Retail inside fitness clubs often feels like a high-effort afterthought - but according to retail strategist Meredith Rosson, it's one of the most untapped revenue streams in the industry. In this episode, Meredith breaks down how clubs can turn merchandise, apparel, accessories, and grab-and-go essentials into a meaningful secondary income source. With real numbers, practical frameworks, and a powerful client case study, she shows exactly how clubs of any size can create retail programs that elevate experience, drive fandom, and generate serious profit. If you've ever wondered what to stock, how much space you need, how to price, or whether retail is even worth it, this conversation is your new playbook.
Key highlights from the episode:
✔ How to turn retail into a high-margin revenue stream: Meredith breaks down which categories actually make money, why apparel offers a 40–50% margin, and the inventory strategies that keep your shelves fresh and profitable.
✔ How to design a retail experience that members love: From visual merchandising to subtle logo placement to buying "wide and shallow," learn how to create offerings members actually want — not clearance-bin leftovers.
✔ How to align your retail strategy with your club's bigger goals: Meredith shares the homework every operator should do first, plus how retail can enhance programs, community, and overall perceived value.
Curious about the future host of Fitness Business Podcast? That's Zoe, the host JT's daughter!
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Quotes:
"If they sweat in it, they're going to want their own — so sell it." - Meredith Rosson
"You have something retailers dream of: a captured, regular audience walking past your inventory every day." - Meredith Rosson
"The trend right now is subtle, modern logo placement. Members want pieces they'll actually wear outside the club." - Meredith Rosson
Resources:
- Become an FBP Insider on Patreon: https://patreon.com/FitnessBusinessPodcast
- Fitness Business Podcast's LinkedIn Community: https://www.linkedin.com/groups/9878228/
- Mystery Shopping for Fitness Businesses: https://mysteryshoppingforfitnessbusinesses.com.au/
Our Guest:
Meredith Rosson, Founder of Elevated Version Enterprises (EVE) & Paper Dolls by EVE
Website: https://elevatedversions.com/
Instagram: https://www.instagram.com/paperdollsbyeve/
Merch Sponsor:
Be a Merch Sponsor - https://fitnessbusinesspodcast.com/merch/
REX Roundtables:
Website: www.REXRoundtables.com
Email: Eddie@REXRoundtables.com
Make sure to check out other REX Roundtables Trusted Suppliers:
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World Insurance Associates: Provides insurance, risk management, benefits, and wealth management services. https://www.worldinsurance.com/
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MXM: Provides software for fitness clubs to manage member experience. https://www.mxmetrics.com
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Centr Hyrox: Fitness and wellness app offering workouts, nutrition, and meditation. https://centr.com/
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Matrix Fitness: Manufactures and sells commercial and home gym fitness equipment. https://www.matrixfitness.com/us/eng
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Yanga Sports Water: Provides subscription-based, flavored, vitamin-enriched, and calorie-free water for gyms. https://yangasportswater.com/
Skip to the good part:
(03:53) What Counts as Retail in a Gym?
(05:26) The Most Profitable Retail Categories
(08:43) Margin vs. Profit: Understanding the Numbers
(09:24) Do You Need a Dedicated Retail Space?
(12:47) In-Person vs. Online Retail for Fitness Clubs
(14:39) Keeping Inventory Fresh and Avoiding Member Blindness
(16:50) Logo Gear vs. Big Brands: What Actually Sells
(22:06) Case Study: How One Club Generated $50K in Three Days
(28:06) Your First Steps: Retail Homework and Strategy Alignment
(31:20) Member Buying Behavior and Final Takeaways
About Our Guest: Meredith Rosson is the founder of Elevated Versions, a retail consulting company helping fitness clubs design profitable, modern, member-focused retail programs. With years of experience overseeing retail at Cooper Fitness Center and consulting with clubs across the country, she specializes in apparel, accessories, private label development, sourcing vendors, and inventory strategy. Meredith also runs her own online boutique, Paper Dolls by Eve, focused on contemporary women's apparel.
About Your Host: Justin "JT" Tamsett is a fitness industry veteran with over 30 years of experience who aims to reduce global healthcare costs by promoting physical activity. Through his company Active Management, he provides business coaching to fitness entrepreneurs, leads 8 REX Roundtables in the US and Australia, and has spoken at over 40 conferences across 23 countries. His ultimate goal is to create a world of opportunity for his daughter Zoe by helping more people move and stay healthy, while empowering gym owners to build successful businesses that contribute to a healthier society
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