How to Establish a Culture of Apparel in Your Gym for Growth

It is no surprise that many of the fitness brands you admire have a strong culture of apparel.

Meaning, when they offer apparel, people feel like they are connected to the movement/brand. They offer apparel on regular intervals. They put out new designs. The leaders of these brands are constantly wearing their own apparel and promote others to do the same if you're aligned with their values and movement.

If you want to unlock a culture of apparel, here are my tips to doing that:

• Aim for 4-6 projects. Offering different apparel designs throughout the year keeps things fresh, unique, and enticing. Rolling out the same merch with your logo in white ink on various pieces is a short term play in a long term game. People get bored. They need fresh and new ideas.

• Wear your apparel/merch inside the gym‼️ Make sure your staff does this as well. There is no good reason for you or your staff to wear another gym or brand's apparel in your gym. If you're in the gym, you're wearing your own gear. Period. If you don't wear your own apparel, why should your members wear it?

• Let members know from day 1 that you offer things like apparel, supplements, seminars/workshops, etc... You are overestimating how aware your members are. It would not surprise me if 20-30% of your gym said "I had no idea you offered this!". These revenue streams can also serve as kick starts for those struggling with motivation/focus.

• Have a plan. Gyms who have an apparel plan sell 30% more apparel for the year than those who don't. We offer a free apparel plan for the year to have you stay on track so that you never miss a project.

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Introduction
Creating a successful gym goes beyond offering workouts—it’s about building a Gym for Growth where every member feels connected and motivated. One powerful tool often overlooked is gym apparel. Establishing a culture of apparel not only strengthens community but also drives revenue and brand visibility. Here’s how to make it work.

1. Recognize the Impact of Gym Apparel
Apparel is more than merchandise; it’s a reflection of your gym’s brand. Members wearing your branded clothing act as ambassadors, spreading awareness inside and outside the gym. A well-planned apparel strategy reinforces your Gym for Growth by creating loyalty and excitement.

2. Align Apparel with Your Gym’s Identity
Your apparel should reflect the values and identity of your gym. Whether it’s performance wear, casual hoodies, or statement tees, consistency in design reinforces your brand. Collect member feedback to ensure your items resonate, driving both engagement and sales.

3. Launch Apparel Strategically
Start with essential items like t-shirts, hoodies, and tanks that members can wear daily. Consider limited editions or seasonal releases to create urgency and FOMO (Fear of Missing Out), which can boost revenue and promote your Gym for Growth.

4. Integrate Apparel Into Member Experience
Use apparel as rewards for milestones, challenges, or gym events and design ideas. Highlight members on social media wearing branded gear to foster pride and community. This not only motivates members but strengthens your Gym for Growth culture.

5. Promote Apparel Across Channels
Leverage social media, newsletters, in-gym displays, and staff recommendations. When staff consistently wear gym apparel, it reinforces brand visibility and encourages members to participate in the culture.

6. Apparel as a Growth Engine
A culture of apparel isn’t just about sales—it’s about building a strong brand presence, attracting new members, and retaining current ones. Properly executed, your apparel strategy directly contributes to establishing a thriving Gym for Growth.

Conclusion
Building a Gym for Growth means more than offering excellent workouts—it’s about creating a culture that motivates members, strengthens loyalty, and increases revenue. Integrate an apparel strategy into your gym culture to turn simple merchandise into a tool for growth, community, and long-term success.