Many people who don’t own a fitness center, or even work out, are still familiar with the name Planet Fitness. As of the end of last year, one of the behemoths in the industry boasted 2,001 centers and 14.4 million members. They have found a way to market brilliantly. They have tapped into the psyche of so many who want to improve the quality of their lives. And weirdly, yet importantly, staff members at Planet Fitness wear custom t-shirts.
Custom Shirts Promote Professionalism:
Someone rolls up into your fitness center parking lot. They have finally made the commitment to better themselves. They walk in excited for the future “them.” What do they see? A slick gym with equally slick shirts worn by the staff. What you are wearing is very important. You want to look the part. You want to look professional. You want those who work out to see that your gym has it together, that you’ll be around for the long haul. Your company name and logo on a custom t-shirt make an impression. Why are we suggesting a t-shirt? It also lets newcomers (and members) know that you work out, too, that you’re as committed as they are. A buttoned-down long sleeve shirt, or even a polo shirt, present an uppity, corporate feel. They give off the idea that you aren’t willing to put the effort in like you say the people in your center should.
Branding Through Custom Tees:
Instead of a plain blank t-shirt, it’s pretty much a no-brainer to promote your brand constantly. Your staff is wearing its custom garment with gym name and logo on it as they take care of members. Employees will help and compliment clients on how much they’ve seen improvement, effort, and attitude. With that positive reinforcement, members will take note of your printed shirt, and will associate you with feeling good about themselves. When they go to work the next day, they’ll share all the things they love about your gym with their co-workers. You’ll see that their verbal testimonials will help increase your membership totals.
There’s another aspect to branding your fitness center via custom t-shirts.
Strongly think about doling out shirts to new members or ones who have hit a three-month member milestone, etc. A freebie, aka SWAG, is always appreciated. Who doesn’t like something that’s free? Minimally, you can offer them for sale at a nice price. We’ll repeat the scenario about your members and their co-workers, but with a slight tweak. In this particular conversation, your member won’t even have to rave about your center. The co-workers will remark about how good the member looks, and they’ll ask about your gym. And then they’ll come running.
Whether right or wrong, there is a massive psychology that comes with feeling good about the way one looks. If one of your members finishes a workout and looks in the mirror to see more muscle or a toner tummy, they will feel awesome about their progress. Guess what’s also in the mirror? Your t-shirt design and name. Guess what happens then? Positive association with what your fitness center is doing for that member’s self-esteem and self-confidence.
You should seriously consider custom tees with the pertinent information, logo, and motivating message like, “You have the muscle. Where’s the heart?”, or any number of phrases that can bring out the best in people. There’s the motivation, the message, and the mantra that deliver a little extra maybe your competitors are lacking.
We are in the t-shirt business, so we can certainly guide you on printing technique, fabric, and design. We are as competitively priced as anyone out there, and our turnaround time is unmatched. Give our talented team of salespeople, graphic designers, and printers a call at 800-215-6424. We look forward to helping bring your fitness center to new heights.
