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Beating the Summer Slowdown: How Bowling Centers and Pro Shops Can Keep Business Rolling By Gary Hulsenberg | Marketing Maestro
Spring is in the air, and that means one thing for the bowling industry—we're about to hit the summer slowdown. As temperatures rise, it’s natural for people to head outdoors after the winter months subside. In some markets, this means our league bowlers might start trading in their bowling balls for barbecue grills and many other outdoor choices. But while summer may naturally bring a dip in business, it doesn’t have to be a dead zone. With the right strategy, bowling centers and pro shops can keep momentum rolling through the warm months and set themselves up for a strong fall season. PLAN AHEAD FOR SEASONAL SHIFTS We all know it’s coming. The key is to plan for it now, rather than reacting when things slow down. If your leagues are wrapping up, don’t wait until they’re gone— start engaging your bowlers now with fun summer alternatives. Consider shorter leagues, once-a-month tournaments, or “beat the heat” open-play promotions. Pro shops can also use this time to get ahead. This is the perfect opportunity to promote ball maintenance services. Offer resurfacing specials, oil extraction deals, or free grip checks to keep bowlers engaged and their equipment in top condition. The more you keep them connected to the game now, the more likely they are to return in the fall. LEAN INTO FAMILY & CASUAL BOWLERS While league play slows down, summer is prime time for families, kids, and casual bowlers. Many bowling centers already take advantage of the Kids Bowl Free program, and if you’re not participating, I highly recommend it. But don’t stop there. Get creative with summer have-a- ball leagues, bowling passes, glow bowling nights, and themed events that bring people in for the fun. For pro shops, this is a great time to market entry-level balls and package deals for those who are just getting into the game. A "Summer Starter Pack" with a ball, bag, and shoes could be a great way to get new bowlers invested before fall leagues begin.
UTILIZE SOCIAL MEDIA & EMAIL MARKETING A strong digital presence can help keep bowlers engaged, even when they’re spending more time outdoors. Use social media to run summer challenges, promote special events, and keep your business top-of-mind. Email marketing is also crucial—send out reminders about upcoming promotions, showcase new products, and even include tips for improving their game during the off- season. PREPARE FOR THE FALL SURGE If summer is slower, use that time wisely. Centers can refresh their lanes, make improvements to seating areas, or update their menu offerings. Pro shops can analyze inventory, plan fall promotions and get a jumpstart on pre- orders for new equipment releases. The more you do now, the smoother the transition will be when business picks up again. At Storm, we know that bowling is a year-round passion. With the right mindset and some creative thinking, the summer slowdown can become a summer setup—one that keeps bowlers engaged and ensures a strong start when the lanes fill up again in the fall. So, let’s embrace the season, try something new, and keep our bowling community connected!
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