How to Price Custom Apparel at Your Gym

If you're selling gym shirts for $15 because "that's what I'd pay," you're leaving thousands of dollars on the table every year. Pricing gym apparel isn't about what feels right — it's about understanding your market and your margins.

After managing thousands of apparel orders for gym owners, here are the pricing guidelines that consistently produce the best results:

The Standard Markup Formula. Take your per-item cost and apply a 2x-2.5x markup for retail. If a tee costs you $12, price it at $25-28. If a hoodie costs you $40, price it at $55-60. These aren't aggressive markups — they're standard retail pricing that your members expect and accept without hesitation. When calculating costs, it’s important to evaluate vendors to ensure pricing transparency and consistent quality.

Understanding these common mistakes can help gym owners price correctly and maximize revenue. Why Gym Owners Underprice. Most gym owners aren't retailers. They think about pricing from a personal perspective ("Would I pay $28 for a shirt?") rather than a market perspective. Your members regularly pay $150+ per month for membership, $50-60 for supplements, $180 for training shoes, and $30-40 for a single workout sock. A $28 custom tee designed specifically for their gym is completely in line with what they already spend.

Context matters more than cost. Your members aren't buying a commodity — they're buying identity and community. A shirt from their gym, with their gym's name on it, designed specifically for their community, has emotional value that a generic Amazon tee doesn't. Price accordingly.

Pricing by Product Type. Here's what works across thousands of orders: Basic cotton tees at $22-28. Tri-blend or premium tees at $28-32. Tanks and crop tops at $25-30. Hoodies and crew necks at $50-60. Pricing for premium items is outlined in the hoodies guide. Hats and beanies at $25-30. These ranges assume standard screen printing with 1-3 colors. Premium printing techniques or specialty garments may warrant higher pricing.

The Profit-Per-Piece Target. Aim for $12-15 profit per item minimum. Below $10 profit per piece, the effort-to-reward ratio starts to make apparel not worth your time. Above $15 per piece, you're in a strong position where 3-4 drops per year generate meaningful annual revenue. This structure allows gyms to generate consistent apparel revenue data without tying up capital in unsold inventory.

Don't Discount — Add Value. If you want to incentivize purchases, don't lower your price. Instead, offer bundles (buy a tee and hoodie, get a free sticker or koozie), early-bird bonuses for the first 10 buyers, or exclusive colorways for members on an annual plan. Discounting trains your members to wait for sales. Adding value trains them to buy early. Understanding the differences between preorder vs bulk cost structures helps gyms optimize pricing and inventory risk.

Q: Should I charge the same price for all sizes?

A: Yes. Flat pricing across sizes simplifies your preorder process and avoids awkward conversations. Build the average cost across sizes into your pricing.

Q: How do I handle members who say the prices are too high?

A: This almost never happens when quality and design are strong. If it does, it's usually 1-2 people. Don't lower prices for outliers — the vast majority of members are happy to pay fair value for quality custom gear. 

Q: Should I offer payment plans for higher-priced items like hoodies?

A: Keep it simple. If a member can afford a $150/month gym membership, they can afford a $65 hoodie. Payment plans add complexity for minimal benefit.