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The Importance of a Summer Order

Running an apparel order for the Summer months is surprisingly a polarizing topic. 

Some gym owners enjoy switching things up. Tanks. Brighter colors. Something much different than people are used to. 

There are some owners who don't like this idea because the gym tends to become a ghost town in the Summer months due to members traveling and taking vacation. Also, some just can't wrap their minds around doing a design that has brighter colors or "not gym colors". 

A Summer package is absolutely worth your time. There two main reasons for this. 

1. Variety- You need to switch things up. If you continually run the same black tee/tank every order, there will come a time where members say "I already got one". Whether it is the design, the garment style, or garment colors, pick one thing that is different about this order and put it out there. People crave variety and picking just one thing to make different on this order can help keep things fresh

2. This is going to sound counter intuitive....but it won't be for everyone. Some folks just won't get caught wearing a bright yellow tee...and this is ok and intentional. You want to offer a wide range of designs that appeal to as many people as possible throughout the year. Read that again. I said "appeal to" and not "make every single member happy on every single order". You want to run an order where someone says "I'll take part in the next one". This will help with demand and momentum for the next order. 

Summer orders are a great way to switch things up and set up a big Fall order. If you haven't started your Summer project yet, now is the time to get it started. 

7 Questions To Fix A Preorder

Do you feel like your preorder could use some more juice? Maybe it feels a little stale? I want to give you 7 questions to ask yourself and your staff to see what you can do to boost your preorder:
  1. Where did you let your members know the preorder is live? Facebook/Instagram? E-mail? Newsletter? Physical signs? List them
  2. How often did you let people know? How many times did you post or remind them? 
  3. Did you tell them how it can be purchased? Is it a link or a sign up sheet? Is it billed to their account at the end of the month?
  4. Did you let them know sizing samples are available? Sizing is a major determining factor for purchasing. As a reminder, most of the time, sizing samples are free. 
  5. Did you tell them that you are not ordering extra or you will have limited inventory that will be reserved for visitors?
  6. Did your staff announce reminders before and after class? 
  7. What incentive did you offer?
    For the full game plan on how to promote the preorder, check out this video: Marketing Package

    For Franchise HQ Staff ONLY!

    Audio recording

    Do you work at a franchise HQ? 

    Do you feel like it is impossible to make your franchisees happy with apparel? 

    We get this a lot but there is a simpler way to handle apparel for your HQ. By switching to a preorder method, limited edition mindset, and offering the ability to customize apparel to each location, you will simplify this process and find it easier to get owner buy in.

    The problem: One issue we see with franchise HQ apparel offerings is purchasing in massive bulk. The franchise HQ guesses about which sizes to offer, places a giant order, and it sits in a fulfillment warehouse hoping that their franchise locations buy it. This idea has a huge potential to backfire. You have no idea if the design will be popular. You don't know which sizes to order. You're really just hoping it works out. 

    The solution: Switch to a preorder method.  Explain to your locations that once per quarter, you're going to put out a preorder for apparel. Each location will get their own ordering link. During that time, the location will need to promote the apparel design. From there, we will keep a tally of everyone's order. Once the preorder period is over, we'll share the breakdown of sizes with you. Encourage a small amount of extras. We'll handle the fulfillment and deliver the order to each location. This will keep the process hands off, eliminate any warehousing fees, and funnel all your locations into being on the same calendar for the year. 

    The problem: You are offering too many items. You went to a famous cycling studio and were blown away by their retail area. They had 15 different designs, an unlimited amount of choice, and you felt that you should do the same! Bad idea. These places tend to be the worst offenders of being underwater with useless inventory that never sells. You want to have some inventory at each location but not too much. Choice paralysis is a real thing.

    The solution:  Keep the retail area clean and focused. Too much choice is overwhelming and you want to avoid inventory "sitting". Once it gets stale, it is hard to move. Consider offering less and a more organized presentation. 

    The problem: No buy in from owners. Owners push back and complain about the designs. This is ok. Not everyone is going to approve of the designs. Don't waste too much energy trying to make everyone happy. One thing we can all agree on: owners want apparel customized to each location. Just your HQ logo on a black shirt isn't going to cut it. 

    The solution: While it may require a little more coordination and not as good of a price point, make owners happy by offering customized apparel to their location. This will get more buy in and show you're dedicated to serving their specific location.

    If you would like to hop on a call to learn more about what we do and how we can eliminate your apparel headaches once and for all, schedule a call with us today!