New Year Fitness Merch: Ordering for the January Rush
By The Velocity Wear Team
Order November for January. Production runs around 10–15 working days from artwork approval for screen printing and embroidery, plus 2–5 working days tracked UK delivery, and December is a compressed month with holiday closures in the middle of it.
Why November, Not December
December looks like it has enough time in it and does not. Working days are lost to the holiday period, the whole industry is at peak load fulfilling Christmas orders, and any proofing delay in the third week of December effectively becomes a delay into January. Ordering in November costs nothing extra and removes all of that risk. For a gym that wants stock on the shelf when new members walk in during the first week of January, November is simply when the order happens.
What Sells in January
The January customer is a specific person: often new, often self-conscious, and buying into an identity as much as a garment.
- Heavyweight hoodies, which are worn to and from the gym far more than during training and are the highest-value item most gyms sell.
- Casual tees with restrained branding, which get worn outside the gym and do the most visible marketing.
- Training-specific kit in technical fabric, for members who actually train in branded gear rather than wearing it casually.
- Accessories such as beanies and bottles, which are low-commitment purchases for members not ready to spend on a hoodie.
Do Not Over-Order for January
The January surge is real and it is also temporary. Ordering as though January's rate continues through the year is how gyms end up with stock sitting in a cupboard in June. A more sensible pattern is to order a realistic January quantity in November, watch what actually sells in the first two weeks, and place a reorder for anything moving quickly — production time means that reorder arrives in early February, which is still useful.
“"Selling out in the third week of January is a good outcome. It is certainly better than the alternative you are looking at in July."”
Staff Kit Alongside Retail
January is also when staff kit is most visible, because new members are forming impressions. Embroidered polos or quarter-zips for trainers and front-desk staff make a gym look organised in a way that matters precisely when people are deciding whether to stay. That kit has different requirements from retail merch — it is washed constantly, so embroidery rather than print — and it can be ordered in the same run to lift the combined quantity.
Cost and Quantity
Orders start at 20 pieces with mixed sizes allowed, and bulk discounts reach up to around 40% as quantities rise. Combining staff kit and retail stock into a single November order lands better on the discount curve than two separate ones. Model the combined quantity in the free instant price calculator, and preview logo placement and scale in the free Design Studio — restrained branding is what makes gym merch get worn outside the gym, which is where its marketing value is.