Approach is Heading to the CWA Summit

Back-to-School Season: How Climbing Gyms Can Stay Front and Center As the summer season wraps up and the school year kicks into gear, climbing gyms often find themselves in a bit of a transition. Morning traffic slows down, family travel drops off, and the buzz from summer camps begins to fade. But don’t hit autopilot just yet, because back-to-school is a prime opportunity to re-engage your community, attract new members, and reset your gym’s momentum heading into fall. Here are a few smart strategies to help your gym stay visible, valuable, and vibrant as routines shift and school schedules return. 1. Market Climbing as the Ultimate Study Break For students, parents, and teachers alike, fall can bring a whirlwind of stress, structure, and screen time. Climbing offers the perfect balance as a physical outlet, a mental reset, and a social escape from school or work pressures. Now’s the time to reframe your membership offerings and class programs around this idea. Position your gym as the go-to place to de-stress after class, take a break from homework, or catch up with friends in a healthier, more meaningful way than another coffee shop meetup. Bonus Tip: Create a short-term “Back to School” promo or a student-specific membership to help new climbers commit without a long-term contract. 2. Host Welcome-Back Events Whether it’s an open house, a “try climbing free” night, or a student social, early fall is an ideal time to run community events that pull in first-timers. People are looking for fresh routines and these kinds of gatherings lower the barrier for someone who’s curious about climbing but hasn’t made the leap. Try ideas like: Campus Climb Nights for local college students Parent + Kid Nights to help families reconnect post-summer Stay-At-Home Parents Day to build community outreach to these individuals Fall Climber Socials with games, raffles, or themed routes Events like these create buzz, encourage word-of-mouth, and build a sense of community that can turn casual visitors into consistent members. 3. Build School + Youth Partnerships Back-to-school isn’t just for students, but it’s also a chance for gyms to partner with schools, youth groups, and educators to create long-term relationships. Whether it’s hosting after-school programs, offering PE field trips, or launching youth climbing leagues, now’s the time to connect with: Local elementary, middle, and high schools University outdoor programs and clubs Homeschool co-ops and scouting organizations These partnerships aren’t just good for filling quiet afternoon slots, because they also build deep connections with families and introduce climbing to the next generation. 4. Refresh Your Digital Front Door Back-to-school also means back to searching: students, parents, and teachers are online looking for new routines and activities. Make sure your website, class schedule, and social feeds are fully up to date. Post about: Fall events and special offers New classes or youth programs Student-friendly pricing or referral bonuses Any changes to your hours of operation or scheduling Even just a few timely updates can give your digital presence a sense of momentum and make your gym feel current, active, and inviting. Don’t forget to update your Google Business profile and local listings because first impressions often start with a search. 5. Use Automation to Capture New Interest Back-to-school brings new faces, new waivers, and new email addresses. Don’t let them slip through the cracks. Using tools like Approach Journeys , you can automatically follow up with: First-time visitors Students signing up for a free belay class Parents registering kids for after-school climbing Event reminders and follow-up Set up personalized emails, new member onboarding flows, and timely nudges that encourage repeat visits, upgrades, and community engagement. Let your systems do the work so your staff can focus on the in-gym experience. Fall Is Your Fresh Start The back-to-school season isn’t a slowdown, it’s a reset button. With smart campaigns, engaging events, and consistent outreach, your gym can stay top of mind for families, students, and your broader climbing community. So dust off the whiteboard, sketch out your promotions, and kick off the season strong. Because the fall rush isn’t just for schools—it’s for climbing gyms, too.