How to Start a Fitness Clothing Line

Activewear has outgrown its humble beginnings as sweaty gym clothes and has sprouted brands with a cult-like mass following (hello Fabletics, lululemon, Alo Yoga, and more). Fitness clothing like sweatshirts, hoodies, and polo shirts have become staple pieces of modern wardrobes worn for all sorts of occasions. 

The concept of wellness has changed, too.

Wellness means more than focusing on being in shape; it also encompasses mental, physical, and spiritual dimensions. In fact, wellness is a priority for nearly 40% of us worldwide, and these habits are influencing global fashion trends. For many, activewear is the go-to choice for highly comfortable and practical daily wear. With this mindset and lifestyle shift, the global athleisure market is booming and expected to grow from $338.48 billion in 2024 to $716.05 billion by 2032.

Ready to seize the demand and launch a fitness clothing line? We prepared some pointers on how to start a clothing brand with activewear products, so dive right in.

How to start a fitness clothing line in 8 steps

Although starting a fitness clothing line business might seem daunting at first, let’s go through it step by step, and you’ll see that it’s manageable.

1. Research the market and select a niche

As with all new projects, the beginnings of a successful fitness clothing line will be rooted in research. Before designing or sourcing products, you should analyze the fitness clothing market and find your niche.

For example, the average American spends between $20–$100 every month on their gym membership. Why is this relevant? Many people think going to an in-person class is better than training on their own—and they’ll need the appropriate gym fits. Something to think about when narrowing down your niche.

Another thing to consider? Boutique fitness studios contribute to 42% of gym memberships. That’s almost half! These studios cater to those seeking a more tailored experience, which often goes hand in hand with a greater interest in custom gear.

Source: Printful

And what about age range? While the average age of gym members is 40 years old, Millennials and Gen Z are going with regularity: nearly 36% of active gym members are Millennials. This means that adapting your offerings to align with the preferences and styles of younger, more trend-conscious generations could give your brand a competitive edge.

Look at other fitness apparel brands, their products, pricing, target audiences, and marketing efforts. You’ll get a good understanding of what works for your potential customers and what doesn’t. You might notice an audience underserved by current sportswear fashion, so this is where you can swoop in and fill the market gap. For example, there’s a growing interest in fitness clothing made of sustainable materials and more demand for plus-size athletic clothing.

A niche caters to specific needs or preferences, and it helps you focus and differentiate your brand. When you define your niche, all the other elements, like your product selection, messaging, and pricing strategy, will also fall into place.

Learn more: How to Find a Niche for Your Online Store

Think of choosing your niche market as the first building block for your future success. This is the foundation that your fitness apparel line will stand on, so research the industry and target market thoroughly.

Later, when you work on your fitness clothing business, always keep your niche in mind. Ask yourself, “Is this going to resonate with my audience? Is this something they’d want to buy?” If you can answer that with a confident “yes,” you’re on the right track. If you’re unsure, back to the drawing board and refocus your efforts.

2. Pick your fitness products

Once you know what your fitness clothing brand is all about, it’s time to choose the products your customers will want. There are several categories you can look into.

Sportswear products

Athletic T-Shirts	Rash Guards	Sports Bras	Athletic Shorts

If your customer base is under a strong sports culture influence, you should choose and market your products with that in mind. With the US sports industry projected to reach a market volume of $64.79 billion by 2029, tapping into this growing sector can be highly profitable. Find a specific niche, choose sports-specific products, and create a gym apparel line with a new twist on designs. Offer rash guards to surfers, leggings to yoga enthusiasts, visors and polo shirts to tennis players, or create a swimwear line for water sports fans. 

Athleisure products

Raglan Shirts	Joggers	Tank Tops	Leggings

Don’t limit yourself to activewear that’s only meant for gym rats and sports enthusiasts, though. Athleisure, for example, is simply comfortable and casual clothing that can be worn in different contexts.

If you aim to offer products to the more general public, emphasize the importance of comfort in everyday life. Think of yourself, your friends, colleagues, and their needs. Think about how your new fitness clothing line can satisfy that.

Take a look at Norba, an activewear apparel brand founded by two sisters, Olha and Helen Norba. They sell minimalistic but trendy athleisure pieces to wear at work, home, or the gym. The main goal of their clothing business is to help their customers feel more driven and confident while staying comfortable.

Streetwear products

T-Shirts	Hoodies & Sweatshirts	Jackets	Hats

Streetwear transforms activewear products into opinionated and fashionable statements and can be marketed to different audiences. Drawing inspiration from ‘80s and ‘90s counter-culture, streetwear has blossomed into a multi-billion-dollar industry, with the global market size projected to reach $266.74 billion by 2032.

If your customer base is mainly the younger generation, surprise them with a hip and comfortable streetwear line. Not only are these products easier to design, but they also have great marketing potential. According to this HYPEBEAST impact report, 54% of global consumers reported spending $100–$500 on streetwear each month, while another 18% indicated they spend over $500. This is because most streetwear items are worn throughout the year and allow for experimentation. Streetwear is as broad as popular culture.

