Top 10 Tips for Retailing in Your Gym

CONTENT BROUGHT TO YOU BY ELIVATE

There is no way I can start retailing. I’m too busy. I don’t have the space. Where would I even start? Retailing in your gym can be a big boom for your bottom line—and your clients will appreciate the convenience of a handy power bar or earbuds on that one day they forgot to bring theirs. So, how do you do it? We have 10 tips to help you make your gym a retail-friendly space.

  1. The lobby is your best bet for sales. Whether you are setting up a protein smoothie station or promoting spandex Ts labeled with your gym name, your customer is more likely to buy coming or going.
  2. Don’t forget the cash register…and the rest of your gym!  Your busy 9-to-5’er just walked in frustrated because they forgot to pack earbuds for their evening run. No worries—you have stocked the sign-in area with plenty of them. A yoga attendee doesn’t have a mat? You have ones for sell in the class—the instructor just swipes a card on an iPad. Be creative about where you sell, and make it convenient and relevant for your members.
  3. Consider vending. A vending machine offers you a shot of high mark-up that will have a direct impact on your bottom line. Not to mention, a vending machine stocked with water, power drinks, and protein bars, is a huge convenience for your clientele.
  4. Don’t just sell clothes. T-shirts and workout pants are always a given for your retail line. But if you really want to impress your clients, try offering clothing that is designed to improve their functionality during a workout, like sports bras or support wear. Don’t have display space? There is no better way to show off the product than actually wearing it yourself. 
  5. Think about your classes. If you are a studio heavy on yoga and Pilates, having mats available is a key retail item. Another surefire sell? Weight gloves. Bonus: No extra promotional space required. 
  6. Supplements sell. Your clients want results, and they are looking to you to help them find the best products to help them reach their goals. Supplements and vitamins are a retail item no gym or trainer can go without.
  7. Help them know their health. Your clients are paying for their good health. Now, help them understand what that means. A heart monitor or pedometer is an excellent retail item to get your members to the next level.
  8. Promote, promote, promote. A poster in the locker room or lobby tempting members to try a tasty post-workout protein smoothie bar or a protein shake is a great way to promote your products. So is promoting your massage therapist in the Pilates class they just finished, weight gloves in the free weight area and earbuds by the treadmills.
  9. 100 is your mark-up. When it comes to retail pricing, an industry standard is to mark up your item up by 100 percent—it’s called “keystoning” or “keystone pricing.” If you paid a $1, you sell it for $2. This will help you keep a healthy bottom line.
  10. Run the costs. Make sure you run a cost analysis on the retail you are selling. Double check that what you are selling your items for are actually earning you a profit. If they are not, time to consider upping your price.
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