If you’re in the sports or outdoor recreation space, you already know the highs and lows of seasonal business. During peak months, it feels like you can’t keep up with the bookings. Business is on fire, revenue is climbing and the future is bright. Then the off-season hits and the silence sets in. Bookings plummet and you’re left wondering how to generate buzz during the downtime.
But here’s the thing: just because the foot traffic slows down doesn’t mean the revenue has to be too. With the right digital marketing strategies in place, you can turn your busy-season momentum into year-round income.
Whether you run a kayak rental shop, a youth sports training center or an off-road Jeep adventure tour company, you can keep the bookings, leads and brand exposure rolling long after your peak season ends.
Let’s dive into 13 actionable ways to do exactly that.
1. Build a Massive Waitlist With Lead Magnets
Most visitors leave your website without booking, especially during the off-season. But if you offer a compelling lead magnet, like “Get First Access to Our Spring Specials” or “Unlock Early-Bird Summer Camp Discounts,” you can collect their info and follow up later. The key? Create something that your target demo finds valuable. Package it up nicesely and then position it as a must-have in exchange for their contact info.
Action Tip: Create a simple pop-up or section on your homepage offering exclusive early access in exchange for an email address.
When your experience can’t be booked immediately, sell gift cards for future use. Holidays, birthdays and special occasions happen all year. And your sports and recreation business can be the go-to gift if it’s positioned right. People love creative gifts like experiences and tours.
Action Tip: Run a limited-time promotion like “Buy a $100 Gift Card, Get $25 Free” and promote it via email and Google Ads.
3. Offer Digital or Virtual Services
Are you a coach, trainer or tour guide with deep expertise? Package your knowledge into digital guides, virtual lessons or downloadable checklists. These can be sold or used as lead magnets (as mentioned above). Either way, you have knowledge that people find valuable. The key is to package it and sell it.
Action Tip: Record a 10-part video series on “Training Off-Season” or “Prepping for Spring Adventures” and offer it to your email list.
4. Re-Engage Past Customers
Your past customers already trust you. Why not bring them back for more? Send an email campaign with exclusive VIP offers for return customers or offer bundle discounts for repeat bookings.
Action Tip: Include testimonials or photos from their last visit in your email to remind them of the good time they had.
5. Partner With Off-Season Businesses
Collaborate with local businesses that thrive during your off-season, like coffee shops, fitness centers or indoor activity centers. Create a campaign and co-promote one another to maximize reach.
Action Tip: Create a “Winter Adventure Pack” with coupons or discounts that drive referrals both ways.
6. Create a Membership or Loyalty Program
Recurring revenue isn’t just for gyms. You can offer memberships for early booking access, free add-ons or gear discounts. REI does an incredible job of this, and while they’re a national brand, you can create something similar.
Action Tip: Build a “Rec Pass” where members pay $9/month and get perks, early access, or exclusive member days.
7. Launch Seasonal Email Campaigns in Advance
If your peak season is summer, you should be emailing by spring, not June. In doing so, you can start generating momentum (and revenue) early to hit the ground running when peak season starts.
Action Tip: Plan your marketing calendar 3–6 months in advance. Start campaigns early with countdowns, early-bird perks or sneak peeks.
8. Sell Apparel or Merch Year-Round
Branded gear can create revenue and brand exposure, especially when it’s tied to your experience. Most of all, people love branded gear because it reminds them of your experience and is a great conversation starter.
Action Tip: Add an online store with branded hats, shirts, water bottles or themed gifts that relate to your activity.
9. Turn One Experience Into Multiple Packages
Instead of offering just one version of your experience, diversify it with tiered packages. People love “done-for-you” offers that minimize guesswork and friction.
Action Tip: Add a premium version with extras, a “date night” version, or a family special — then sell them in off-season as gift experiences.
10. Share Off-Season Behind-the-Scenes Content
Keep your audience engaged even when they’re not booking. Post maintenance work, staff stories or upgrades you’re working on. This builds anticipation and reminds people you’re still active. Get this right and people will think of you before any other sports and recreation business.
Action Tip: Use Instagram Stories or Facebook Reels to bring people into your prep season.
11. Use Retargeting Ads to Stay Top of Mind
Set up Google or Facebook ads that show to people who visited your site but didn’t book. You can show ads for gift cards, email sign-ups or seasonal previews. Customize the messaging, make a great offer and thank them for sticking around.
Action Tip: Run a 30-day retargeting campaign with a promo like “Spring Tours Opening Soon! Save Your Spot.”
12. Add Off-Season Blog Content for SEO
Use slower months to publish blog posts and guides that attract traffic year-round. Think: “Best Places to Hike in Sedona” or “Top Kayaking Spots Near Knoxville.”
Action Tip: Write one blog post per month that ranks locally and helps fill your future pipeline with Google traffic.
13. Test New Revenue Streams
Now’s the time to experiment. Consider offering photography packages during tours, transportation add-ons or working with travel planners to create bundled experiences.
Action Tip: Run a poll to your audience asking what they’d love to see next season, then build it and pre-sell it.
Offseason Doesn’t Have to Mean Zero Momentum
Your busy season will always be your biggest money-maker, but the off-season doesn’t have to be dead weight. When you implement the right systems like email marketing, retargeting, content, partnerships and offer packaging, you create a revenue engine that works even when you’re not booked solid.
At Slamdot, we help recreation and adventure brands build year-round marketing strategies that convert seasonal traffic into steady income. From websites and ad campaigns to lead funnels and SEO, our team knows how to maximize every opportunity.
If you want to map out a stratey that keeps your calendar full, contact us!
