Jason from Azura Sport helps gyms and online coaches build stronger brands through merchandise, supplements, and customer experience. In this podcast, he explains how gym owners can go beyond providing training sessions to create a community that members feel proud to be part of.

From branded clothing to personalised welcome packs, Jason shares how small details can strengthen relationships, improve retention and create additional revenue opportunities.

The Challenge

Gym owners face the ongoing challenge of keeping members engaged while managing the costs of attracting new customers. Providing great training is essential, but Jason believes that building a recognisable brand and a strong community can make a real difference to how members feel about their gym.

As he explains:

“If you haven’t invested in your brand, I think you will start to pay for it.”

Without a clear brand identity, gyms can struggle to stand out from competitors. Jason believes that merchandise, personalised experiences and a sense of belonging can help gyms create stronger connections with their members.

The Strategy

Making the Brand Part of the Member Experience

Jason explains that a gym’s brand should extend beyond its logo and premises. It should be reflected in the way members experience the business, from their first interaction to the community they become part of.

Branded clothing, welcome packs and personalised gifts can help members feel valued and connected. These items also give members something tangible that represents their relationship with the gym.

Creating Revenue Through Merchandise

Merchandise can be more than a marketing tool. When it reflects the gym’s identity and gives members something they genuinely want, it can become an additional source of revenue.

Jason shares an example of event-specific T-shirts that achieved a 76% conversion rate among members participating in the event. This demonstrates how merchandise can perform well when it is connected to an experience members are already excited about.

He also discusses how gyms can make merchandise easier to manage by creating a clear system for choosing products, presenting designs and handling orders.

Adding Value Through Supplements

Jason also explains how supplements can be incorporated into an existing coaching offer. Rather than simply selling individual products, coaches can consider how supplement delivery might form part of a more comprehensive service.

He shares an example of an online coach who increased a VIP coaching package from around £350 per month to approximately £510 to £520 per month by including additional programming, one-to-one support and supplement delivery.

The aim was to offer more value while creating a more convenient experience for clients.

Building Community Through Milestones and Gifts

Recognising members’ achievements is another way to strengthen relationships. Welcome packs, milestone gifts and other personalised touches can make people feel appreciated rather than treated as just another membership number.

According to figures shared by Jason, milestone gifting grew by 200% over two years. This reflects the growing role personalised experiences can play in the businesses he works with.

Creating a Consistent Brand Through Staff Uniforms

Jason also highlights the importance of staff uniforms. When a team’s clothing reflects the gym’s identity, it can help create a more consistent and professional brand experience.

These details contribute to the overall impression members have of a business and help reinforce the identity the gym wants to communicate.

The Results

The examples Jason shares demonstrate how merchandise and personalised experiences can support different areas of a fitness business.

The event T-shirt example achieved a 76% conversion rate among participating members, showing the potential of offering merchandise that connects with a specific event or experience.

Azura Sport’s reported figures also showed a 200% increase in milestone gifting over two years. This highlights the growing use of personalised gifts to recognise members and strengthen their connection with a business.

The online coaching example demonstrated another opportunity. By increasing the monthly package price from around £350 to approximately £510 to £520 and including additional support and supplement delivery, the coach created a higher-value offer. Jason reported that clients remained happy with the package for five to seven months.

Jason also discusses the potential for gyms to generate an additional £5,000 to £10,000 in annual merchandise revenue, depending on how the system is implemented. This is a potential opportunity rather than a guaranteed result, and the outcome will depend on each gym’s audience and approach.

Together, these examples show how a thoughtful approach to branding can support member engagement, create new revenue opportunities and improve the overall customer experience.

Words From Jason

Jason believes that engaged members are more likely to spend on other products and services offered by a gym.

As he explains:

“If you’ve got engaged members, they tend to spend 50 or 60% more a year just on anything else you’re offering them.”

His approach centres on building a community that members want to be part of. When people feel connected to a gym, merchandise, supplements and additional services can become a natural extension of that relationship.

What’s Next?

Jason and the Azura Sport team help gyms and online coaches explore merchandise opportunities through their personalised WOW Book. This gives businesses a way to bring their branding and product ideas together in a lookbook, making it easier to visualise merchandise options and plan how they could be introduced.

For gym owners, the key takeaway is that branding does not stop at the logo on the wall. It can be reflected in the products members wear, the gifts they receive and the experiences that make them feel part of the community.

By taking a more considered approach to these details, fitness businesses can strengthen their identity, give members more reasons to stay engaged and explore additional ways to grow.

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