In our most recent athleteReg webinar, Boost Your Bottom Line with Event Merchandise That Sells, three industry experts shared their firsthand strategies for building merch programs that work:
- Cimarron Chacon, founder of GRO Races
- Carol Beliveau, event director of The Psycho
- Kem Newman, custom apparel specialist at Giordana Cycling
Together, they broke down what it takes to turn apparel into meaningful income, no design degree required.
Start Small, Think Smart: Merchandise That Actually Sells
Both Cimarron and Carol emphasized that you don’t need to launch with a full product line. Start with one or two items that people genuinely want to wear, like hats, hoodies, or jerseys tied to your event’s identity.
“We sell everything from $3 stickers to $300 jackets,” Cimarron shared. “But most sales happen in that $30 to $40 sweet spot.”
Pro Tip: Don’t date your merchandise. “It’s the fastest way to end up with leftover inventory,” Cimarron advised. Instead, refresh your designs each season while keeping your visual theme consistent with a new colorway or small logo tweak to keep it fresh and collectible.
Want to dive deeper into setting up your merchandise store and pricing strategy? Check out our post Generate Additional Revenue With Strategic Event Merchandise for step-by-step tips on planning and selling event gear that participants actually want.
Sell at Registration: Catch Participants When They’re Excited
Kem from Giordana reminded event directors that timing matters. The best time to sell is when athletes are registering, when excitement and credit cards are both ready.
“That moment of registration is ideal,” Kem said. “People have their wallet out and their event mindset on. If it’s in front of them, they’ll buy.”
Carol has seen this firsthand. She sells jerseys directly through her BikeReg registration page, which keeps her process organized and drives pre-event sales.
“We make almost as much from merch as registration,” Carol said. “And we always see a second wave of FOMO orders right after the event.”
Plan Ahead: Treat Merch Like a Mini Event
Apparel takes time to produce, from design mockups to delivery. Carol opens registration in April for her October event and gives participants until July to order. Giordana works with event directors on realistic timelines to avoid last-minute stress.
“We start with when you need the product in hand and build the production timeline backward,” said Kem.
If you’re managing multiple deadlines already, think of your merch timeline as one of your critical event milestones, just like bib pickup or permit approvals.
Design That Connects: Keep It Wearable and On-Brand
Not a designer? No problem. Giordana provides complimentary design services with every order, and both Carol and Cimarron praised how easy it is to go from a concept to a professional product.
“I’m not artsy at all,” Carol laughed. “I sent them my rough idea, and they turned it into a jersey that everyone loved.”
Cimarron takes a long-term view of design. “We build continuity across years,” she said. “If you saw the full collection, it looks cohesive, but each piece still feels new.”
Keep the logo placement simple, skip the clutter of sponsor overload, and design something you’d wear outside the event weekend.
“Don’t think about promoting your brand,” Cimarron advised. “Think about what you would want to buy.”
Event merchandise doubles as your most visible form of advertising. When participants train in your kit or sport your hoodie at the local café, they’re sharing your event with the world.
Cimarron sells a third of her merch at registration, a third at the event, and a third after the event, through creative channels like local bike shop consignment and Black Friday promotions.
“It’s free marketing,” Kelly noted in the webinar. “You’re growing your brand every time someone wears your gear.”
Key Takeaway
Start small, plan smart, and promote early. Have your merchandise ready to go when registration opens so you can capture interest while excitement is high.
Don’t be afraid to add event merchandise and test it out. Even one great item can help you build community, boost your revenue, and give participants something to proudly wear long after race day.
Ready to add merchandise to your event?
Log into your event dashboard to add merch to your registration page, or request more information about setting up your event registration page.
If you’d like to see Giordana’s quality firsthand, request a Fit Kit or schedule a custom consultation with their team.
