Gym Merch Launch Calendar: Best Times to Release Your Products

If you want your apparel program to actually drive profit—not just sit on a shelf—you need more than cool designs.
You need timing.
The right product at the right moment will outsell the wrong product at the wrong time by a mile.

This guide walks you through the year-round gym merch calendar—what to launch, when to launch it, and why each timing decision matters.

Why a Merch Calendar Works

A structured calendar helps you:

• Avoid last-minute scrambling

• Capture seasonal buying patterns

• Build anticipation with members

• Make each launch easier to execute

A well-timed merch drop can double your sales compared to a random launch. Timing is leverage.

Key Seasonal Launch Windows

January – New Year Surge or CrossFit Open

• Best Sellers: Short-sleeve tees, tanks, low ticket items

• Why: New members from resolutions and the buzz of the CrossFit Open make January one of the biggest buying months.

• Pro Tip: Use this as a dual-purpose drop—gear for the Open plus a “New Year, New Gear” campaign for all members.

March/April – Memorial Day Prep

• Best Sellers: Tees, racerback tanks, lightweight pullovers

• Why: You have just enough runway to prep for Memorial Day—one of the biggest single-day gym events of the year.

• Pro Tip: Pick a Hero WOD (Murph, DT, etc.), create a design around it, and push preorders so members have their shirts in hand for the event.

June – Summer Drop

• Best Sellers: Tanks, crop tops, lightweight pullovers

• Why: School’s out, outdoor workouts are in, and people want breathable gear that looks great in the sun.

• Pro Tip: Seasonal colors—bright, bold, and fun—perform better in summer.

September – Fall Transition

• Best Sellers: Long-sleeve tees, baseball tees, light hoodies

• Why: The first cool mornings trigger “I need something warmer” buying behavior.

• Pro Tip: Plan this drop in August so you can launch the very first chilly day.

November – Cold Weather & Holiday Rush

• Best Sellers: Heavy hoodies, crewnecks, beanies

• Why: The perfect storm—temperature drop + holiday gift buying + looser budgets.

• Pro Tip: Launch early November to catch both the seasonal shift and Black Friday/Cyber Monday momentum.

Optional Event-Based Drops

• Competitions your gym hosts

• Anniversary merch

• Charity events

These work best as limited runs to create urgency.

How to Plan Your Merch Year

1. Map out launches at least 3–4 months ahead.

2. Order samples so members can try on and get the perfect fit before preordering.

3. Promote consistently before, during, and after preorder windows.

4. Develop a repeatable marketing system so every launch is standardized, easy to run, and stress-free.

Sample Yearly Gym Merch Calendar

Final Thoughts

The merch itself matters, but the calendar makes the money.
When you align your apparel launches with your members’ buying seasons, you stop “selling shirts” and start running a revenue system.

Forever Fierce already runs this exact calendar for 1,500+ gyms—and we can slot your designs, products, and preorder campaigns right into it.