Plus-size activewear products

Leggings	Hoodies	Sweatshirts	Shirts

The activewear industry is increasingly catering to plus-size consumers, with brands like Athleta and Girlfriend Collective leading the charge in offering size-inclusive apparel. These brands are setting the standard for meeting the demand, but there’s still plenty of opportunity for more manufacturers to step in and fully address this growing market. Considering that the global plus-size women’s clothing market is anticipated to reach $444.4 billion by 2033, the potential for growth in size-inclusive activewear is immense.

Read more: Athleisure vs. Activewear: The Ultimate Sportswear Comparison

Athleisure as a trendy lifestyle

In popular culture, athleisure relatively recently transformed from a trend to a lifestyle. Athleisure pieces fit into the current fashion scene seamlessly, and even work for relaxed workplaces. Think yoga pants with bulky sweatshirts, platform sneakers, layered necklaces, and hats for winter sports like snowboarding.

As for streetwear, brands like Vans, Obey, Nike, and others—they’re benefiting from the ’90s and Y2K retromania wave, flooding the streets with trendified old-school clothing styles and designs.

Paying attention to what’s happening in the fashion world is a must. You can fit your niche within the existing trends, but don’t be afraid to innovate and stand out.

We suggest bringing in some bold prints and vibrant colors to your product collections. You’ll have access to broad design possibilities and space to experiment with the seasonality of the products. As a lifestyle, athleisure is just as popular during the colder seasons. A hoodie and sneakers paired with a coat and a beanie is a standard fit around the globe.

Source: Vogue 

For 2025, athleisure is set to evolve further, blending functionality with tech-driven innovations like smart textiles and wearable tech. And as sustainability continues to shape consumer priorities, eco-friendly materials and sustainable practices will become integral to athleisure collections, blending comfort and performance with responsible fashion.

To understand what the market demands, research what your target audience is interested in and is willing to spend money on.

Read more: Athleisure Market Report: Trends and Opportunities

3. Decide where to source your products

At this point, you might be asking yourself, “I have my business idea, but where do I get the actual fitness clothing I want to sell?” There are two paths to choose.

Buy in bulk

The most growth in athleisure sales is predicted for premium brands with high-level technical capabilities. If you have the know-how and are willing to invest time and effort into curating need-specific fitness apparel collections, this is a good option for you.

Keep in mind that buying in bulk comes with its challenges. In a demand-driven market, there’s a risk of ending up with out-of-style products sitting in storage if your brand lacks strong recognition. And this approach requires substantial upfront capital, which can be a significant hurdle for new businesses.

Use print-on-demand services

If you’re just getting started in the apparel game, partnering with a print-on-demand (POD) dropshipping company is the easiest way to launch your own fitness clothing line.

POD fulfillment is also a much safer bet. With demand changing rapidly, this fulfillment method lets you focus on creating topical and trendy designs without dealing with clothing manufacturers or logistics.

There’s also a smaller chance of making high-cost mistakes. Most POD dropshipping companies follow market tendencies to offer the latest products that consumers want to buy.

Printful’s product range covers the essential items you need to create an athleisure line, and you can continue expanding your offering with our constantly evolving selection of trendy pieces. Some products have variations, like our yoga, capri, and plus-size leggings.

Source: Printful

One thing to note is that POD products aren’t custom-tailored and are sometimes limited in size. However, some providers do offer a wider size range. For example, Printful offers sizes ranging from 2XS to 6XL for leggings and up to 5XL for sweatshirts.

Make sure to find a production and fulfillment partner that suits your needs, order product samples, and find people in your circle who can testify to the quality of the products.

To get more insight into Printful’s activewear, check out this product review video.

4. Create designs

Once you know what you want to sell, the fun part can begin—creating your designs. Whether you design yourself or hire someone else to bring your vision to life, this is where your creativity can truly shine.

Think of how you can combine your ideas with sports clothing in a way that makes sense for your brand. For example, streetwear is often associated with bright colors and bolder expressions, whereas a yoga apparel line might be more minimalistic with earthy tones.

If you want to create your own custom designs but you’re not familiar with design software, try Printful’s Design Maker.

Source: Printful

You can easily create patterns and text-based designs, use the available clipart, explore the ready-made quick designs and premium images, and more.

Learn more: How to Design Your Own Sportswear Without Breaking a Sweat

5. Build a brand

When the products are ready, it’s time to build your brand. You need to think about your fitness brand identity and values—what do you stand for?

Write down your story, explaining where the idea for your fitness clothing line came from, what your brand represents, what is special about your products and designs, etc. Help your store’s visitors understand why your brand is the perfect fit for their needs.

Source: Marine Layer

Develop a consistent brand identity (both your visual style and brand voice) that you’ll use on your store and marketing channels.

Read more: How to Build a Brand: A Complete Guide

6. Develop your online store

You have the products and know what you want to say, so the next step is to share them with your customers.

