In the first part of this series, we discussed Europa’s founding vision, team development and operational improvements. Now, we turn to strategies for optimising revenue and beating seasonal dip.
Beating the summer slump: Getting creative with revenue
One of the biggest challenges for any activity-based business is managing seasonal dips in revenue. For Europa, that meant finding ways to fill the gym during quieter months, particularly in the summer when attendance traditionally drops. Instead of relying solely on gymnastics classes, Chris and Emma introduced holiday camps, extra classes and fun programs like Tumble Tuesdays to keep families engaged.
“We couldn’t afford to close during the summer as our overheads are too high,” says Emma. “We’d always know there was going to be that black hole over the summer, so you would constantly try and find things to do. But you would never fill that hole. So, we tried to introduced holiday camps, fun classes like Tumble Tuesdays and extra sessions for families. It worked and it kept the revenue coming in even when classes were quieter.”
One of the most successful ideas was the makeup class system, which allowed parents to book a class when they missed one. It was a win-win: parents got flexibility, and Europa kept the income flowing all year round.
Chris explains, “We thought it might cause complaints, but when we introduced makeup classes, the response was amazing. Parents loved the flexibility, and it turned our summer into one of the busiest times of the year.”
But what really helped make this shift successful was the partnership with LoveAdmin. As their club grew and diversified its offerings, Chris and Emma realised they needed a system that could handle not only bookings but also the increased complexity of managing holiday camps, extra sessions, and makeup classes.
We’d always know there was going to be that black hole over the summer, so you would constantly try and find things to do. But you would never fill that hole. So, we tried to introduced holiday camps, fun classes like Tumble Tuesdays and extra sessions for families. It worked and it kept the revenue coming in even when classes were quieter.
James, their Strategic Business Manager from LoveAdmin, played a big role in helping them implement the makeup class system seamlessly.
“I have to thank James immensely, because that one little comment has completely changed our business. He is fantastic at really digging into what your business needs and helps create a doable strategy.”
“James really helped us think through the logistics. He suggested that we switch to makeup classes and walked us through how we could manage this within the LoveAdmin system. It was a big shift for us, and honestly, we were a bit nervous about it, but James was there every step of the way.”
Emma adds, “James is fantastic at really digging into the details of what works for our business. He made sure we had the systems in place to manage all the extra classes and the additional work that came with them. We could easily track which kids had a missed class and needed to book a makeup session.”
LoveAdmin’s system allowed Europa to stay organised despite the complexity of adding multiple new programs. With over 2,000 people coming through the doors each week, ensuring smooth and efficient operation was essential.
“We went from having five receptionists managing everything to cutting that down to four, all because how much LoveAdmin streamlined our operations,” says Emma. “It’s saved us so much time and effort. Our staff can now focus on delivering a great experience for our members rather than drowning in admin work.”
We went from having five receptionists managing everything to cutting that down to four, all because how much LoveAdmin streamlined our operations, It’s saved us so much time and effort. Our staff can now focus on delivering a great experience for our members rather than drowning in admin work.
Takeaway #5: Be creative with your offerings. Find ways to fill the quieter periods such as summer holidays and make your business more resilient. New programs or flexible options like makeup classes can keep your revenue steady year-round. But make sure you have the right tools to manage it all – LoveAdmin’s system made all the difference in implementing new programs and keeping everything organised. A solid partnership with the right systems will help you stay organised and make your business more adaptable.
Building community: The key to loyalty
Europa’s success isn’t just about growth – it’s about being a true part of their community. Chris and Emma have always focused on building strong, authentic relationships with their members and the wider local area.
Chris says, “We’re a family business, and we try to make everyone feel like part of the family. Whether it’s the kids, the parents, or the staff, we want everyone to feel welcome.”
One of the most impactful programs is their SEND sessions, which provide children with special educational needs and disabilities a safe and supportive space to participate in physical activities. These sessions have become a key part of Europa’s community and have built lasting loyalty among local families.
Chris explains, “The SEND sessions were born out of a desire to give back to the community. It’s about offering something that no one else does. It’s been amazing to see how much families appreciate it.”
Takeaway #6: Focus on building community. Create programs that support and engage your members in meaningful ways. A strong, loyal community is one of your best assets. Keep members engaged with branded newsletters, regular updates and push notifications directly to the JoinIn app
