Seeing your gym’s company name on a product being worn or used by a member is just a great feeling. That stamp is like a walking billboard. As well, branded gym apparel is an easy and simple marketing technique. So, what’s the smartest way to take on branded products ?
First, read our top tips for selling branded gym apparel:
- Make friends with an apparel company. Find a firm that will allow you to order on an as-needed basis. Let them hold onto stock.
- Keep your stock limited — often an over-abundance of shirts, joggers, hats, etc. will just sit in the stockroom, tying up space and capital.
- Order high-quality materials. A well-made, soft cotton product sells faster than cheap fiber. Pay attention to the details and buy product made of materials that feel, look, and wear well.
- Price under value. Don’t look to make a large profit on every piece. The objective is to see your gym’s logo around town, not to pay the rent.
Second, use branded gym apparel in your marketing
Popular gym stuff and a creative kick-butt gym logo just go hand-in-hand. Design a great product and market it right and you can encourage wearers to share your gym’s hashtag that organically boosts your social media visibility. Here are few ideas that have worked for other fitness center owners.
Here’s how. Have a sale!
If your stock room is packed with extra hoodies, shirts, hats and more, plan a sale. Chris Giumarra of Rosamond Health & Fitness, held his two-week sale at the end of August, beginning of September — a time when many college and high school students drop off the rosters and cash goes south. Chris promoted the limited-time sale as an exciting way for members to support the gym and grab a cool garment or two. It was so successful, he had to order additional merchandise.
Offer give-away promo gifts.
As we all know, handing out branded products is not cheap. But, for a special event, such as a new location or a seasonal membership drive, this technique can be very effective. Chris offered a stainless steel water bottle wrapped with a white tee shirt to the select first members who signed up during one promotion. The next 300 new members received a tee shirt decoratively tied with a ribbon.
Just be smart about it, he warns. Build a sense of urgency so that they know product won’t be around forever —just like that special sign-up rate!
Share merch with local businesses
As you know, it can be very helpful to be friends with nearby business owners. Not only can you help each other out in emergencies, but they can act as brand ambassadors by wearing your product. Barbershop employees and their owners, in particular, are wonderful contacts. Stop by, introduce yourself and give them a hat or a lightweight hoodie emblazoned with your gym’s name or logo. Tell them about your business and give them an excuse to talk about your gym with their customers.
Reveal that hoodie on social media!
If you’re posting to social media daily or even weekly, ensure your employees, yourself, and maybe a featured member wears a branded item or two. The visual does not have to be overbearing, but product placement, as the technique is called when used in films, embeds subtle subconscious images in viewers’ minds that create long-term name recognition.
Plus, you never know what sticks in a member’s imagination. Switching out logo styles, hashtag phrases, or seasonal call outs, can encourage members and nonmembers to buy your hoodies just for the look of it. How amazing is that?
Third, watch our podcast to learn more about branded merchandise!
Good luck with buying and selling apparel and products branded with your fitness center’s name. It’s a fun, easy and creative way to promote your gym and we hope you give it a shot.
If these tips were of interest to you, take a look at our podcast interview with Chris. Anthony Pasquale, our sales guy, covers several issues critical to fitness club owners with Chris, including creative maintenance tips, and the value of a daily gym checklist.
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