This article provides a practical, insight-driven roadmap for building a strong go-to-market approach in the sporstwear industry.

Understanding the Sportswear Market

Before defining your go-to-market strategy, it is essential to examine the sportswear market and analyze its growth potential. Doing so will help you identify the right market segments and understand the preferences and trends of your potential customers.

Key Market Segments

The sportswear market can be divided into several segments, including performance sportswear, athleisure, and fitness wear. Performance sportswear is designed for athletes and sports enthusiasts who require high-performance clothing that is breathable, moisture-wicking, and provides support. Athleisure is a trend that combines athletic wear with leisure wear, creating a comfortable yet stylish look that can be worn both in and out of the gym. Fitness activities such as yoga, Pilates, and dance, and require clothing that is flexible, lightweight, and comfortable.

Segmenting the market can help you create a more targeted marketing campaign that resonates with your customers. By understanding the needs and preferences of each segment, you can create products that meet their unique requirements and differentiate yourself from competitors.

Market Size and Growth Potential

The sportswear market is rapidly growing, and it is expected to reach $547.7 billion by 2024. The growing populartity of fitness and health-oriented lifestyles is fueling this growth, and it provides an excellent opportunity for sportswear brands to capture a significant market share. With the rise of social media and influencer marketing, sportswear brands can leverage these platforms to increase brand awareness and reach a wider audience.

Additionally, the COVID-19 pandemic has accelerated the growth of the sportswear market, as more people are working from home and engaging in outdoor activities. This trend is expected to continue, and sportswear brands can capitalize on it by creating products that cater to the changing needs of consumers.

Consumer Preferences and Trends

Consumers are seeking functional, high-quality sportswear that provides comfort and durability. In recent years, there has been an increasing demand for sustainable and eco-friendly sportswear that is made of recycled materials. This trend is driven by consumers’ desire to reduce their environmental footprint and support brands that share their values.

In addition to sustainability, consumers are also looking for stylish sporstwear that can be worn both on and out of the gym. This trend has led to the rise of athleisure, which combines functionality with fashion. Brands that can strike the right balance between performance and style are likely to succeed in the sportswear market. Consumers are looking for clothing that incorporates innovative features such as moisture-wicking fabrics, compression technology, and temperature regulation. Brands that can incorporate these features into their products are likely to appeal to tech-savvy consumers who demand the latest and greatest in sportswear technology.

Defining Your Target Audience

Understanding your audience is critical for creating a successful go-to-market strategy. Identifying your ideal customer, segmenting the market and positioning yourself accordingly will give you an edge over competitors.

However, before you can identify your target audience, it’s important to understand the importance of doing so. By knowing your target audience, you can tailor your marketing efforts to their needs and preferences, resulting in a more effective and efficient campaign.

Identifying Your Ideal Cunsomer

When identifying your ideal customer, it’s important to take into consideration their interests, demographic, and psychographic factors. Conducting market research can help you gain insight into what motivates your customer to buy and what challenges they face.

For example, if you’re selling a product that helps with stress relief, your ideal customer may be a working professional who is constantly under pressure and looking for ways to manage their stress levels.

Market Segmentation and Positioning

Once you have identified your ideal customer, it’s important to segment your market based on needs and preferences. This will allow you to tailor your marketing efforts to each specific segment, resulting in a more targeted and effective campaign.

Positioning yourself among competitors is also crucial. Highlighting your unique selling proposition and creating an emotional connection with your customers can set you apart from your competitors and make your product or service more appealing.

For example, if you’re selling a natural skincare product, you may position yourself as a company that values sustainability and ethical souring, creating an emotional connection with customers who prioritize these values.

Creating Customer Personas

Creating customer personas based on the information you have gathered about your ideal customers can be a helpful tool in understanding your customer;s needs, challenges, motivations, and buying behavior.

For example, if you ideal customer is a working prefessional looking for stress relief, your customer persona may be named “Stressed-out Strve” and include information such as his age, job title, income, and hobbies. This persona can then be used to tailor your marketing efforts specifically to Steve’s needs and preferences.

In conclusion, understanding your target audience is crucial for creating a successful go-to-market strategy. By identifying your ideal customer, segmenting the market, and creating customer personas, you can tailor your marketing efforts to their needs and preferences, resulting in a more effective and efficient campaign.

Analyzing Competitors

In today’s highly competitive business landscape, it is crucial to stay ahead of your competitors. One way to do this is by analyzing their strengths and weaknesses, and identifying what strategies work for them. By doing so, you can gain valuable insights that can be used to improve your own business and gain a competitive edge.

Identifying Key Competitors

The first step in analyzing your competitors is to identify who they are. This can be done by researching companies that offer similar products or services to yours. Once you have identified your key competitors, you can evaluate their market position, target audience, marketing channels, product differentiation, pricing strategy, and more.

For example, if you run a small coffee shop, your key competitors might include other local coffee shops, as well as larger chains like Starbucks and Dunkin’ Donuts. By analyzing these competitors, you can gain a better understanding of the local coffee market and how you can position your business to stand out.

Assessing Competitors’ Strengths and Weaknesses

Once you have identified your key competitors, the next step is to assess their strengths and weaknesses. This can be done by analyzing their market position, pricing strategy, marketing channels, product quality, and customer feedback.

For example, if one of your competitors has a strong market position due to their high-quality products, you may want to focus on improving the other hand, if a competitor has a weak pricing strategy, you may be able to gain an advantage by offering more competitive prices.

Learning form Competitors’ Strategies

Finally, it is important to examine your competitors’ marketing strategies, product launches, and pricing strategies. By doing so, you can learn from their mistakes and successes, and improve upon their ideas.

