In today’s competitive fitness and lifestyle market, launching your own custom sportswear, merch, and activewear line can be a powerful move for any startup entrepreneur. From building brand awareness to generating customer loyalty, bespoke sportswear offers unique opportunities to differentiate and scale.
In this guide, we’ll explore everything you need to know about designing, manufacturing, and marketing your own bespoke sportswear collection. Whether you’re starting from scratch or looking to elevate an existing brand, this article will help you make informed decisions and avoid costly mistakes.
Why Custom Sportswear Is the Future of Fitness Brands
The global activewear market is booming—projected to reach over £400 billion by 2030. Startups that embrace custom sportswear and branded merch gain an edge by offering unique, tailored products that reflect their values and appeal directly to their target market.
Product is king for any startup as you are assessed and judged by the quality and performance of the products you produce. Making your sportswear completely custom allows you to build the relevant required detail and quality your customers will expect.
Key Benefits of Bespoke Activewear for Startups
- Brand Identity: Custom activewear allows you to reflect your brand story through fabric, colour, fit, and performance.
- Customer Loyalty: Limited-edition or personalised items can create exclusivity and community.
- Sustainability: Work with partners that offer sustainable materials, trims, packaging and ethical manufacturing.
- Premium Positioning: High-quality, well-designed products increase perceived value and justify premium pricing.
Blue Associates Sportswear is the leading custom sportswear manufacturers, helping startups like yours bring activewear collections to life from concept to shelf. We help throughout the entire process from concept to logos, designs, tech pack, sampling, production and launch.
What Makes Great Custom Sportswear?
Not all bespoke sportswear is created equal. While many startups focus on logos and colours, quality activewear starts with fabric, fit, and functionality.
It’s simply not good enough to simply apply a logo to mediocre, white label garments and expect that to work. No established brand would ever do this, so why would a start-up think it would work for them?
Here’s what to consider when creating your range:
Fabric and Performance Matter
Using technical performance sportswear fabrics with sweat-wicking, 4-way stretch, and compression features is essential in today’s fitness market. Brands like Lululemon have built billion-pound empires on the back of high-performance fabrics. Your customers expect the same—don’t settle for generic textiles or white label garments.
Look for options such as:
- Recycled polyester or econyl blends
- Bamboo-based fabrics
- Tencel or Merino Wool
- Lightweight mesh panelling
- Antibacterial and odour-resistant finishes
- Sustainable trims and packaging
Design with Function First
Before the aesthetics, you must understand how the garment will be used. It’s important to understand what the athlete needs and this will determine the features, fit and fabrics.
For example:
- Gymwear should offer stretch and breathability
- Cycling kits need aerodynamic fits, chamois pads and gripper hems
- Yoga wear benefits from seamless or flatlock stitching
- Marine products need to be salt resistant
- Equestrian garments need to stretch and grip the saddle
Working with experienced partners like Blue Associates Sportswear ensures you receive both fashion-forward design and functionality.
We have been creating innovative sportswear garments since 1997 and have worked with over 500 brands across the world and every type of sporting activity.
Branding Your Custom Sportswear and Merch
Your branded activewear isn’t just clothing—it’s a storytelling tool. Every seam, tag, and print can reinforce your startup’s identity. Make sure the design is highly detailed and bespoke to your brand. This is where you can add personality to your products that leave the competition behind.
Logo Placement and Application Techniques
Common logo placements include:
- Left chest
- Back yoke
- Sleeve cuffs
- Waistband areas
Note that these are conventional placements, however, also consider placing your logo in unconventional areas to help the brand stand out. Branding your garments in this way will help make your brand stand out. The North Face have mastered this by branding every jacket on the back right shoulder in white. When you see this in the distance, you know its North Face without having to read the logo.
Choose from a range of branding techniques:
- Embroidery
- Heat transfer
- Silicone prints
- Woven labels
- Debossed trims
Pro Tip: Don’t overdo it. Minimal branding with high-impact design is trending, especially for premium positioning.
Women tend to like more subtle branding and the positioning of this should also be considered carefully.
Merch That Moves the Needle
Beyond activewear, consider custom merch like:
- Water bottles
- Tote bags
- Caps and beanies
- Resistance bands
- Towels and yoga mats
These add-ons enhance your brand visibility while providing additional revenue streams.
They are low cost items that are easy to add to the basket and help promote the brand as they get used a lot by your customers. Make sure the quality of these items match your values and the rest of the range.
