For Box Owners – Building Your Brand: The Opportunity You’re Missing Out On

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June 28, 2016

Over the years, as VP of Sales at Clinch Gear, I’ve met so many brilliant and passionate affiliate owners and there’s always a common thread that links you—an opportunity up for grabs, one many are not fully taking advantage of.

Let me explain…

Everyone understands your #1 priority as an affiliate owner is running your box, developing your coaches and building your member base. But, what if you realized there is a heavily underutilized sales channel that can come in at a close second to your member-fee income?

Creating an apparel strategy for your gym is not only profitable, but it will become an integral part of your business once you get started. The easiest way to get started is with well designed t-shirts.

Sure, it’s fine to have a basic design, a simple “main tee” with your logo to sell to new members or drop-ins. But many affiliates drop the ball when it comes to thinking out of the box to come up with new designs and themed tees. To really improve your bottom line, you can be creative and create a new design every 6-8 weeks.

We have about 34 affiliates on a regular production calendar. Our graphic arts team sends them new designs regularly, whether it’s for the Open, 4th of July, Veterans Day, Memorial Day, or special events specific to their gym.

Think of your rotating apparel line as a way for your members to invest in your box and as a way for you to foster a sense of community and a better overall experience for your members.

Apparel works. People love the shirts and you’ll love building your brand at a profit.

Clinch Gear has been creating performance apparel since 2003. We’ve been a leader in the manufacturing and use of durable, flexible fabrics in WOD shorts. Heck – we’ve got pictures of OG CrossFit Firebreather Greg Amundson wearing our shorts back in 2006 in L1 certification training classes in Santa Cruz, CA!

We are one of the very few companies in the industry that offer “Full Custom” sublimated cut & sew performance shorts, booty shorts, capris, leggings at low minimums. We’re not talking about some lame stock shorts with a crappy heat transfer or silkscreen logo that crumbles off after two washes. Our stuff is 100% custom to your box, with your logos, design ideas, and specific colors that you choose. Your box members, competition teams, and coaches will stand out from others, and it will bring more eyes on your brand and more revenue in your account.

Look – if you’ve got a second income stream coming in from apparel sales every month, it adds up quick, and will allow you the financial freedom to build out that new rig, or even put money away towards rent on a bigger or second facility.

It’s entirely possible you’ll need to buy more weights and barbells to accommodate new members coming in because your current members are wearing your new branded apparel and raving about how awesome your programming is.

Custom apparel is also a way for your members to feel like they’re a part of your gym. And that’s what everyone wants…to feel like they’re a part of something.

By making branded apparel available you’re building a better gym culture and allowing members to feel more a part of your box’s community, while building your brand at the same time. In the end, this benefits everyone, because as your current members are buying shorts, capri pants, hats, and shirts, they’re also investing in more equipment for your box which will be shared with future members.

It’s not just about making money, it’s about increasing the operational efficiency and quality of your entire program. Money just helps with that.

We currently offer VIP discounted pricing on silk screening, when done in addition with a full custom cut & sew apparel order. This will also allow you to be put on the 6-8 week design & production plan for rotating tees for your box.

We have a very easy process for creating, designing and producing your apparel line to turn it into a smooth running and profitable part of your business.

Give me a call today 619.749.8822 and let’s chat about a few ways Clinch Gear can help you build your business.

Greg Brady

About Damect Dominguez

Co-founder of BoxLife Magazine. Author: Training Day: 400+ Workouts to Incorporate in Your Training.

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