As gym owners, one of the most common questions I get from new clients is: "What’s the secret to selling more apparel?" There are many small strategies that contribute to a successful apparel campaign—everything from design to marketing. But if you want to make a significant impact on your apparel sales, there’s one crucial factor you can’t overlook: Timing.
Timing Is Everything
You can have the best designs in the world, but if you offer them at the wrong time, your sales will suffer. A prime example? Trying to launch a hoodie order in February.
Sure, February is often the coldest month of the year, but by then, most people are already thinking ahead to Spring. Post-holiday spending has slowed down, and few members are going to drop $60 on a hoodie when warmer weather is right around the corner. The data is clear—launching hoodies too late in the season will drastically reduce your sales.
The 5-Week Window for Hoodies
When it comes to fleece items like hoodies, zip-ups, and crewnecks, there’s a specific 5-week window that’s ideal for getting those “instant yes” responses from your members. If you offer hoodies outside this window, your order size could be 15-30% smaller than if you had timed it right.
So, what’s the right time?
October 14th to November 15th is the perfect window to run your hoodie campaign.
This is when people are loosening up their budgets for holiday spending, making it easier for them to justify purchasing a new hoodie.
Why This Timing Works
Holiday Spending: People are naturally inclined to spend more in the weeks leading up to the holidays. By running your hoodie campaign during this time, you tap into that increased willingness to spend.
The “New Hoodie” Effect: Let’s face it—everyone loves a good hoodie. While we all have hoodies that last for years, there’s something exciting about breaking in a new one each season. People are ready to invest in fresh apparel when the timing is right.
Avoid the Black Friday Trap
One final word of advice: Avoid Black Friday at all costs. After November 15th, people’s attention shifts to hunting for discounts and deals. Unless you plan on steeply discounting your apparel (and why would you?), there’s little benefit to participating in Black Friday sales. By then, the focus is on deep discounts, which can undermine the value of your premium products.
Wrapping It Up
In summary, if you want to sell more apparel, especially fleece items, timing is everything. Launch your hoodie project between October 14th and November 15th, stay clear of Black Friday, and give your members the chance to buy when they’re most likely to say “yes.”
"I won’t discount anything because I’ve read and heard that discounts are bad!"
Relax. Discounts can be a powerful tool when used strategically. The issue isn’t with discounts themselves—it’s with how they’re applied. Many businesses end up discounting the wrong number. Let’s break that down.
The Power of Price Savings
One of the strongest motivators for getting customers to act on a preorder is the opportunity to save money. Preorders remain the most effective way to manage merchandise orders, but some clients struggle to get participation.
If you've tried everything—samples, aggressive marketing, shortening the preorder window, or reducing product options—and still aren't seeing results, it might be time to try offering a discount. But there’s an important concept most gym owners miss: they discount the wrong number.
Discount the Right Number
Let’s look at a common scenario. Say you typically sell apparel for $27. To boost preorder sign-ups, you decide to discount the shirt price to $22. That sounds reasonable, right? Unfortunately, this is a classic case of discounting the wrong number.
You shouldn’t be discounting your ideal price point. Instead, you should set a higher price point and then discount from there.
How This Works
Here’s a better strategy:
Example: “Our new tees and tanks are available for preorder at $27.99. I will be ordering some inventory for these, but if you wait to buy from that inventory, the price will be $35 per item. Preorder now to lock in the discount!”
In this case, you’re discounting from a higher price ($35) to your ideal price point ($27.99). Before you dismiss this by saying, "No one charges $35 for a t-shirt," take a look at Mayhem’s store—every shirt is $35!
Raising your price may seem risky, but with a little courage, you’ll find that discounting from a higher point can drive action without devaluing your products.
When and How to Use Discounts
How to: Set a price point that’s $5-8 higher than your ideal selling price. For example, if you want to sell a shirt for $27, list the full price as $32 and offer the preorder at $27.
When to: Use this strategy if your preorders are lagging. Offering a preorder discount from a higher price point stimulates demand without compromising the perceived value of your merchandise.
Final Thoughts
Discounting, when done right, can be a game-changer for your apparel sales. By setting a higher price and offering a discount for preorders, you encourage customers to act while still maintaining the value of your products. Give this approach a try, and watch how it can transform your preorder participation!
The Ultimate Guide to Selling Gym Apparel on a $0 Budget
1. Introduction
Welcome to the ultimate guide to selling gym apparel on a $0 budget. My goal with this guide is simple: to provide you with proven strategies to start your own apparel line without spending a dime. This isn’t about fairy tales or made-up stories to make a point. You’re getting real, actionable advice from someone who has sold millions of pieces of apparel and helped gym owners put millions of dollars back into their pockets.
You’re about to dive into one of the most competitive industries in the world—athleisure apparel. This is a multi-billion-dollar market dominated by giants like Nike, Lululemon, and NOBULL, all of whom use powerful emotional triggers like fame, sex appeal, and status to drive sales. But here’s the thing: You can compete with them. And I’m going to show you exactly how to build an apparel line that your gym members will choose over those big names—and without any upfront investment.
