Every Marketing Channel You Should Be Using to Sell Gym Merch

Most gym owners use one or two channels to promote their apparel drops — usually an Instagram post and maybe a mention in class. Then they wonder why only 15 people ordered. The reality is your members consume information differently. Some check email religiously. Some live in the group chat. Some only hear what the coach says before the WOD. If you're only hitting one channel, you're only reaching a fraction of your members.

Here's every channel available to you, split into three categories: in-gym, digital, and member-driven. You don't need to use all of them every time — but the more you activate, the more you sell.

In-Gym Channels

These are the highest-trust, highest-impact channels because they happen face to face with your community.

Coach announcements. The single most effective marketing channel for gym apparel. A 30-second mention from a coach before class — especially if they're wearing the gear — converts better than any Instagram ad. Do it at the busiest classes. Keep it natural: "New gear just dropped, link's on the board, store closes Friday." Repeat at every class during the order window.

Whiteboard or chalkboard. Write the store link and deadline where members can see it. Keep it up for the entire order window. Simple, always visible, zero effort after setup. Something like: "NEW GEAR DROP — foreverfierce.com/yourgym — Closes Friday 2/28."

Gym TV screens. If you have a TV in your space, put the mockup graphic on rotation. Most gym management software or simple slideshow apps let you upload images that cycle. The mockup sits there passively selling for you every hour the gym is open.

QR code poster. Print a simple flyer with the mockup image, a QR code linking directly to the store, and the close date. Tape it by the entrance, the cubbies, the bathroom, the water fountain. Members scan it on their phone without even needing to remember a URL.

Merch display table. If you have samples, set up a small table or rack near the entrance. Drape the sample over a box, put a QR code next to it, maybe a small sign: "Scan to order. Limited time." Members will touch it, try it on, and order on the spot.

Locker or cubby tags. Small printed cards placed on cubbies or in lockers: "New gear is live. Scan to order." Low-cost, high-touch, and members find them when they're in a good mood (post-workout endorphins are real).

App notifications. If you use a member management app (Wodify, SugarWOD, PushPress, etc.), send a push notification. These have high open rates because members already trust the app. One notification on launch day, one on the final day.

Digital Channels

These extend your reach beyond the gym walls — to members at home, at work, or on their phone between classes.

Email. Still the most reliable digital channel. Send three emails during a 7-day drop: launch day, midweek reminder, and final day. Keep them short — mockup image, one line of copy, the link, and the deadline. Subject lines that work: "New [Gym Name] Gear Just Dropped," "3 Days Left," "Last Call — Store Closes Tonight."

SMS / Text. If you have members' phone numbers (most gym software does), text outreach is incredibly effective. Texts have a 98% open rate. Use sparingly — launch day and final day only. Keep it personal: "Hey — new gym gear is up. Store closes Sunday. Here's the link."

Facebook Group. Most gyms have a private member Facebook group. Post the mockup with the link on launch day. Drop an update mid-week ("Already at 30 orders!"). Post a final reminder on the last day. The group chat format makes it easy for members to hype each other up.

Instagram Feed Post. Post the mockup on your main feed on launch day. This is your "anchor" post — it lives on your profile and members can find it all week. Use a clear caption with the link (or direct to link in bio) and the close date.

Instagram Stories. Use stories throughout the week for lighter-touch reminders: countdown stickers, polls ("hoodie or tee?"), reposting member order screenshots, behind-the-scenes of the design process. Stories are casual and low-pressure — perfect for daily nudges without feeling salesy.

Instagram DMs. On Day 6, send a quick DM to members who haven't ordered. "Hey [name] — just making sure you saw the new gear. Store closes tomorrow." This feels personal and converts well.

Instagram Close Friends. Add your most engaged members to a Close Friends list and post an exclusive story: "Close friends get first look at the new design" or "Early access link before the public launch." Makes members feel like insiders.

Newsletter. If you send a regular gym newsletter, include the drop as the lead item — not buried below the WOD schedule. Give it top billing with a mockup image and link.

Member App Messaging. Most gym apps have a messaging or announcement feature. Use it the same way you'd use email — launch day and final day at minimum.

The Channel Stack: What to Use When

Not every drop needs every channel. Here's a practical guide:

Every drop (minimum):

- Coach announcements (daily during order window)

- Email (launch, reminder, final day)

- Instagram story (3-4 times during the window)

- Facebook group post (launch + final day)

- Whiteboard with link and deadline

Bigger drops (seasonal, Murph, anniversary):

- Everything above, plus:

- SMS text blasts (launch + final day)

- QR code poster in the gym

- Merch display table with samples

- Instagram feed post

- Instagram DMs to non-orderers on Day 6

- Gym TV screen mockup rotation

- App push notification

The channel that matters most? Honestly, it's always the coach announcement. Everything else amplifies it, but the in-person mention during class is where the majority of conversions start. If you only do one thing well, do that.