Find the Perfect Product FIT This January

By Anthony Foti 

Nothing is more satisfying than a fresh start. As we wind down the year, it’s always important to look back at everything you’ve accomplished in and out of the office, but one might argue that it’s even more important to look forward. And as so many others have done before, fitness will jump to the top of many people’s New Year’s resolutions.

Whether it’s a specific class, joining the gym or making a concerted effort to just get up and move around, fitness-related goals can be counted on every January. In an age of fitness influencers, health-conscious living and ClassPass, understanding the opportunities to sell fitness-related products at the start of 2025 is a sales opportunity you can’t miss.

While people are motivated to take the next step in their journey, they also often feel like new clothes, accessories and gadgets might just be the key to starting their goals. January is the perfect time to introduce any new fitness-related products or bring back your tried-and-true offerings. Take a look at our top suggestions for January.

Fitness Towels

Fitness towels are the perfect way to get a brand’s name out there, whether it’s for a gym, fitness studio, event or gifting kits. On the surface, fitness towels are quite literally used to wipe up messes like sweat and spills, but on a deeper level one could make a strong case that they are the backbone of the fitness industry. How? Because most people love a good sweat but hate the feeling of being drenched. We’ve all been there, trying to finish the last set or hold the pose with that single bead of sweat slowly making its way down your face and closer and closer to your eye. Fitness towels single handedly save scenarios like this, by allowing gymgoers to wipe up sweat between sets and thus making a workout more convenient.

Additionally, branded fitness towels can be taken on the go, pictured in the back of gym selfies and used as incentives for getting out the door and starting a workout in the first place. Further, offering varying kinds of fitness towels can help buyers stand out from competitors, bringing them back to you for more product suggestions time and time again.

Water Bottles

Water bottles and tumblers are always popular, but now more than ever they are at the top of everyone’s list, with top tumbler and water bottle companies like Simply Modern, Owala and Stanley collaborating with major brands like Disney, Sesame Place, LoveShackFancy, Wicked and more. Adding branded bottles into the ring of promotional products this year can be a great incentive to join local gyms and studios.

Branded drinkware gets on average 3,162 impressions over its lifetime, according to the ASI Ad Impressions Study. Staying hydrated is crucial to staying fit, and having the newest or most stylish water bottle to help motivate is a great place to start.

 Socks

Now more than ever is the time to get into the sock game. Crew socks are in, which means the canvas for every foot is open and ready to hit the ground running – literally. Adding a gym, studio or event logo at the top of socks is a fun way to build community and subtly get the word out. Think about Alo, TNA and lululemon crew socks. All have become a symbol of status and community, and yet it is still “just a sock.” Get creative with different colors, slogans or logos to accent every step.

January is great time to start new adventures, and make sure marketing fitness products is one of those adventures this upcoming year. To find more products that are worth kickstarting sales and new habits, discover our list of possibilities in ESP.