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Don't Barter

One question we like to ask all new clients: How do you currently handle apparel?

When a client responds with “a member of the gym prints our apparel….” I know how the statement usually ends: “A member of the gym prints our apparel but they take too long and I don’t feel like a priority”. 

Many gym owners falsely assume that bartering services is a sound business practice. In theory, it sounds great. The client gets a free membership. You get a discount on your apparel. In reality what happens is this: you give away a free membership, the member discounts the apparel slightly and you get put on the back burner because the member feels like they are doing you a favor not realizing that they are getting your full attention and service. It’s not like you limit their membership or when they can train right? 

So when in doubt, work with vendors who view you as a priority. Work with someone who you can hold accountable. The extra $1-3 you are saving is not worth the headache and aggravation of constantly asking your member for a status update. We talk about over complicating the process. This is a perfect example of over complicating the process. Simply work with a vendor that you don’t need to babysit and keep it moving. 

THE DIFFERENCE BETWEEN PRICE AND COST

Our clients know one thing. They know the difference between price and cost. 

The inexperienced owner will shop based on price. I’ve heard it all before “this is a commodity. I am going to shop on price”…Ok.  “One of my members print shirts on the side and will cut me a deal”… I know how this is going to end.

One thing the local guy forgot to tell you…. You need to supply them with the finished artwork- that will set you back $100-300.

Then, the local guy forgot to tell you about the set up and screen fees. Another $60-100.

Now, the local guy forgot to tell you the items are out of stock and you’ll need to wait until they arrive back in stock. 

One last thing, the items are back in stock, but your local pal cutting you a deal is super busy and your order takes a back seat for 3-4 weeks because they have “real” clients to work for. 

So 8 weeks later, you pay your invoice for 50 shirts and they “only” cost $10.15. Now, for all the time wasted in this process (5 weeks), if you were the owner, the extra $1-2 per item doesn’t sound so bad. 

 

Webstores: Why It Flopped

We’re here! The silver bullet solution to send all headaches and apparel problems forever! The online store! You’ve seen other gyms do it and it looks like it works! This is your panacea!….not quite. 

75% of all new calls revolve around an online store. Most owners believe that the online store option will end all headaches with apparel- No more chasing down people for payment, no inventory commitments, ease of logistics…all of this CAN be true and CAN be a feature of the online store option, but you need to do the work on your end as well. Simply putting a t-shirt on a link and pasting the link on your facebook page once is a great recipe for a huge letdown. 

Here are our tips to maximize the online store:

Promote it- We provide marketing templates  for you to copy and use. Marketing is always awkward and “selling” can make people squirm. What do I say? When should I post? Where should I post? I feel like I’m posting too frequently! I’m being annoying!…stop. You’re not. Most clients are under promoting  their apparel. Once the design is set, it’s “on to the next one”…If your apparel sales are lagging, you need to evaluate your marketing. Did you post every day during the preorder? Where did you post? Again, we take care of all of this for you with our marketing templates.

Educate- It is extremely important to provide context as to who you’re working with. Simply sending someone a link and saying “go buy this” is shady. If you’re new to working with us, you need to tell people who we are so they are comfortable with the check out process. Handing money to some random company on the internet makes people unease and provides them an excuse not to buy. You don’t need to provide them with our life story. Just simply: “We’re working with Forever Fierce. We’re partnering with them to provide you guys with the best apparel for our community. The link is open for 7 days. Once the preorder closes, they will print everything and ship it to the gym. We trust them to handle this process and rest assured, if you have any questions or concerns when your order lands, they’re here to help and fix it.” 

Samples- We offer complimentary samples for every order. We do this to put people at ease with the sizing. We’ve all purchased something online based on a size chart, received it, and it fits nothing like the size chart said it would. Tell your members samples are available for sizing purposes. This will put them at ease and encourage more sales.