The 7-Day Merch Launch Playbook: Day by Day, Step by Step

You've got the design approved. The webstore is live. Now what? This is where most gym owners wing it — and winging it is why most apparel drops underperform. The gyms that consistently sell 50+ orders per drop follow a structure. Not a complicated one. Just a deliberate one.

Here's the exact 7-day launch playbook we've seen work across thousands of drops. Print it, screenshot it, pin it to your office wall. Run it every single time.

Day 1: The Big Announcement

This is the most important day of your drop. First impressions set the tone for the entire order window.

In the gym: Make the announcement during your most attended class. Don't bury it at the end — do it at the top, before the workout starts, when you have everyone's full attention. If you have a sample, the coach wears it. If you don't, show the mockup on your phone or the gym TV. Keep it simple: "New gear just dropped. Here's what we've got. Link is in your email and on our socials. Store closes next Sunday. Early bird pricing ends tomorrow night."

Digitally: Send a dedicated email to your full member list — not a newsletter with the drop buried at the bottom. Subject line should be direct: "New Gear Just Dropped" or "Your New [Gym Name] Merch Is Here." Include mockup images, the store link, and the deadline. Post the mockup on Instagram (feed post, not just a story). Post in your Facebook group. Send a push notification through your gym app if you have one. Text your members if you use SMS.

Incentive to activate: Launch your early bird pricing. "Order in the first 48 hours and save $3 per item." This creates urgency on Day 1 and gives people a reason to act immediately instead of bookmarking and forgetting.

Day 2: Social Proof Push

The goal today is to show that people are already ordering.

In the gym: Have coaches casually mention it. "Did you guys see the new shirts? I just ordered mine — the hoodie is unreal." It doesn't need to be a formal announcement. Just visibility.

Digitally: Post an Instagram story — a screenshot of the store, a mockup, or a "just ordered" moment. If any members have posted about their order, repost it. Post in the group chat or Facebook group: "Already at 15 orders in the first 24 hours — who's in?"

Key move: If you're running an early bird incentive, remind people this is the last day. "Early bird pricing ends tonight at midnight."

Day 3: The Midweek Nudge

Energy naturally dips in the middle of the week. Today is about keeping the drop visible without being pushy.

In the gym: Put a mockup or sample on display near the entrance. Write the store link and close date on the whiteboard or chalkboard. If you have a TV screen in the gym, put the mockup graphic on rotation.

Digitally: Post a quick Instagram story — something casual like a boomerang of the mockup, or a "which one are you grabbing?" poll between two items. Low effort, high visibility.

No hard sell today. Just presence.

Day 4: Testimonial or Lifestyle Content

Today is about showing what the gear looks like in action — not on a mockup, but on real people.

In the gym: If you have samples, take a quick photo of a coach or member wearing it mid-workout. Post it. Real gym lighting, real sweat, real context. These photos outperform polished mockups every time.

Digitally: Post the in-action photo on your feed or stories. If you have photos from previous drops — members wearing past gear at competitions, team photos, group shots — share those. Caption: "This is what [Gym Name] pride looks like. New gear link in bio."

Bonus move: Send a quick DM or text to 5-10 members who haven't ordered yet. Keep it personal: "Hey — just wanted to make sure you saw the new gear drop. Store closes Sunday. Here's the link if you want to grab something."

Day 5: The Countdown Begins

Three days left. Time to shift from "awareness" to "urgency."

In the gym: Coach announcement before the busiest class: "Three days left to grab the new gear. Store closes Sunday at midnight. If you haven't ordered yet, now's the time."

Digitally: Instagram story with a countdown sticker — "3 days left." Post in the Facebook group with a reminder and the link. If you're running a raffle or community challenge, post an update: "We're at 40 orders — 10 more and we unlock the bonus design."

Day 6: The Personal Push

This is the day for direct outreach. The people who haven't ordered by now fall into two categories: they forgot, or they're on the fence. A personal nudge handles both.

In the gym: Coaches mention it during cool-down. "Last chance to grab the new gear — store closes tomorrow." If members ask about it, coaches should be ready to pull up the link on their phone.

Digitally: Text or DM the members who haven't ordered. Keep it short and friendly: "Hey [name] — store closes tomorrow night. Didn't want you to miss out. Here's the link." This single action — personal outreach on the second-to-last day — often generates 15-20% of total orders.

Email: Send a "last chance" email. Subject line: "Closing Tomorrow — Last Chance for New [Gym Name] Gear." Short and direct. Mockup image, link, deadline.

Day 7: The Final Push

This is it. The last day consistently generates 20-30% of all orders. Your job is to make sure nobody misses the deadline.

Morning — In the gym: Coach announcement at every class: "Last day. Store closes tonight at midnight. If you want something, order today."

Morning — Digitally: Instagram story: "LAST DAY." Post in the Facebook group. Send a text blast: "Final call — [Gym Name] gear store closes at midnight tonight."

Afternoon/Evening: One more story or post in the late afternoon. "A few hours left." If you're running a raffle or challenge, announce the final count: "We hit 65 orders! Raffle draw happening tomorrow."

At 9 PM: Send one final reminder — text, email, or both. "3 hours left. Store closes at midnight. Don't miss out."

At midnight: Close the store. Post a "SOLD OUT / STORE CLOSED" graphic. Thank everyone who ordered. Tease the next drop: "Stay tuned for the next design..."

The Day After: Close the Loop

Don't let the momentum die after the store closes.

Post a thank-you. "75 orders for the new drop! You guys crushed it. Shirts are going into production and will be at the gym in about 2 weeks."

Share the results. If you hit a milestone or ran a challenge, announce the winner. "We hit our 75-order goal! Raffle winner is [Member Name] — congrats on the free month!"

Set expectations. Tell people when to expect delivery. This builds trust and gives them something to look forward to.