The Simplest Gym Merch Marketing Move Most Owners Skip

When gym owners think about selling more merch, they often focus on big moves: new designs, seasonal launches, or flash sales.

But in reality, one of the most effective — and most ignored strategies has nothing to do with overhauling your designs or running discounts.

It’s about what you say inside your gym and how often members hear it.

A single marketing habit, consistently executed, can turn your apparel from an afterthought into a predictable profit center.

This is the simplest gym merch marketing move most owners skip: in-class mentions by coaches, woven naturally into the member experience.

Why In-Class Mentions Work So Well

Most gyms rely on email, social media, or a small table by the front desk to move merch. But those methods miss the single most important factor in selling: timing your message when the member is already in a high-trust, high-energy state.

When a coach mentions a shirt or hoodie right after a tough WOD — when members are smiling, high-fiving, and proud — you’re tapping into the emotional driver that makes them want to rep your brand.

The Psychology Behind It

1. Reciprocity – Members feel connected to your gym community and are more willing to support it when they’re reminded of an opportunity to do so.

2. Social Proof – If the coach is wearing the merch, and other members are too, it reinforces that “this is what we wear here”.

3. Repetition Effect – Marketing studies show that people need to see or hear an offer multiple times before acting. In-class mentions deliver those touches without extra cost.

4. Urgency Without Pressure – Announcing an end date or limited supply creates urgency, but the relaxed environment of a class makes it feel like a friendly reminder, not a sales pitch.

Step-by-Step Guide to Implementing In-Class Mentions

Step 1 – Equip Coaches with the Talking Points

Don’t leave it to chance. Give your coaches a simple script they can customize:

“Hey team, quick heads-up — our [fall hoodies] are up for pre-order this week. The preorder price is $28, and we’re only running it until Friday. If you need to try sizes, we’ve got samples at the desk. Don’t miss it — they turned out awesome this year.”

This keeps the message consistent, clear, and easy to deliver.

Step 2 – Pick Your Timing

Best moments to drop a merch reminder:

• Before class starts while people are milling around.

• After class, when members are standing around chatting and still riding the post-workout high.

• During cool-down, especially in a relaxed stretch when attention is high.

Step 3 – Make It Visual

If coaches are talking about hoodies but aren’t wearing them, the message loses power. Have your coaching staff wear current merch during the promo period — ideally in different colors so members can see variety.

Step 4 – Integrate a Call-to-Action

Every in-class mention should direct members to the exact next step — where to order, who to talk to, or where the samples are. Keep it short and friction-free.

Examples of In-Class Merch Mentions

Here’s how you can tweak the message based on the type of merch you’re promoting:

• Seasonal Tees:

  “Heads up — our summer drop is live this week only. These are the lightest, softest tees we’ve done yet. Pre-order at the desk so you’re ready for the heat.”

• Hoodies:

  “I know it’s still warm out, but you’ll thank me in two months. Pre-orders for our winter hoodies close Sunday. Samples are here if you want to check the fit.”

• Event Shirts:

  “Murph is coming up! This year’s event shirts are up for order until next Friday. If you’re doing the workout, you need one — grab your size at the desk.”

• Charity Shirts:

  “Our breast cancer awareness shirts are live now. Every purchase sends $5 to [local charity name]. Let’s show up in a sea of pink on event day.”

Overcoming Common Owner Objections

“My Coaches Will Forget”

Solution: Build it into the whiteboard briefing. Add a simple bullet point that says ‘Merch Reminder’ on the daily plan.

“I Don’t Want to Pressure Members”

Solution: Keep it light, keep it friendly. You’re not selling a timeshare — you’re letting them know about something they’d probably enjoy wearing anyway.

“We Already Post on Social Media”

Solution: Social media is great for awareness. In-class mentions are for conversion. Your members are already here, already engaged — capitalize on that.

Tracking and Measuring Success

You can’t improve what you don’t measure. Here’s how to track whether in-class mentions are actually working:

1. Track Orders by Day – See if spikes align with class announcements.

2. Ask Members – Add a quick “How did you hear about this?” field in your online order form.

3. Compare to Past Launches – Run one launch with in-class mentions, one without, and compare order volume.

Scaling the System

Once you dial in in-class mentions, turn them into a repeatable marketing system:

• Add merch reminders to your seasonal launch checklist.

• Train new coaches to treat merch mentions as part of their coaching duties.

• Keep a visible merch display in a high-traffic area to reinforce the message.

Bonus: The “3-Point Merch Mention” Formula

1. What It Is – “Fall hoodies are live now.”

2. Why It Matters – “Best design we’ve done yet, and you’ll want it when it’s cold.”

3. What to Do Next – “Order at the desk by Friday.”

Hit all three in under 20 seconds and you’ve got a high-converting in-class plug.

Conclusion: Small Move, Big Results

Most gym owners think they need to reinvent their entire merch process to see better sales. In reality, one of the most impactful changes costs nothing, takes 20 seconds, and can double your orders: consistent, in-class merch mentions.

Your members can’t buy what they don’t know about. And they’ll never be more open to supporting your gym than when they’re sweaty, smiling, and proud of what they’ve accomplished.

Start today, and watch how quickly this “small” move turns into a permanent boost to your bottom line.