Gym Apparel for Seasonal Events: When to Drop and What to Expect

Timing is the difference between a merch drop that sells out and one that sits. After processing over 2,400 apparel jobs per year, we have seen exactly which seasonal windows drive the most orders for gym owners and which ones fall flat.

This is not guesswork. This is pattern data from thousands of gyms across all 50 states.

The Annual Gym Apparel Calendar

January-February: New Year Energy

New members are flooding in. They want to belong. A clean, simple logo tee or hoodie is the easiest first purchase a new member will make. This is also the window to launch a fresh annual design that replaces last year's look.

Expected performance: moderate volume, high conversion among new members. Best for basics like logo tees and hoodies.

February-March: The Open Season

For CrossFit affiliates, this is the biggest apparel window of the year. Competition creates urgency, team identity, and emotional investment. Open-themed designs consistently outperform standard logo drops.

Expected performance: highest volume of the year for CrossFit gyms. Members buy for themselves and often for spectators and family. Multiple products per person is common.

April-May: Spring Refresh and Memorial Day Prep

The weather shift means members want lighter options. Tanks, performance tees, and shorts start moving. If you run a Memorial Day Murph event, plan your design and preorder window for early-to-mid May so apparel arrives in time.

Expected performance: strong volume, especially for event-specific designs. Murph shirts are some of the best-selling items we produce each year.

June-August: Summer Drops

Summer is a double-edged window. Many gyms see a dip in attendance, but the members who stay are your most loyal. Tanks, crop tops, and lighter fabrics perform well. This is also when gyms with outdoor programming can create event-specific designs.

Expected performance: moderate volume but healthy margins. Keep the SKU count tight: one or two products per drop.

September-October: Fall Launch

Members return from summer. Energy is up. This is the window for hoodies, long sleeves, and quarter-zips. Fall drops consistently produce some of the highest average order values because outerwear costs more per unit and members layer up.

Expected performance: high average order value. This is your best margin window of the year because premium garments carry premium pricing.

November-December: Holiday Gift Season

Position this as a gift drop. Members buy for themselves and for family. Gift-friendly items like beanies, embroidered hats, and branded accessories add variety. Keep the window tight so orders arrive before the holidays.

Expected performance: moderate to strong volume with high impulse purchasing. The gift angle unlocks purchases from people who would not normally buy gym apparel.

How Many Drops Per Year?

The data is clear: 4-6 drops per year is the sweet spot for most gyms. Fewer than four and you leave money on the table. More than six and you risk fatigue. Spread your drops across these windows, and you maintain excitement without overwhelming your members.

Each drop should have its own design, its own theme, and its own limited preorder window. Scarcity and freshness are your two biggest sales levers.

Frequently Asked Questions

What is the single best time of year to run a gym apparel drop?

For CrossFit affiliates, the Open season in February-March is consistently the highest volume window. For non-CrossFit gyms, fall hoodie drops typically produce the highest revenue per drop due to premium pricing.

Should I plan my entire apparel year in advance?

Yes. The gyms that generate the most apparel revenue plan their full calendar at the start of the year. This lets you coordinate designs, align with events, and build anticipation across your community.

What if my gym does not do CrossFit and does not have seasonal events?

Seasonal weather changes and holidays create natural buying windows for any gym. New Year, spring refresh, summer tanks, fall layers, and holiday gifts apply to every fitness community.