Have you ever walked into a studio and just known you weren’t leaving empty-handed?

Like the retail corner was whispering, “We made this for you. Go ahead, treat yourself.”

Yeah… same.

That’s me every time I walk into Pvolve. Including today, when I confidently walked in just to take class… and walked out with the cutest cropped, lightweight blue jacket that basically screamed spring.

I had zero intentions of buying anything.
I was there to move, sweat, feel strong.

But then it caught my eye.

That soft, breezy blue. The perfect weight. The kind of piece that says, “I’ve got my life together,” even when I absolutely don’t.

And of course—it was the last one in my size.
So you know it was meant to be.

Movement happened.
And so did a little spring wardrobe upgrade.
No regrets. Did I need it? Nope.
Did I already own something similar? Definitely.
Did I buy it anyway? You know I did.

Because here’s the thing—Pvolve doesn’t just sell clothing. They sell identity. That jacket wasn’t just a piece of merch—it was a piece of the brand. Of the experience. Of who I feel like when I’m in that space.

And I know you’ve had that moment too. That “this was designed with me in mind” moment that makes the purchase feel like a no-brainer.

That’s the kind of retail energy your studio should have.

Retail isn’t extra. It’s not separate from the experience. It’s part of the experience.
And when you do it right? It becomes a walking ad, a loyalty booster, and yes—a very real revenue stream.

Retail Should Speak for Your Brand—and Belong in Your Space

Every item on your shelf should say something about your brand.
Are you clean and minimalist? Wellness-forward? A little edgy and athletic? Or cozy and community-first?

If what’s on your shelves doesn’t match what’s on your website, in your voice, or in your classes—it’s time to reevaluate. Clients pick up on the disconnect. And if your merch doesn’t feel like an extension of the experience, it’s just… stuff.

Next time you’re tempted to grab a cheap logo tank in bulk, pause. Ask yourself:
Would you wear this? Would your best client? Would it make someone stop and ask, “Where did you get that?”

If not, don’t stock it.

And here’s the part that often gets missed: how retail shows up in your physical space matters just as much as what’s actually on the hanger.

When you walk into Pvolve, you feel the retail before you even see the front desk. It’s styled into the space like it was built to live there—soft lighting, clean lines, everything folded or hung in a way that invites you to touch it. It’s subtle, but it’s magnetic.

Bodybar does this beautifully too. The merch doesn’t fight the space—it fits it. Their retail looks and feels like part of the studio culture. You’re drawn to it because it’s already speaking your language.

Retail should feel like part of the welcome.
Not an upsell. Not an afterthought.
A natural part of the vibe that makes people think, “Oh yeah, this is me.”

Keep It Fresh (And Make It Feel Exclusive)

You don’t need a massive retail program. But what you offer should feel curated and timely. Think seasonal drops, intentional capsule collections, small batches that say “we planned this,” not “we got stuck with it.”

Retail should never feel like an afterthought.
It should be part of the vibe—woven into the experience, not stuck in a corner as an “oh yeah, we sell stuff too.”
It should feel current. Intentional.
And yes, it should give you that little hit of dopamine just for showing up.

As a studio owner, you can plan this in small waves—quarterly refreshes, paired with a new challenge, or timed with a shift in seasons. Rotate out the old stuff. Highlight what’s new. Build some anticipation, even if it’s just a new hoodie or a cute tote bag.

Retail = Walking Billboards (AKA Free Marketing)

Here’s the underrated genius of good retail: it leaves your building and shows up everywhere else.

Your branded hoodie at school drop-off? That’s a conversation.
Your candle in someone’s bathroom? That’s a vibe.
Your tote bag at Whole Foods? That’s placement.

It’s low-effort, high-impact brand awareness. And it works because it feels effortless—your clients just happen to love the product and the place it came from.

So choose pieces that represent your brand well. Make sure they’re actually useful, wearable, giftable. And then let your community do the marketing for you.

Know What They’ll Actually Use

You don’t need to guess what your clients want—they’re already telling you. Watch what they wear in and out of the studio. Listen to what they forget. Pay attention to the little things: what water bottles are on the floor, what snacks they grab, what hoodies they throw on.

You’ll quickly learn what belongs on your shelves.

If your clients are high-performance, wellness-obsessed types, you can lean into supplements, magnesium sprays, clean skincare. If they’re the “straight from the office to class” crowd, think dry shampoo, branded totes, sleek layers. And if they’re in full-on cozy girl era? That oversized crewneck is going to fly.

This doesn’t have to be complicated—it just has to be thoughtful.

Let Your Team Share, Not Sell

No one wants to feel like they’re being pitched to by their instructor. But people love a personal recommendation. That’s where your team comes in.

If your team actually uses the product, it becomes easy to talk about.
“This hoodie is the only thing I wear before 6am classes.”
“I keep this balm in my car—it’s a lifesaver after Sculpt.” “I’ve been burning this candle in the lobby all week. Members keep asking where it’s from.”

Make it personal, natural, and honest. If your team wouldn’t wear it or use it themselves, it probably doesn’t belong on the shelf.

You Don’t Need a Store—You Need a Strategy

This isn’t about turning your studio into a boutique. It’s about intentionally choosing a few things that elevate the client experience and support your brand outside your four walls.

Think one great hoodie. One hero wellness product. One fun seasonal item that your members didn’t know they needed—but now can’t live without.

Keep inventory light. Rotate often. Pay attention to what moves. Let it evolve with your community.

Final Word

Retail is not about the extra revenue (although, that part’s nice). It’s about deepening connection. About giving your clients a way to wear the experience. To remember it. To share it.

Because sometimes, that $78 jacket your client didn’t need?
That’s the thing that keeps them walking back through your doors.
And honestly? That’s the kind of business I want to be running.

I’m rooting for you,
With love and encouragement,
Beth

I’d love to hear—what role does retail play in your studio right now? Are you curating pieces your clients can’t leave without, or is it still sitting in the “someday we’ll figure it out” category?