Fitness and gym products and accessories continue to flourish in the promotional products market. Items such as retail-inspired polos, pullovers, jackets, hoodies, towels, gym bags, and flip flops are extremely popular in this product category. The audience of these items includes gyms, personal trainers, corporate wellness programs, non-profits, education, physical therapists, and sports doctors.
Grethe Adams at Southern Plus points out that this market segment peaks in the spring as the warmer weather allows for outdoor activities and the approach of summer and beach season means getting in shape becomes a priority for many. She says that a growing trend is a more holistic approach to fitness. “We need to broaden our horizons when it comes to the target audience as well as relevant products for this market segment,” she states.
“Fitness should include a general healthy lifestyle and encompasses eating healthy, physical activity, reducing stress, etc.,” she adds. “It’s no longer only about sweating it out at the gym a few times a week. With an active and healthy lifestyle, the spectrum of promotional products fitting this category is much more than workout gear and the latest fitness gadgets. Think about a lunch cooler for bringing a healthy lunch to work; a reusable tote bag to hold fresh produce from the farmer’s market; or a sling pack for your bicycle ride to the park.”
As far as apparel goes, Aja Norman of Vantage Apparel notes that current trends in athleisure are comfort, style, and performance. “The wearer has to be able to move easily and comfortably in the garment,” she comments. “They want the style to be fashion forward and have additional performance benefits such as UV protection or moisture wicking. These styles are in high demand because the trends in active-inspired styles are no longer grouped into designated ‘work-out’ wear. These pieces are transitional and can be spotted from the gym to brunch. We are continuing to add more styles and colors in this grouping to support the demand.”
Towels are also an important trend in the gym/fitness promotional products market segment. According to Kirk Ross of Towel Specialties, both standard and oversized fitness and beach towels are trending. “Fitness walks, extreme obstacle races, charity runs, gym memberships, school recruitment, gifting to club members, event sponsor recognition and volunteer gifts are popular uses.” Ross says that red, royal, navy, gray, black, and white are popular mainstay colors; and fashion beach colors like orange, lime, and turquoise also do well. “We believe having a functional item like a beach and fitness towel that will carry your brand for 10, 15, 20 years or forever in a recipient’s hands is the best choice for maximum ROI and public exposure. With large format and bold brand imaging that transcends age, gender, and sizing they are the perfect choice to take corporate America into society.”
Towels treated with antimicrobials are a hot ticket item at Pro Towels. According to Brian Porter, the need for better hygiene due to the increase in MRSA and staph infections in schools, sports, and fitness centers has led to tremendous success with products that are treated with antimicrobials, which eliminate that concern. “The other trend we’ve seen is the rise in class and ‘box’ type of programs, away from the treadmill and to more group and interactive fitness,” he says. “We’ve seen a nice increase in our yoga towels along with our longer 42-inch towels that drape over the neck, making it easier to use as you’re moving from station to station.” He adds that demand has been exceptional. “With the launch of so many 24-hour, low-cost gyms — and the obvious change in health care — companies along with individuals are seeing the return in their checks each week, along with the health benefits,” he says. “Many companies have increased their spend on ‘healthy lifestyle’ type products, our towels being one of them.”
Many new and best-selling products address these trends. The towels treated with antimicrobials are top sellers at Pro Towels. At Towel Specialties, the FITOWL from the company’s Xpress Line and the CH45 from the Towel Specialties Line Up are two popular sellers, in addition to the Cold Front Cooling Towel (CLDFRT), Ross reports.
Vantage Apparel has unveiled new styles such as the GNFK701 Greg Norman Attack Life Unisex Heather Pullover Hoodie and the GNF6J200 Greg Norman Attack Life Full-Zip Jacket — which Norman says are specifically designed for active life-wear since the fabric has stretch and moisture wicking, WNS7J479 Greg Norman Embossed Dot Jacket, 7150/7151 Cloud Jacket, 3425 Pro Camo Black 1/4-zip Pullover and the 3426 Women’s Vansport Pro Camo Block Full-Zip Hoodie. These new garments join current best sellers Vansport™ Two-Tone Polo, 3470/3471 Vansport™ Performance Pullover, and 3271/3275 Brushed Back Micro-Fleece Full-Zip Jacket.
A flip flop collection is new at Southern Plus. Adams says that the 8058 Slip-n-Slide is a great option to slip on after a quick shower at the gym or after yoga class.
Promotional products suppliers have a plethora of advice for distributors when it comes to selling gym and fitness products to their customers. “If you don’t show them, you won’t sell them,” Ross of Towel Specialties states. He recommends ribbon tying them in addition to coupling or combining the products with another item for maximum impact. “Add a romance card that helps add to the presentation and for effect,” he says.
The customer’s message is also vital, Vantage Apparel’s Norman explains. “In order to properly sell these styles, find out what the customer’s message is,” he says. “For instance, if the customer is looking for a brand name piece that is already well established and touts style and quality, then our 2017 Greg Norman styles would fit their needs.”
Adams of Southern Plus recommends that distributors focus on the overall healthy/active lifestyle—not simply on just the gym or working out. “The scope of fitness is much more than that and includes what happens in the kitchen (what we cook and eat), our lunch habits, and weekend activities (think outdoors activities like hiking, picnics, etc.),” she elaborates.
Finally, Porter of Pro Towels notes that while gyms tend to buy their towels in bulk for the large-scale centers, they do have gift shops as well as ongoing programs for kids and adults. “There is always another giveaway opportunity,” he comments. “For the small-scale gyms, online programs have done exceptional as they order as needed, without inventory. From a fitness standard, in the corporate world, as I mentioned, it’s top of mind. Lower premiums for healthy adults and employees makes the bottom line better for the company. It’s truly a win-win!”