media templates can make a big difference to how professional your business feels. 

It’s also the perfect window to invest in your own development. Whether it’s completing a CIMSPA-endorsed CPD course, learning how to better manage your finances or developing new skills like video editing or programme design, professional growth keeps you competitive and confident. 

It’s also a great time to consider upgrading your professional status. Why not start 2026 as an Advanced Practitioner or Senior Practitioner and benefit from the opportunities that higher professional status offers? 

Don’t overlook your physical space and equipment either. If you have a studio or work in a shared facility, take a bit of time to consider a refresh with a deep clean, reorganisation or repair of worn equipment. Often small updates can really elevate the client experience and send a strong signal of professionalism when people return in January. 

Proactive retention 

Finally, make client retention a conscious, proactive strategy rather being reactionary. Maintain contact with those clients that aren’t turning up instead of waiting for cancellations. 

A quick check-in along the lines of “Hi Sarah, just checking how you’re getting on this month. Are you managing to keep a bit of movement in your week?” can open a conversation that prevents them from dropping off completely. 

You could also run a winter campaign, encouraging clients to set a small goal like attending four sessions before Christmas and celebrating those who achieve it. 

For those who do pause their attendance, make sure that you don’t let them disappear entirely. Something like a ‘come back in January’ message with a small reactivation offer, can make it easy for them to return without feeling guilty for stepping away when life got busy. 

The aim isn’t to pressure clients, but to maintain a connection with them. People are much more likely to come back to an instructor or trainer that stayed in touch with them than one they haven’t heard from in months.

Looking ahead 

Seasonal fluctuations are part of the rhythm of running any physical activity business, but what matters most is how you respond to them. 

By using the quieter months to strengthen your community, adapt your offer and invest in your own development, you can transform what looks like a slowdown into a big advantage. 

At CIMSPA, we see professionals across the sector using this time to reflect, realign and set themselves up for success. It’s a reminder that sometimes progress doesn’t come from constant activity, but from taking a step back, reviewing what works and preparing to move forward with clarity and purpose. 

While some people might see the end of the year as the season to wind down, the most resilient businesses use it to gear up and get ready to start the new year stronger than ever.