This isn’t "monkey see, monkey do." This is real strategy from someone who has done it. Keep an open mind, and let’s get started.
2. Building a Culture of Apparel
Results alone aren’t enough to keep members loyal to your gym. You’ve seen it happen: you help clients reach their goals, and yet they still send that dreaded cancellation email.
To combat this, you need to create a community, and apparel plays a surprisingly powerful role in building that sense of belonging. Throughout history, clothing has helped forge communities. People are less likely to abandon something they feel a part of, and when your members wear your apparel, it symbolizes their connection to your gym. It reinforces that tribal feeling: “We’re in this together.”
To build this culture, consistency is key. Ordering apparel once a year doesn’t create that connection—it just looks like you’re trying to sell random stuff. The gyms that you admire most have a strong and consistent apparel presence. Their owners and coaches wear the gear. Their members ask for new items.
Apparel becomes part of the gym’s identity. In short, if you want your members to feel connected and stay longer, apparel needs to be part of the experience from day one. The only way to achieve this is through consistent offerings.
3. Creating an Apparel Plan
Consistency requires discipline, but life gets in the way. Busy schedules, personal emergencies, and staffing issues can easily push that apparel project you were excited about into next year.
That’s why you need an apparel plan—a pre-programmed strategy that ensures you stay on track. I’ve talked to countless gym owners, and the problem is always the same: their members ask for apparel, but they don’t have the time, creative energy, or organizational skills to make it happen.
An apparel plan solves this problem. It’s a free, no-contract calendar that ensures you offer apparel at the right times. Timing is crucial—selling hoodies in November is smart; in February, not so much.
Here’s a sample calendar:
January: Logo Tee April: Memorial Day/Patriotic Apparel June: Summer Package September: Fall Package November: Winter Package
Clients who follow an apparel plan sell 30% more than those who don’t. Pre-programmed consistency works. It works for fitness. It works for apparel.
4. The Limited Edition Mindset
Treat every apparel release like a limited edition. Offer each design once, then move on to the next. If your members think they can always get the same hoodie later, they’ll procrastinate. And by then, they might not even be members anymore.
Look at brands like NOBULL. They built a frenzy by releasing shoes in limited colors. People bought multiple pairs because they felt exclusive. Scarcity breeds demand. When people know they only have one week to buy a new hoodie, they act fast.
Nike might release 10,000 pairs of shoes in every size, but your gym is only offering this design once. That exclusivity drives sales.
5. The Four-Step Process to Every Apparel Order
Every apparel order follows these four steps:
Step 1: Design
Work with a vendor who handles design internally and doesn’t charge art fees. Avoid relying on freelancers or members, as this often causes delays. At Forever Fierce, we take care of the design process, offering you best-seller ideas or custom designs tailored to your needs.
Step 2: Samples
Always get garment samples. This avoids customer service issues down the line and increases preorders. Members are 70% more likely to order if they can touch and try on the apparel.
Step 3: Preorder
A preorder is simply an ordering window with a deadline. For example, you might take orders for Memorial Day apparel until May 1. After that, the price goes up. This strategy ensures that you collect orders—and payments—without any upfront costs.
Step 4: Production
Production should take 2-3 weeks. A good error rate for any vendor is 5% or less. Communicate professionally if mistakes happen. They’re rare but inevitable.
6. Getting the Most Out of a Preorder
Marketing your preorder is crucial. Most gym owners spend tons of time perfecting the design but put minimal effort into promoting it. Then, they wonder why only 18 people out of 250 members bought anything.
You need a system. Here’s mine:
Use templates to save time and ensure consistency.
Use a marketing checklist to track your efforts.
Set a deadline—7 days is plenty.
Leverage social proof by thanking members who have already ordered.
Use incentives like early-bird pricing or exclusive bonuses.
Above all, collect money as soon as someone commits. Don’t let people pay “when it comes in.” This ensures you won’t have to front any costs.
7. The Gym Owner Advantage
As a gym owner, you have a unique advantage: 3-5 hours a week of your members’ undivided attention. Use it! Be confident in selling apparel and other services. Members expect to buy merch at a gym. If you don’t offer it, they’ll find someone else who does.
8. Variety: The Magic Formula
Offering the right amount of variety is key. Here’s a simple formula:
1 design: The same design across all items.
2-4 garment options: Think long sleeve, hoodie, or baseball tee.
2-4 color choices: Include a dark color, a neutral, and a trendy color.
This gives members enough options (8-16 total) without overwhelming them.
9. Stats and Metrics
To measure your apparel success, track these three key metrics:
Percentage of members who purchased apparel: Aim for 20-30%.
Number of apparel orders completed: Aim for 3-5 per year.
Profit from apparel sales: $3,500 profit annually is a reasonable goal.
10. Conclusion
Offering apparel in your gym doesn’t have to be overwhelming. You just need a system, consistency, and the right partner to handle the details. Follow these steps, and you’ll be on your way to building a thriving apparel line that strengthens your gym community—and your bottom line.
