the retail lineup that could elevate any fitness studio
let me cook
Buying cool merch is basically a sport for me.
If you know me personally, you know that I’m a music nerd, experience guru and an absolute sl*t for a good workout class. The perfect recipe for repping brands that I feel passionate about.
If I love your brand, you can bet that I’ll be the first person to buy what you’re selling. If it happens to make me look and feel cool? I’ve won the lottery.
To back things up a bit, it’s been a dream of mine to open up my own boutique fitness studio. I’m always considering different trends and gaps in the market, and thinking about what I would selfishly want for my own space.
Most boutique fitness studios are predictable with their merch. Rightfully so, it’s important for in-studio retail to be functional. If someone is coming to class from work and forgets leggings, you want to have some ready and available for them.
However, I think it’s also important to have some statement pieces. Something that people can dress up or down, and is a representation of the brand. Merch that makes you feel cool as fuck when you put it on. I would want it to clearly make someone think, ‘Did the studio retail lead come from the fashion industry?’. You get the idea here.
Anywho, if I had a studio of my own, and was creating new pieces for my own community, these are some of the pieces I would want to create that would hopefully make them feel as cool as they are.
TEARAWAY TRACK PANTS
Can I get a ‘hell yeah’? I would kill for a pant like this. With a tiny logo on the upper left hand corner, these don’t have to be too overdone because the pants speak for themselves. Any kind of group fitness studio would get away with these. However a boutique gym or strength training studio fits this piece the most. It's giving 80’s Arnold Schwarzenegger/Gold’s Gym vibes.
MESH LACROSSE SHORTS
The way I would absolutely LIVE in these. Hear me out, you could easily dress these up, or wear them to class. Perfect piece for a yoga studio to have, as I would wear these to a non-heated restorative class or throw them over my lulu biker shorts.
90S STYLE RACING TEE
If I were some kind of VersaClimber studio (i.e. Train Moment in Chicago), strength training (i.e. Liftonic) or spin studio, this would be your piece. Any studio that has super chic and badass branding could pull off a classic 90’s racing tee. It’s sexy, it’s unisex, and frankly, I feel like everyone would look hot in this.
MESH JERSEY (SLOUCHY/CROPPED)
Perfect for any kind of fitness studio. If we’re talking specifics, I envision a cropped mesh jersey sitting in the retail section of my favorite Pilates studio (cough cough, New York Pilates?), am I right?
A sexy mesh jersey can be worn by anyone, and it looks adorable with leggings or dare I say a pair of long cut off jorts.
If you were to create retail for your favorite local boutique studio, what would you create? Nothing is off limits. What’s inspiring you? Is there a brand that’s currently doing a really good job at this right now? Pls inform me. Don’t hold back…
Your merch doesn’t have to be predictable. In fact, thinking outside of the box with your retail will do you more favors in the long run. You’re telling people about your brand in a subtle way that gets them curious about the in-studio experience. Lean all the way in.
As stated, it’s important to have a practical section of retail, and it’s important to create capsule pieces that gets your community excited to rep your brand. Remember, Dope retail = great marketing. Get people curious about what makes your favorite studio different.