Ever noticed how many gym-goers proudly sport branded merchandise, even outside the gym? Turns out it's not just a fashion statement; it's a strategic opportunity. Selling branded merchandise can increase profit margins by up to 22.6% for fitness enterprises and chains and by over 12% for independent clubs. Read this blog to discover the ins and outs of selling branded merchandise and watch your club revenue soar!
Living a healthy lifestyle and nurturing our bodies and minds through regular exercise are essential components of success. Being part of a gym and embracing this lifestyle is an achievement many members take pride in showcasing.
Branded gym merchandise not only enables your members to display their success and dedication to self-improvement but also fosters a sense of community within your facility. Selling branded swag bolsters brand loyalty and serves as a platform to promote your gym's identity and values.
What's not to like?
In 2019, Americans spent an average of $270 per month on health and fitness. Across the pond in Europe, the industry generated €28 billion with 63.1 million members attending over 63,830 fitness clubs.
What’s more, Europe’s enthusiasm for sports also translated into a significant increase in consumer spending across the sector. Analysis by the Mastercard Economics Institute shows that consumer card spending on sporting goods, services and experiences was up 37% in 2022 compared to 2021.
And, for the same reason that we buy popcorn at the cinema, offering branded clothing or supplements is a great way to tap into that secondary spend.
This comprehensive guide will explore the strategies and steps to successfully sell branded goods at your facility to strengthen your brand and generate more income.
Selling branded merchandise provides gyms and fitness centres with numerous advantages. Here are just a couple of them:
Last but not least is social status and keeping up with certain fashions and trends in the fitness sphere.
These trends have emerged due to the increasing focus on fitness and wellness, the desire for self-expression, and the influence of social media. Gym-goers seek to identify with a fitness community and share their dedication to a healthy lifestyle. By offering branded merchandise that aligns with these trends, gyms can tap into the market's demands, strengthen their brand presence, and create additional revenue streams.
Now that we understand the importance, let's dive into the practical steps to start selling branded merchandise at your gym.
To offer appealing products that resonate with your members, consider the following products:
Branded t-shirts and hoodies are among gyms' most common merchandise items. They provide a practical and comfortable way for your clients to showcase their affiliation with the gym while working out or in their daily lives. These items often feature the brand logo, tagline, or motivational slogans, creating a strong sense of identity and belonging among members.
The fitness industry has witnessed a surge in demand for activewear and is expected to grow at 5.8% until 2028. Defined as leggings, shorts, tank tops, and sports bras, gyms selling branded activewear capitalise on this trend by offering stylish and functional workout attire that represents their brand.
Branded activewear helps members feel confident, motivated, and look good!
Water bottles have become a staple accessory for fitness enthusiasts, emphasising the importance of hydration during workouts. These bottles often feature durable materials, ergonomic designs, and the gym's logo, making them practical and visually appealing for members to use during workouts.
Gym bags are essential for carrying workout gear, towels, and personal belongings back and forth. Branded bags serve a practical purpose and act as a walking advertisement for the business. They offer ample space, compartments, and comfortable straps while displaying the logo and branding elements, promoting the facility wherever members go. Plus, members can use them for other sports.
Wristbands have become a popular accessory among fitness enthusiasts. They serve various purposes, from absorbing sweat to adding a stylish touch to workout outfits. Branded wristbands can feature motivational quotes, the gym's logo, or empowering messages, further reinforcing the business identity and values.
Food and nutrition are important for everyone entering your facility, regardless of fitness, age, or strength. Consider selling branded supplements to improve your image as a trusted source of fitness and wellness products.
Your point of sale improves customer convenience by offering a one-stop-shop for fitness needs before, during or after a workout.
A note on quality: Your leisure or fitness club needs to pay attention to quality, comfort, and style when selecting, designing and selling branded merchandise. By keeping up with the latest trends and understanding their target audience's preferences, gyms can offer goods that resonate with their members, enhance their experience, and foster a strong connection to the brand.
The importance of design cannot be overstated. Designing products that resonate with the gym's brand identity and ensuring their desirability is crucial to making your merchandise attractive to customers.
Here's what to take into consideration when designing your goods:
Designing merchandise that aligns with the gym's identity and values helps establish a cohesive and authentic brand image. The design elements should evoke the essence and aesthetics of the gym, its mission, and its experience.
Whether it's a sleek and minimalist design or a bold and vibrant aesthetic, the merchandise should visually represent what the gym stands for.
Incorporating the gym's logo, colours, and tagline into the merchandise design reinforces brand recognition and consistency. The symbol communicates the gym's identity, instantly associating the merchandise with the business. Colours are crucial in evoking emotions and creating a cohesive visual experience. The tagline can further communicate the gym's values, aspirations, or motivational messages, enhancing the overall appeal of the products.
The fitness industry is growing at a rate of 33% per year, and the demand for fitness retail items is growing with it. In such a competitive market, creative and eye-catching designs and slogans are essential to differentiate your gym apparel from competitors.
Unique and innovative designs capture attention, spark interest, and make your gear memorable.
Well-designed branded merch can create a sense of exclusivity and desirability among members. When the products reflect the gym's identity and values, customers feel a deeper connection and pride in owning and wearing them. Limited-edition or special collaboration merchandise can further enhance the exclusivity factor.
To ensure profitability while maintaining customer affordability, it is crucial to implement effective pricing strategies. Here are some key considerations to keep in mind when setting prices for your gym merchandise:
Designing an enticing merchandise display draws your customer's attention as they pass by. Store fit-outs are an entire industry in themselves, but here are several things to consider:
Use visually appealing shelving, signage, and lighting to create an attractive and well-organized display area within your gym.
Position merchandise displays in high-traffic areas near the entrance, reception, or workout zones to maximise visibility and customer engagement.
Having a modern Point of Sale software that integrates various payment options makes the buying experience hassle-free for members and gives you actionable insights on merchandise sales. PerfectGym's POS streamlines retail transactions and provides reports allowing you to make strategic decisions to boost revenue.
Once your facility is established selling branded merchandise within its physical premises, expanding into online sales can bring a host of additional benefits.
You can successfully sell branded merchandise at your gym by implementing the strategies outlined in this guide.
Remember, it's not just about generating revenue but also strengthening your brand, fostering a sense of community, and promoting your gym's identity and values.
With carefully selected gear, thoughtful design, effective pricing, and strategic promotion, your branded merch can become a powerful asset in elevating your gym's success and creating a loyal customer base.
Start by seeing how PerfectGym can handle all the heavy lifting behind the scenes, and schedule a demo presentation.
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