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The Ultimate Guide to Selling Gym Apparel on a $0 Budget

Sep 19, 2024 Posted by: Matt Albrizio

The Ultimate Guide to Selling Gym Apparel on a $0 Budget

1. Introduction

Welcome to the ultimate guide to selling gym apparel on a $0 budget. My goal with this guide is simple: to provide you with proven strategies to start your own apparel line without spending a dime. This isn’t about fairy tales or made-up stories to make a point. You’re getting real, actionable advice from someone who has sold millions of pieces of apparel and helped gym owners put millions of dollars back into their pockets.

You’re about to dive into one of the most competitive industries in the world—athleisure apparel. This is a multi-billion-dollar market dominated by giants like Nike, Lululemon, and NOBULL, all of whom use powerful emotional triggers like fame, sex appeal, and status to drive sales. But here’s the thing: You can compete with them. And I’m going to show you exactly how to build an apparel line that your gym members will choose over those big names—and without any upfront investment.

This isn’t "monkey see, monkey do." This is real strategy from someone who has done it. Keep an open mind, and let’s get started.

2. Building a Culture of Apparel

Results alone aren’t enough to keep members loyal to your gym. You’ve seen it happen: you help clients reach their goals, and yet they still send that dreaded cancellation email.

To combat this, you need to create a community, and apparel plays a surprisingly powerful role in building that sense of belonging. Throughout history, clothing has helped forge communities. People are less likely to abandon something they feel a part of, and when your members wear your apparel, it symbolizes their connection to your gym. It reinforces that tribal feeling: “We’re in this together.”

To build this culture, consistency is key. Ordering apparel once a year doesn’t create that connection—it just looks like you’re trying to sell random stuff. The gyms that you admire most have a strong and consistent apparel presence. Their owners and coaches wear the gear. Their members ask for new items.

Apparel becomes part of the gym’s identity. In short, if you want your members to feel connected and stay longer, apparel needs to be part of the experience from day one. The only way to achieve this is through consistent offerings.

3. Creating an Apparel Plan

Consistency requires discipline, but life gets in the way. Busy schedules, personal emergencies, and staffing issues can easily push that apparel project you were excited about into next year.

That’s why you need an apparel plan—a pre-programmed strategy that ensures you stay on track. I’ve talked to countless gym owners, and the problem is always the same: their members ask for apparel, but they don’t have the time, creative energy, or organizational skills to make it happen.

An apparel plan solves this problem. It’s a free, no-contract calendar that ensures you offer apparel at the right times. Timing is crucial—selling hoodies in November is smart; in February, not so much.

Here’s a sample calendar:
January: Logo Tee
April: Memorial Day/Patriotic Apparel
June: Summer Package
September: Fall Package
November: Winter Package
    Clients who follow an apparel plan sell 30% more than those who don’t. Pre-programmed consistency works. It works for fitness. It works for apparel.

    4. The Limited Edition Mindset

    Treat every apparel release like a limited edition. Offer each design once, then move on to the next. If your members think they can always get the same hoodie later, they’ll procrastinate. And by then, they might not even be members anymore.
    Look at brands like NOBULL. They built a frenzy by releasing shoes in limited colors. People bought multiple pairs because they felt exclusive. Scarcity breeds demand. When people know they only have one week to buy a new hoodie, they act fast.
    Nike might release 10,000 pairs of shoes in every size, but your gym is only offering this design once. That exclusivity drives sales.

    5. The Four-Step Process to Every Apparel Order

    Every apparel order follows these four steps:

    Step 1: Design

    Work with a vendor who handles design internally and doesn’t charge art fees. Avoid relying on freelancers or members, as this often causes delays. At Forever Fierce, we take care of the design process, offering you best-seller ideas or custom designs tailored to your needs.

    Step 2: Samples

    Always get garment samples. This avoids customer service issues down the line and increases preorders. Members are 70% more likely to order if they can touch and try on the apparel.

    Step 3: Preorder

    A preorder is simply an ordering window with a deadline. For example, you might take orders for Memorial Day apparel until May 1. After that, the price goes up. This strategy ensures that you collect orders—and payments—without any upfront costs.

    Step 4: Production

    Production should take 2-3 weeks. A good error rate for any vendor is 5% or less. Communicate professionally if mistakes happen. They’re rare but inevitable.

    6. Getting the Most Out of a Preorder

    Marketing your preorder is crucial. Most gym owners spend tons of time perfecting the design but put minimal effort into promoting it. Then, they wonder why only 18 people out of 250 members bought anything.
    You need a system. Here’s mine:
    • Use templates to save time and ensure consistency.
    • Use a marketing checklist to track your efforts.
    • Set a deadline—7 days is plenty.
    • Leverage social proof by thanking members who have already ordered.
    • Use incentives like early-bird pricing or exclusive bonuses.
      Above all, collect money as soon as someone commits. Don’t let people pay “when it comes in.” This ensures you won’t have to front any costs.

      7. The Gym Owner Advantage

      As a gym owner, you have a unique advantage: 3-5 hours a week of your members’ undivided attention. Use it! Be confident in selling apparel and other services. Members expect to buy merch at a gym. If you don’t offer it, they’ll find someone else who does.

      8. Variety: The Magic Formula

      Offering the right amount of variety is key. Here’s a simple formula:
      • 1 design: The same design across all items.
      • 2-4 garment options: Think long sleeve, hoodie, or baseball tee.
      • 2-4 color choices: Include a dark color, a neutral, and a trendy color.
      This gives members enough options (8-16 total) without overwhelming them.

      9. Stats and Metrics

      To measure your apparel success, track these three key metrics:

      • Percentage of members who purchased apparel: Aim for 20-30%.
      • Number of apparel orders completed: Aim for 3-5 per year.
      • Profit from apparel sales: $3,500 profit annually is a reasonable goal.

      10. Conclusion

      Offering apparel in your gym doesn’t have to be overwhelming. You just need a system, consistency, and the right partner to handle the details. Follow these steps, and you’ll be on your way to building a thriving apparel line that strengthens your gym community—and your bottom line.