Choosing the Right Bespoke Sportswear Manufacturer
A vital decision for startup entrepreneurs is selecting the right manufacturing partner. The wrong supplier can lead to delays, quality issues, or unsellable stock.
Remember, the manufacturer isn’t just the factory that stitch the garment. You also need to select the fabric supplier and quality, the trim and component supplier and also the packaging supplier.
Pro Tip: Many startups believe the factory should source the fabrics and trims. Note that this isn’t their expertise and you need to look at a factory as a builder of the products. You are the architect and therefore you need to source the fabrics and trims to guarantee quality and performance.
What to Look for in a Manufacturer:
- Experience with performancewear. Make sure they only produce sports garments
- Transparent minimum order quantities (MOQs)
- Ethical certifications (e.g. SEDEX, GOTS)
- Sustainable practices
Recommended: Choose a supplier that is open to work with startups and can scale with your growth. We pick up many brands that have started with a tiny factory and outgrow their capacity fast, leaving them stranded without a credible supplier.
Case Study: YKK is a trusted name in zippers and fasteners—working with suppliers that use such reputable components ensures long-term garment durability and quality. They also have the capacity to manage your large scale orders when you grow.
Budgeting for Your Custom Activewear Startup
Many startups make the mistake of underestimating the costs of producing custom sportswear and merch. Here’s how to break it down realistically.
Typical Startup Costs
- Design & Sampling: £3,000–£20,000+ depending on the style complexities and size of range
- Production Runs: £5,000–£50,000+ (depending on volume, number of styles and how difficult they are to produce)
- Branding & Packaging: £500–£4,000+
- Marketing & Launch: £2,000–£20,000+
It’s important to factor in your retail pricing strategy and margins from the start. Working with an experienced partner will help avoid overproduction or dead stock.
Pro Tip: Work with a supplier that can manage the project from start to finish. Try and avoid using designers that just manage the design and tech pack and most of the time, these are not suitable in terms of production margins as the designer isn’t experienced with production costs.
Marketing Your Custom Activewear Collection
With your product ready, it’s time to launch. Marketing your custom activewear effectively can make or break your success.
Build Pre-Launch Hype
- Share behind-the-scenes content
- Tease fabric swatches, logos, or samples
- Offer exclusive early access signups
- Gain followers on socials and newsletter sign ups
- Engage ambassadors
Influencer & Community Engagement
Collaborate with micro-influencers or fitness professionals who align with your values. A single authentic post can drive more results than paid ads.
Social Proof and Testimonials
Encourage early customers to share reviews, photos, and experiences wearing your bespoke sportswear. UGC (user-generated content) builds credibility fast.
Common Pitfalls to Avoid When Starting a Bespoke Sportswear Brand
Starting a custom activewear brand is exciting, but there are challenges that many startups face. Avoid these mistakes:
- Rushing to launch without proper testing
- Forcing suppliers to adhere to unrealistic timelines
- Ignoring fit samples and sizing reviews
- Overbranding or poor logo placement
- Choosing fashion over functionality
- Working with unreliable or low-cost factories
- Using designers without production experience and understanding of costings
- Not sourcing the fabrics and components yourself
If in doubt, partner with specialists who’ve helped over 300 startup brands go from sketchpad to store, like Blue Associates Sportswear.
Ready to Create Your Own Bespoke Sportswear Brand?
Launching your own line of custom sportswear, merch, or activewear is a bold but rewarding move. With the right strategy, partners, and positioning, your startup can stand out in a growing £400 billion+ industry.
Don’t waste time with trial and error. Work with a trusted, experienced manufacturer that can guide you through every step—from fabric to final stitch.
Contact us today to turn your vision into reality.
FAQ: Bespoke Sportswear for Startups
How much does it cost to produce custom sportswear?
Costs vary, but most startups should budget from £10,000–£30,000+ for initial development, sampling, and small production runs.
Can I order low quantities of bespoke activewear?
Yes. Some manufacturers, like Blue Associates Sportswear, offer low minimum order quantities ideal for startups testing the market. 150pcs per colour MOQ.
What fabrics are best for custom gymwear?
Look for moisture-wicking, stretchable, and breathable fabrics like recycled polyester, spandex blends, and bamboo for optimal performance and comfort.
How long does it take to launch a sportswear brand?
Typically, 10–16 months from design to delivery—depending on complexity and your manufacturer’s efficiency.