Every year, it is the same story.

‍

After summer, many coaches try to restart their business.

‍

But the truth is kind of brutal.

‍

Seventy percent of them fail.

‍

That is not a typo.

‍

They lose thousands in revenue and, more importantly, they lose time.

‍

At Gymkee, we dug deep with our coaches to figure out what was really going wrong.

‍

And we found it.

‍

We identified four key mistakes that trainers make in September.

‍

In this article, we will break each one down and explain how to avoid them.

‍

Read until the end. It could change how you finish the year.

‍

It is September. Something feels off.

‍

You open WhatsApp and your clients have ghosted you.

‍

Instagram? Same thing. No comments, no DMs, silence.

‍

So you focus on the few clients who are still around. But it is way less volume than before the summer.

‍

What happened?

‍

If any of that sounds familiar, chances are you are making at least one of the mistakes we are going to cover.

‍

At Gymkee, we work with more than 3,000 coaches in the US and Europe. These are the four most common mistakes we have seen again and again.

‍

There is one thing you need to understand right now:

‍

This post-summer window can completely change your business trajectory for the rest of the year.

‍

You have two options:

‍

👉 Either you rebuild momentum.
👉 Or your business stalls until the big January rush.

‍

If you fix what is not working, this season can become a turning point.

‍

So let’s dive in.

‍

‍

‍

Mistake 1: Not reactivating old clients

‍

You are out there chasing new leads when at least 50 percent of your former clients are just one message away from coming back.

‍

That is right.

One message.

‍

Most trainers make the same mistake every September.

‍

They think the season equals acquisition.

‍

They create back-to-school offers, go all in on content, run challenges.

‍

And look, that is great.

‍

We are not saying stop doing that.

‍

But it should not be your first move.

‍

Start with something way easier: re-engage the people who already know you.

‍

New clients cost more.

‍

Keeping clients is far more profitable.

‍

In fact, increasing your client retention by just five percent can boost profits by 25 to 95 percent, depending on your model.

‍

And right after summer?

‍

It is the perfect time to reactivate.

‍

These people have already paid you.

They have already seen results.

They already know how you work.

‍

And most of them did not quit because they were unhappy.

They simply took a break to enjoy the summer like everyone else.

‍

So do not panic if they stepped away.

‍

What matters is how you bring them back.

‍

Because here is the part most coaches forget:

‍

Clients will not come back on their own.

‍

Let me repeat that.

‍

They will not come back on their own.

‍

Their rhythm got thrown off.

‍

Their habits are gone.

‍

If you do not reach out, they will stay gone.

‍

But here is the trap…

‍

The psychological trap after summer

‍

After summer, a lot of clients feel guilty.

‍

They believe they have let themselves go, lost progress, or have to start everything from zero.

‍

And if you handle their comeback the wrong way, they will ghost you out of shame.

‍

The key is to show one thing in your message: the door is open.

‍

You have to normalize the pause. Make it okay.

‍

Here is what is going through their minds:

• “What if my coach thinks I gave up?”
• “What if they think I overdid it this summer?”
• “Do I have to start everything from zero?”

‍

Those thoughts create fear.

Fear creates friction.

Friction leads to inaction.

And inaction equals a lost client.

‍

So do not send guilt.

Send permission.

‍

That is what they need.

‍

Not a discount.

Not a new offer.

‍

Just the space to come back without feeling judged.

‍

Example of a reactivation message

‍

Here is a message you can use right away:

‍

“Hey Marie! Hope you had an amazing summer!
I know it is easy to let go during the holidays — I definitely did 😂
I have just reopened a few coaching spots for September.
If you are ready to get back into it, I have got a plan that will help you ease in, no pressure.
Let me know!”

‍

This type of message builds trust.

‍

It removes guilt.

‍

And it shows you are a coach, not just someone pushing programs.

‍

Even better, if you can send it as a voice message, do it.

‍

Voice adds warmth.

‍

If not, text works too.

‍

Segment your reactivation list

‍

If you have a bigger client base, do not send the same thing to everyone.

‍

Segment it like this:

• Clients who paused this summer
• Clients who stopped in the last three months
• Clients who left six to twelve months ago
• Clients who left for a specific reason

‍

This way, you can personalize your reactivation flow and massively increase your chances of bringing them back.

‍

But even that will not be enough if you fall into mistake number two.

‍

Mistake 2: Coming back with the wrong energy

‍

September is your clients’ comeback, not yours.

‍

A lot of coaches get this wrong. They return after summer with the wrong vibe, and it costs them clients.

‍

There are two common types of wrong energy we see:

‍

Low energy

‍

This is the coach who is still in vacation mode.

‍

They post stories like:

• “Back at it… slowly”
• “Trying to get back into the rhythm”

‍

If you are just as off-routine as your clients, how are you supposed to lead them?

‍

Desperate energy

‍

This is the coach who is panicking after a slow August. They flood stories with:

• “Ten spots left!” (even though none are filled)
• Three different offers at once
• Over-the-top hype: “Let’s gooooo!”

‍

It is overwhelming. It feels fake. And clients can smell it.

‍

The mindset shift

‍

You are not here to save your business.

‍

You are here to help your clients save their routine.

‍

That means shifting your focus from you to them.

‍

Stop talking about:

• “I am back”
• “I need to fill spots”
• “I have to sell this program”

‍

Your audience is already overwhelmed in September.

