THE NEW
ROLE
By Raj Sareen
MERCHANDISING
SERVES IN GYM
SALES & RETENTION
A
few years ago, it
wasn’t the norm for
gyms to sell things
like protein powders and
branded t-shirts. Today,
gyms are more than just
gyms — they’re brands.
There are promising reasons
for selling merchandise,
like increasing your gym’s
revenue, and proving your
expertise in the health
and fitness market. Selling
merchandise also plays a
role in boosting your gym’s
customer referrals and
creating a loyal community.
The Merchandise Market Is
Growing
Fitness experts agree that the sports
fitness food and drink industry is rapidly
increasing because customers are
becoming increasingly knowledgeable
on nutrition and healthy eating habits.
According to the Global Industry
Analysts, Inc., the global fitness food and
drink market will reach AU$83.2 billion by
2020.
As for the sports apparel industry, reports
show that consumer trends for licensed
sports apparel is at its highest and is only
growing. The sports apparel industry
was worth AU$37 billion in 2015 and is
expected to reach over AU$65.7 billion
in 2024.
Dip your toes into merchandising by
honing in on these fitness-related fields.
How To Merchandies With
Little Risk
As with all new business models, selling
merchandise can come with both risk
and reward.
At first, choose only 1 to 2 different types
of merchandise to see if your customers
warrant interest. Don’t invest in 20 brands
or materials at once.
Once you get an understanding of how
your new merchandise model is selling,
you can invest in more merchandise and
continue to increase your gym’s revenue.
If your merchandise flies off the shelves,
that still doesn’t mean add other SKUs to
your lineup.
At first, choose
only 1 to 2 different
types of
merchandise to see
if your customers
warrant interest.
Don’t invest in 20
brands or materials
at once..
Once you get
an understanding of
how your new
merchandise model
is selling, you can
invest in more
merchandise and
continue to increase
your gym’s
revenue..
Keeping it simple limits the distraction of
5 options of t-shirts, 4 different ball-cap
styles, and 3 sweatpant designs.
Too many options = more confusion
for customers, and less interest in
merchandise altogether.
Merchandise Strengthens
Your Members Community
Creating a strong member community
within your gym is crucial in increasing
client engagement, retention rates, and
even customer referrals.
Selling merchandise can help you
strengthen your member community by
creating lasting bonds between your
members and your brand.
Customers love to show off their loyalty
to their favorite brands, why can’t your
gym be one of them?
What Kind Of Merchandise
Should You Sell?
Start off by considering the needs of your
members. Offer apparel that is relevant
to the type of classes your gym offers.
Not interested in selling clothes?
Consider selling branded water bottles
customers can grab for an affordable
price and offer high-protein foods that
are convenient and healthy for rushed
clients.
Selling
merchandise can
help you strengthen
your member com-
munity by creat-
ing lasting bonds
between your
members and your
brand..
Author Raj Sareen is an entrepreneur,
scientist, and inventor who currently
leads fast-growing wellness technology
start-up Styku, the world’s #1 rated
3D body scanner. With a BS in Space
Sciences, and an MS in Physics, Raj spent
much of his academic career focused
on learning about the physical world we
live in and the universe above.
Visit the website: - www.styku.com
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WHAT’S NEW IN FITNESS - SPRING 2018
WHAT’S NEW IN FITNESS - SPRING 2018
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