How to Start an Exercise Clothing Store

Part 1 - How to start an Exercise Clothing Store business - Background

An exercise clothing store focuses on selling various brands of clothing designed for exercise and athletic activities. Some clothing will be exercise specific, custom fit, or a recognizable name brand. Customers who choose these stores are often searching for unique or professional options, other than what may be found in department store selections.

Our guide is in 3 parts:

• Part 1 - How to start an Exercise Clothing business - Background
• Part 2 - Our planner tool to see if this idea is the right fit for you
• Part 3 - Action plan to get started

What are the costs involved in opening an exercise clothing store?

There will be some initial costs to get started, which will include rent and utilities for a storefront, ordering merchandise, as well as grand opening advertising. You’ll also have some legal and detail-oriented costs like:

• store design and display items

• sales and inventory computer systems

• website creation, hosting, and monitoring

• trademarks, logos, and store signage

• cards, posters, and flyers for store promotions

• business insurance and licensing

An estimated cost average may be in the $50-75,000 range.

What are the ongoing expenses for an exercise clothing store?

Unless you are operating a strictly online shop, your store rent and utilities will continue to be a large part of your monthly expenditures. Payroll, taxes, and marketing and advertising will also factor heavily. Your merchandise buys will cost, but should be balanced through the sales generated. Some other costs are:

• Insurance and licensing

• Travel and training/product seminars

• Telephone, internet, and website hosting

• Continued market research

Who is the target market?

Your target audience is anyone involved in exercise or athletic events who wishes to shop and buy a bit more from clothing specific retailers.

How does an exercise clothing store make money?

Exercise clothing stores create revenue through the sale of their clothing and accessories.

How much can you charge customers?

Pricing for clothing will depend on the brands you carry. Again, your market research will dictate so much of how you price and what you carry. Remember, too, that most customers shopping a specialty shop expect to pay a bit more for higher quality in return.

How much profit can an exercise clothing store make?

Profitability will vary, from location and region of the country or world you operate in. Still, this is a profitable niche in the clothing industry. If you are in the right location and understand your available audience, you can succeed and do quite well. Many successful exercise clothing retailers net between $45,000 and 75,000, annually.

How can you make your business more profitable?

Since you’re selling exercise clothing, one of the biggest and most effective additions to your store will be exercise related accessories. Shoes, hats, scarves, gloves, and rain gear can appeal to customers already excited about wearing exercise clothing. Be careful, though, not to spread yourself too thin by offering too many options before you’re established or before you conduct proper retail market research.

Day-to-Day and Growth

What happens during a typical day at an exercise clothing store?

Interaction with customers will constitute a substantial portion of the day. There will also be time spent re-stocking and ordering new apparel, maintaining inventory, and researching new products and clothing approaching the market. A good clothing store, no matter the type, understands that paying attention to industry trends is an important facet of the overall job.

Additionally;

• clean, straighten displays, and ready the store for another day of customers

• plan and initiate advertising and marketing strategies

• compare store pricing vs. regional competitors

• maintain social media output

• create customer dialogue

What are some skills and experiences that will help you build a successful exercise clothing store?

If you show great interest in your product, others will feel drawn to that same fire. Make it your business, literally, to know and wear exercise clothing. You want people to believe in your product, so you need to show them why. Follow the new lines, explore the fabric and design choices and move the business from a job to a passion. Then, tap into your ability to communicate your finds to your customers. You’re developing a return customer market in retail sales, more than in most businesses, because you always want to entice with something new and exciting.

You’ll also want to be able to

• understand sales techniques and small business finances

• market and advertise for your business

• display a prowess for blogging and social media

• connect and partner with clothing distributors

What is the growth potential for an exercise clothing store?

Exercise clothing is currently in a popularity boom with numerous different types of people deciding to embrace a casual, yet sleek fashion look. In addition, there are numerous individuals who spend a large portion of their time exercising, working out, or playing sports. Therefore, the current growth potential is very favorable. An important factor of your success, though, will be the market research you perform, prior to opening your business. You must understand your area and your competition’s market quite well, in order to create a market for your own business. Is the population the right fit and for which styles? Will your business be unique enough to bring new customers in? There are many exercise apparel stores currently operating, but that doesn’t mean there isn’t room for more.

What are some insider tips for jump starting an exercise clothing store?

Just like the real estate saying goes, it’s all about location, location, location. Your store needs to be in a heavily trafficked or easily accessible location. You need to be seen and you need to make sure the area you’re in can and will support your business. Too much competition or too little customers sink many a business before they ever get going.

Know your competition. What’s working, or not working, for them. And you don’t have to think about competing with them head to head but, rather, complementing each other. What’s your niche and how can you stand out?

Be creative, explore new possibilities, and don’t be afraid to take chances now and again. Ask your customers and your staff their opinions. Sometimes, you’re the one on the outside looking in and you need someone with a different perspective to change your view.

Create a comprehensive business plan, conduct your market research, and go for it. If you’re waiting for a sign to open your own business, you might be waiting a long time. The fact that you’re considering such move is sign enough. And, once you’re in business, follow your plan. Your budget is your guidepost, so keep yourself honest and follow it.

How and when to build a team

You can often manage a store opening with a skeleton crew. It’s often easier, as there is less training and a more cohesive spirit with just a few employees. But, as you see your sales and customer walk-ins increase, add some other employees who have similar passions about sports, exercise, and healthy living. A good team really helps in a store’s continued success.

Part 2 - Is an Exercise Clothing Store business the right fit for you?

Part 3 - Action plan to launch your Exercise Clothing Store business in 90 days