First, you’ll need to decide on the platform where you want to sell. You can create your own store or join a marketplace like Etsy or Amazon. Printful integrates with over 20 ecommerce platforms and marketplaces, so take your pick and start building your store.

Don’t forget about more technical aspects like setting up shipping and taxes. Different requirements will apply depending on where you sell, so consult tax specialists if needed. Check if you need to get a business license or fill out some other paperwork.

When everything is set up, test your order flow to ensure a smooth customer shopping experience. If they enjoy their stay on your store, they’ll be much more likely to return.

7. Market your fitness clothing line

No matter how amazing your products might be, without a marketing strategy, it’s hard to grow an athleisure, streetwear, or any other kind of fitness apparel business. So remember what you want to represent and focus on selling these brand values to your customers.

Invest in visuals

No words can describe a design better than a great photo or a professional video. Consumers are driven by doing activities in style, so your visuals need to represent that.

Don’t limit yourself to only posed or static shots:

• Show movement. Go to the track, the gym, or the nearest beach and take photos and videos while showcasing your products in action.

• Highlight the versatility of the product. Get some shots of athleisure products in a professional setting, in the comfort of your home, or during the commute.

• Be sincere. A professional model might be the best choice for fashion apparel, but real people representing your actual customer base will make your line more authentic.

Take advantage of social media

The active lifestyle has long moved past gym walls. Your customers are active people and have gathered like-minded people around them. A single picture or video of a customer using products from your athletic clothing line is sure to get further reach than any marketing effort you could do on your own.

Build hype

Get your customers’ attention with limited edition custom clothing releases.

Source: Vans 

Create a collection with a limited number of items or a specific purchase window. To justify the hype, make sure your product is original—whether it’s jumping on the latest trend or offering a unique twist on something new.

Follow the seasons

Although most athleisure items are used all year round, it doesn’t mean they have to be sold as all-season apparel. We’ve emphasized how much athleisure is driven by customer demand and how often it changes. You’ll have to think ahead and prepare seasonal changes to your collection in advance.

Source: Printful

Mix up your product range so it’s more appropriate for each season, and create different designs for different times of the year. Also, be mindful of where your target market is located. Introduce light-reflective running attire for northerners or sweat-proof tank tops for southerners.

And don’t forget to check the weather forecast! Sending a sunny promotional email might not give you the results you want with a blizzard raging across the country. The same goes for custom hoodies and beanies during a heatwave.

8. Collaborate

Another great way to get the word out is to collaborate with fitness influencers, instructors, and coaches. They have their own following and can raise your brand recognition and reach by endorsing, promoting, or simply using your products in day-to-day life. This is especially important for sportswear-focused apparel lines. 

Streetwear, for example, is closely connected with internet culture and diverse subcultures. Your best bet would be to approach online influencers and artists your customers know and love, like established fashionistas, up-and-coming underground musicians, and beloved gamers.

Follow your target community on the social media platforms they prefer and offer fresh takes on their favorite clothing items: custom t-shirts, hoodies, snapbacks, and so much more.

Is it worth starting a fitness clothing line?

Now you know how to start a fitness clothing line, but you might still be wondering—is all this effort worth it? The answer is a resounding yes. 

Remember that the global athleisure market is projected to reach $716.05 billion by 2032! Here’s a recap of the reasons for this impressive growth:

1. The line between traditional gym clothing and casual wear has become less noticeable. Why? Interest in a healthy lifestyle and the popularity of urban fashion. Brands like Nike or Supreme offer attire that can be worn at home and when exercising.  

2. The growing influence of lifestyle bloggers, social media influencers, and celebrity endorsers plays an important role. They help to popularize the appeal of fitness clothing.

3. The shift from spending all week at the office to working from home as a result of the pandemic. More of us now work remotely and prefer to be in comfortable athleisure while doing so.

4. Sustainability in fashion. The opportunity for ethical and sustainable fitness clothing is huge. Consumers want to spend money on fashion made from recycled or organic materials.

Even though there’s a global boost in activewear demand, brick-and-mortar retailers are struggling to adjust production to meet the changes in demand. Investing a lot of money in a certain type of clothing can be risky. 

Ecommerce store owners using POD services face no such issue. That’s because product designs can be added or changed with little effort. Moreover, the dropshipping fulfillment method ensures that you aren’t left with heaps of out-of-style inventory.

The bottom line is that the market for activewear, athleisure, and streetwear is on the rise, and the ecommerce industry is your way to grab a share of the market.

Read more: When was Sportswear in Fashion? Answer: Always

Start selling activewear

If you’re ready to sell workout clothes or start a gym clothing brand, be sure to do your research first. We recommend making sure you clearly understand your target audience and their needs and partnering with a production and fulfillment company that meets your standards. 

Most importantly, be as active as your customers are! Having the same interest and enthusiasm toward sports, fashion, and culture is sure to make your brand more authentic and desirable.

Read next:

• How to Run a Successful Clothing Line in the 21st Century
• How to Design Leggings: 7 Simple Steps