• Kids are back at school
• Emails are piling up
• Routines are broken

‍

They are not thinking about you.

‍

They are thinking about how to get back in control.

‍

And that is where you come in.

‍

You are not selling workouts.

You are offering structure.

You are offering clarity.

You are offering balance.

‍

How to reframe your message

‍

Instead of posting “I am back! Let’s go 🔥🔥🔥” try something like this:

‍

“If summer threw off your routine and you are not sure how to get back on track, you are not alone.
I have built a gentle, structured coaching plan to help you restart without pressure.”

‍

That message speaks to them, not about you.

‍

If you get this right, you will rebuild trust and momentum fast.

‍

From the last week of August through mid-September, your content should repeat the same idea in different ways:

• The problem: loss of rhythm
• The emotions: guilt, fatigue, chaos
• The solution: a simple plan plus accountability
• The offer: your program or coaching

‍

Bad energy kills attention. But worse than that… it kills trust.

‍

Mistake 3: Staying silent when people are the most ready

‍

It is kind of ironic.

‍

September is one of the best months of the year for signing clients, right up there with January.

‍

But a lot of coaches go quiet.

‍

They try for a few days, do not get immediate results, and then disappear.

‍

Why does this happen?

• They do not feel motivated
• They lack consistency
• They are scared it will not work
• Or they are scared it might work, and they will not be ready to handle it

‍

They start doubting their offer, their content, or even their niche.

‍

And so they freeze.

‍

Meanwhile, people are ready.

‍

They want to get healthy again.

‍

And other trainers, the consistent ones, are showing up and signing them.

‍

‍

Why September is a golden window

‍

We love fresh starts.

We like to begin on a Monday.

We like to reset after a season.

‍

September is the month of fresh starts.

‍

Google Trends proves it.

‍

Searches for “weight loss” spike every September and stay high into October.

‍

Gym memberships increase by more than 10 percent worldwide in the first three weeks of September.

‍

That means you have a 30-day window to stand out and attract clients.

‍

If you miss it, that momentum is gone until January.

‍

The danger of silence

‍

If you are quiet in September, here is what your audience assumes:

• You are still on vacation
• You have stopped coaching
• They should go find someone more serious

‍

Your job is simple: show up.

‍

The consistency formula

• Post at least four times per week
• Share daily stories
• Do it not for the algorithm, but for visibility

‍

Consistency builds familiarity.

Familiarity builds trust.

Trust gets you clients.

‍

But even if you are consistent, there is still one belief that can stop everything.

‍

Mistake 4: Believing people do not have money

‍

Your mindset matters more than you think.

‍

If you go into September thinking “people will not buy right now,” you will act like it.

‍

And when you act like it, you do not sell.

‍

Yes, people spend money during summer.

‍

Vacations, trips, festivals, extra meals out.

But something shifts in September.

‍

Two key psychological changes take place:

1. People want structure. They want control back.
2. They shift from spending for fun to spending with intention.

‍

That is where your coaching fits perfectly.

‍

You are not just selling workouts. You are selling clarity, control, and a path back to discipline.

‍

The data backs it up

‍

Google Trends shows it clearly.

‍

In the United States, September is one of the biggest months for searches like “online coaching,” “weight loss program,” and “get back in shape.”

‍

Gym memberships spike by more than 10 percent worldwide in the first three weeks of September.

‍

So no, people are not broke in September.

‍

They are ready.

‍

They just need the right offer, the right positioning, and the right person to lead them.

‍

Do not let a limiting belief stop you from showing up when the market is wide open.

‍

Final thoughts

‍

September can make or break your year.

‍

You have two choices.

‍

Ignore these mistakes and your business will stall until January.

Or fix them now and you will rebuild momentum, increase retention, and generate more revenue before the end of the year.

‍

Thousands of trainers around the world already use Gymkee to do exactly that:

• Save more than two hours per client every week
• Coach with more clarity and structure
• Double client retention and deliver the best coaching experience possible

‍

👉 Start your free 14-day trial of Gymkee today.

No credit card.

No commitment.

‍

And if you want to go deeper, make sure to check out this guide: 5 marketing strategies to relaunch your coaching business in September.

‍

Frequently asked questions

‍

Is September really a good time to sign coaching clients?
‍

Yes.

‍

Google Trends shows searches for “weight loss” and “get back in shape” spike every September.

‍

Gym memberships also rise by more than 10 percent worldwide in just three weeks.

‍

It is one of the best months of the year to attract new clients.

‍

How do I get old clients back after summer?

‍
Reach out personally.

‍

Send a friendly, low-pressure message that normalizes the summer break and offers a simple restart plan.

‍

Do not rely on discounts.

‍

Focus on permission and structure.

‍

What is the biggest mistake trainers make in September?

‍
Going all in on acquisition and ignoring past clients.

‍

Old clients are already familiar with your coaching and often just need a single message to restart.

‍

What should I post on social media this month?

‍
Be consistent.

‍

Share at least four posts per week and daily stories that touch on the same theme: summer breaks are normal, guilt is common, structure is the solution, and coaching is the way forward.

‍

Do people really spend money on coaching in September?

‍
Yes.

‍

Spending does not stop.

‍

It shifts.

‍

People move from vacation spending to intentional investments in structure and accountability.

‍

Coaching fits perfectly into that shift.

‍