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The fitness industry runs on identity. Members do not just join a gym — they join a community. When someone wears your gym's logo on a tank top at the grocery store or posts a workout selfie in your branded hoodie, that is organic marketing you cannot buy. Custom apparel is one of the most effective tools fitness brands and gyms have for building brand loyalty, generating word-of-mouth exposure, and creating additional revenue streams.
Whether you are a CrossFit box, a boutique yoga studio, a martial arts academy, or a full-service fitness center, here is how to think about custom apparel strategically.
Most fitness businesses benefit from having four distinct apparel categories, each serving a different purpose.
This is what your members buy and wear because they are proud to represent your brand. It is also a revenue stream with healthy margins. Member merch should look good enough that people want to wear it outside the gym.
What works:
The key: Treat your merch like a brand drop, not an afterthought. Limited-edition seasonal designs, collaboration pieces, and event-specific gear create urgency and excitement. The gyms that sell the most merch are the ones that make their apparel aspirational.
Your coaches and front desk staff are the face of your brand. Consistent, sharp-looking uniforms build professionalism and make staff instantly recognizable on the floor.
What works:
The key: Choose performance fabrics that hold up to the environment. A coach wearing a sweat-soaked cotton tee by 10 AM does not project the right image. Moisture-wicking polyester blends and tri-blends keep staff looking fresh.
If your gym hosts competitions, charity workouts, or community events, custom event apparel is a must. It commemorates the experience and turns every participant into a walking billboard.
What works:
The key: Order early and promote the merch as part of the event experience. Pre-sell designs to gauge demand and avoid overstock.
Some gyms operate full retail merch lines through in-house displays or online stores. This extends your brand beyond your physical location and can become a significant revenue driver.
What works:
The key: Invest in quality. Retail merch competes with established athleisure brands. If your hoodie pills after two washes, you lose credibility. Premium blanks from brands like Bella+Canvas, Next Level, and Independent Trading Company make a noticeable difference.
Fabric choice is more important for fitness apparel than almost any other category. Your members are going to sweat in these garments, wash them frequently, and judge them by how they perform during a workout.
Tri-blend is the sweet spot for gym tees. It is soft, lightweight, drapes well, and has enough polyester content for moisture management. Tri-blends feel premium against the skin and hold their shape through repeated washing. Bella+Canvas 3413 and Next Level 6010 are industry favorites.
For serious training gear — competition tanks, coaching shirts, outdoor running tees — 100% polyester moisture-wicking fabrics are the standard. They pull sweat away from the body, dry quickly, and hold printed graphics without cracking. Look for garments with UPF ratings if your members train outdoors.
A solid middle ground. More absorbent than straight polyester, softer than straight cotton, and more durable than either alone. These blends work well for casual gym merch like hoodies and crewnecks that members wear to and from the gym.
For hoodies, joggers, and sweatshirts, French terry and fleece fabrics are the standard. French terry is lighter and more breathable, making it suitable for year-round wear in Southern California climates. Heavyweight fleece is better for cold-weather gear and has that premium, thick feel that members love.
The decoration method you choose affects the look, feel, durability, and cost of your gym merch.
Screen printing is the industry standard for gym apparel, especially for runs of 24 pieces or more. It produces bold, vibrant colors with excellent durability. On performance polyester, screen printing using water-based or discharge inks delivers a soft hand feel that does not interfere with the fabric's wicking properties.
Best for: Bulk member tees, event shirts, large bold designs, consistent branding across multiple garment styles.
DTG printing works like an inkjet printer for fabric. It excels at full-color, photographic, and highly detailed designs without the setup costs of screen printing. DTG is ideal for gym merch with complex artwork, gradient colors, or small batch runs where screen printing minimums do not make sense.
Best for: Limited-edition drops, complex multi-color designs, print-on-demand store inventory, sample runs.
DTF transfers are versatile and produce vibrant full-color results on virtually any fabric, including the polyester performance materials that can be tricky for DTG. The transfers are durable and flexible, with a slightly thicker hand feel than DTG but better opacity on dark garments.
Best for: Full-color logos on performance polyester, dark garments, mixed fabric orders.
Embroidery adds a premium, tactile dimension to gym branding. It is the standard for staff polos, coaching jackets, hats, and bags. Embroidered logos last the lifetime of the garment and project a polished, established image.
Best for: Staff uniforms, outerwear, hats, bags, premium retail pieces.
Vinyl is excellent for names, numbers, and small text on performance fabrics. It is durable, available in specialty finishes like metallic and reflective, and works well for individual customization on team or competition gear.
Best for: Individual names, numbers, small personalized details on competition gear.
Your gym's apparel designs should reflect your brand identity while being wearable enough that members reach for them regularly.
The gyms that move the most merch treat it as a real business line, not a side project. Here is how:
French Press Custom works with gyms, fitness studios, martial arts academies, and athletic brands across Southern California. We understand the unique requirements of fitness apparel — performance fabrics, durable decoration, modern designs, and quick turnarounds for event deadlines. From your first sample run to a full seasonal collection, we handle everything from blank sourcing to final delivery.
Ready to build your fitness brand's apparel line? Get a free quote from French Press Custom or call (562) 758-5110.
Get a free quote in 60 seconds — screen printing, embroidery, DTG & more. No minimums on most methods.
Get a Free QuoteCompare screen printing and DTF printing side by side. Learn the differences in cost, durability, detail, and best use cases to pick the right method for your custom apparel project.
Compare DTG and DTF printing side by side: process, quality, cost, durability, and fabric compatibility. Find the right digital method for your custom apparel project.
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Get a Free QuoteNot sure which printing method to use? This decision guide compares screen printing, DTG, DTF, embroidery, sublimation, and vinyl heat transfer to help you pick the best one for your project.