Let me be the first to apologize on behalf of an industry. Apparel vendors do a poor job of helping you set the price for your apparel items. In this post, I am going to provide straight forward pricing guidelines and set you on a path of repeatable success.
As a gym owner, I know you understand the importance of pricing your services from the start. Maybe you’ve made some pricing mistakes in the past. Maybe you recently raised your rates to adjust your pricing to appropriate levels. Selling apparel and retail items at your gym is no different. In my conversations with owners, there is no real rhyme or reason as to why they sell shirts for $20 or $17 or $15 or for no profit at all: “$20. It just sounds right.” Or “That is what I would buy it for”…
After thousands of jobs and consultations, we have developed the chart below to guide gym owners when pricing their apparel. If you read our post on margins last month, this chart will go hand in hand with those recommendations.
How to Price Apparel at Your Gym: Smart Strategies for Success
Pricing gym apparel isn’t just about slapping on a number—it’s about balancing value, cost, and member satisfaction. Setting the right price can increase revenue while strengthening your brand. Here’s how to price apparel effectively and keep your fitness community excited to buy.
1. Know Your Costs First
Before you price apparel, calculate every expense. Include fabric costs, printing, shipping, and any custom design fees. Add a buffer for overhead—like marketing and staff time—so you’re not undercutting profits.
2. Understand Your Members’ Spending Habits
Your pricing should match your audience. A boutique gym may attract members willing to pay more for premium-quality shirts, while a budget-friendly gym might require lower price points. Survey your members or track past sales to identify sweet spots.
3. Research Competitor Pricing
Check what other gyms or fitness brands charge for similar products. This ensures your apparel pricing remains competitive without devaluing your merchandise.
4. Use Tiered Pricing
Offer multiple options: a standard T-shirt at one price and a premium performance tee at a higher tier. Tiered pricing encourages upselling while giving members choices.
5. Factor in Perceived Value
A well-designed, limited-edition hoodie can command a higher price. Highlight quality, exclusivity, or eco-friendly fabrics to justify a slightly higher margin when you price apparel.
6. Bundle and Incentivize
Bundle items—like a T-shirt plus a water bottle—or offer discounts when members buy more than one item. This increases average order value without slashing profits.
7. Test and Adjust
Start with a launch price, then monitor sales. If items sell out quickly, you may be underpricing. If sales are slow, consider a limited-time promotion to spark interest.
8. Promote Your Apparel Smartly
Showcase apparel on social media, display it near the gym entrance, or have staff wear it. Strong marketing supports your pricing strategy and boosts demand.
Conclusion
When you strategically price apparel for your gym, you create a win-win situation: members get high-quality merchandise they’re proud to wear, and you generate steady revenue. Start by understanding your costs, audience, and competition—then refine as you go. With the right strategy, your gym apparel can become a profitable extension of your brand.
FAQ
Q1: How should I determine the right price for gym apparel?
A1: Start by calculating all costs, including fabric, printing, shipping, and design fees. Add overhead for marketing and staff time. Understanding your expenses ensures your pricing covers costs and supports profit.
Q2: Can I use tiered pricing or bundles to increase sales?
A2: Yes! Offer different options like standard T-shirts and premium performance tees. You can also bundle items or offer discounts on multiple purchases to increase average order value without lowering profits.
Q3: How do I know if my pricing strategy is working?
A3: Monitor sales closely. If items sell out fast, you may be underpricing. Slow sales may indicate the need for promotions or adjustments. Regularly reviewing sales data and member feedback helps refine your pricing strategy.
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