Play the Long Game: Strategies for Lasting Success

This week’s guest post is by Jason Fernandez of CrossFit Rife. Jason has been around long enough to see, hear, and experience it all when it comes to running and owning an affiliate. Here, he  Sustainable Growth shares some hard-fought wisdom on how to approach your gym’s apparel strategy.

Short-Term Thinking vs. The Long Game

In Simon Sinek’s book The Infinite Game, he discusses the perils of short-term thinking—trying to “win”—versus playing the long game, where the only objective is to stay in the game. Which mindset do you bring to your brand apparel?

Ask yourself:

• Do you enjoy seeing people associate with your brand?

• Does it make you happy to see a gym full of members wearing your logo?

• Do you want that to happen without it being stressful or painful for you or your staff?

If the answer is yes, it’s time to stop trying to sell 100 T-shirts in a gym with 133 members. Selling to 50% of your members would be incredible. Aiming for 75% (100/133) isn’t realistic. Even 30% is ambitious, but achievable.

The Problem with Short Sustainable Growth

As gym owners, we often get frustrated because we know little about retail, but we recognize its profit potential. So, we force the issue, putting all our hopes on one sale, one design, or one color—none of which were tested, polled, or requested. This approach is short-sighted and risky.

Embrace the Long Game

The long game is about getting 80–95% of your members to own at least one item with your logo. Achieving this requires thinking in years, not months, and producing dozens of designs over time. Patience is key because members are picky: they may like a design but not the color, prefer a hoodie over a T-shirt, or want a different style entirely and  Sustainable Growth and Game plan.

You can’t rely on chance to sell hundreds of shirts with a single launch. Instead, accept that success comes from smaller increments and multiple designs, which allows for variety while appealing to the majority of your members. Shop our Sailfish Swim Club Pants for a comfortable fit and sleek team style perfect for training or casual wear.

The Power of Variety

At CrossFit Rife, Jason’s team has produced 3–6 shirt designs per year for the past three years. Some designs were hits, some weren’t, and some unexpectedly excelled. Members sometimes walk in wearing shirts he had forgotten were sold—that’s a sign of brand engagement and loyalty.

Smaller,  Sustainable Growth orders create novelty, give your gym opportunities to reach the entire community, and assure members that new designs are always coming. Over time, this strategy places more apparel on your members, strengthens brand association, and fosters pride in your gym.

Takeaway

Playing the long game with apparel is about patience, consistency, and variety. Stop putting all your hopes on a single launch. Instead, focus on multiple designs, smaller orders, and long-term planning. Over time, your members will engage more, wear your brand proudly, and you’ll create a sustainable, successful apparel strategy.

FAQ

Q1: Should I focus on selling all apparel at once or take a long-term approach?
A1: Focusing on the long-term approach is best. Instead of expecting massive sales from a single launch, produce multiple designs over time. Smaller, consistent releases help reach more members and foster brand loyalty.

Q2: How many designs should I create each year for effective engagement?
A2: Aim for several designs annually, like 3–6 per year. This variety allows members to choose what they like, increases overall participation, and builds sustained brand engagement.

Q3: Why is variety important in gym apparel sales?
A3: Variety keeps your apparel fresh and appealing. Different colors, styles, and designs ensure members find something they enjoy, which strengthens brand association, member pride, and long-term sales.