For example, if a competitor recently launched a successful marketing campaign, you may want to study their approach and apply similar tactics to your own marketing efforts. Similarly, if a competitor has a unique pricing strategy that sets them apart from others in the market, you may want to consider adopting a similar approach.

Overall, analyzing your competitors is critical component of any successful business strategy. By identifying your key competitors, assessing their strengths and weaknesses, and learning from their strategies, you can position your business for long-term success and growth.

Developing a Unique Value Proposition

In today’s highly competitive market, it’s more important than ever to have a unique value proposition that sets your sportswear brand apart from the rest. Your unique value proposition should be the foundation of your go-to-market strategy, encompassing your brand messaging, product differentiation, and pricing strategy.

Product Differentiation – Sportswear

Creating products that stand out from your competition is key to building a successful sportswear brand. To achieve this, you need to foucs on functionality, material, quality, and durability. By using high-quality materials and sustainable, eco-friendly options, you can align your brand with your customers’ preferences while also standing out from the competition.

For example, you could use recycled materials to create your sportswear products, which not only helps the environment products, which not only helps the environment but also appeals to customers who are environmentally conscious. You could also focus on functionality by creating sportswear that is designed for specific activities, such as running, yoga, or weightlifting.

Branding and Messaging

Creating a powerful brand and messaging that resonates with your target audience is essential to building a successful sportswear brand. Your brand should teel a story that people can connect with emotionally, creating an emotional bond that evokes action.

For example, you could create a brand that focuses on empowering women to feel confident and comfortable while working out. You could use messaging that emphasizes the importance of self-care and self-love, encouraging women to prioritize their health and wellness.

Pricing Strategy

Your pricing strategy should reflect the value of your products while also taking into account your customers’ budgets. It’s important to find a balance between pricing your products too high and undervaluing your brand.

For example, you could offer a range of products at different price points, from high-end luxury items to more affordable options. You could also offer discounts and promotions to incentivize customers to try your products.

In conclusion, developing a unique value proposition is essential to building a successful sportswear brand. By focusing on product differentiation, branding and messaging, and pricing strategy, you can create a brand that stands out from competitors, connects with customers, and captures a significant market share.

This article breaks down everything brands and designers need to know about GSM, how it is regulated, and hot to choose the right GSM for your collection.

What Is GSM?

GSM = Grams per Square Meter
It is a standardized measurement that indicates the weight or density of a fabric.

In simple terms:

• Higher GSM = thicker, denser, heavier fabric
• Lower GSM = lighter, thinner, more breathable fabric

For example:

• Lightweight yoga tops might use 160-200 GSM
• Standard leggings use 220-260 GSM
• High-support or winter leggings may use 280-350 GSM

GSM does not directly equal quality — but it does determine how the fabric performs.

How Is GSM Determined? (The Industry Standard Method)

The textile industry follows a regulated, standardized testing method–usually based on ISO, ASTM or GB/T standards — to ensure GSM measurement is accurate and consistent.

Step 1: Cut a Fabric Sample

A specific tool called a GSM Cutter is used.
It cuts a perfect circular fabric swatch of 100 cm² (10 cm x 10 cm equivalent).

Step 2: Weight the Sample

The circular fabric piece is placed on a precision digital scale, measured in grams.

Step 3: Convert to GSM

Because the swatch is 1/100 of a square meter:

GSM = Sample Weight (g) x 100

Example:
If the test swatch weights 2.5 grams, then:

GSM = 2.5 x 100 = 250 GSM

This process ensures fabric mills, brands, and manufacturers speak the same technical language, regardless of country or factory.

Why GSM Matters in Activewear & Yoga Wear

1. Opacity & Squat-Proof Performance

Women’s leggings typically require GSM 240+ to avoid transparency.
Lower GSM can fail squat tests.

2. Support & Compression

Higher GSM fabrics (260-320 GSM) offer:

• Stronger compression
• Sculpting effect
• Better elasticity retention

Perfect for performance bottoms.

3. Breathability & Comfort

Lower GSM fabrics (160-200 GSM):

• Feel cooler
• Enable airflow
• Are ideal for tops pr summer wear

4. Durability & Pilling Resistance

Higher GSM often improves:

• Abrasion resistance
• Lifespan
• Pilling performance

Especially important for activewear washed frequently.

5. Seasonal Use

• Summer active tops: 160-190 GSM
• Everyday leggings: 220-260 GSM
• Winter yoga pants / fleece-lined: 280-350 GSM

Choosing the right GSM ensures the garment matches its intended climate.

Is a Higher GSM Better?

No. Although many marketing companies will have you believe that higher GSM is better.

All else being equal, higher GSM towel have more more microfiber, and are therefore more expensive. It will also also be thicker and will absorb more total liquid.

But, there are other factors that determine the quality of a towel.

The main factor is the quality of the yarn. Secondary factors are construction of the towel. The machines that the material is woven on. The precision of the fiber “splitting” process.

Lower quality microfiber material can be made to have a higher GSM and use less microfiber material, by utilizing a thicker “base layer” of 100% polyester.

Most microfiber material is made by weaving the surface yarn through a base layer. The surface yarn is the part of the material with pile, on the outside, that you feel. The base layer is the structure that the surface layer yarn is woven through.

It is possible to make less expensive and lower quality towels that feel heavier and weigh (higher GSM) more by using a thicker base layer yarn. For example, there are some towels in which the base layer is up to 50% of the total fabric weight.

How GSM Differs Across Fiber Types

GSM is influenced by fiber density. For example:

Activewear relies heavily on nylon and polyester blends because they achieve performance with lower weight.

GSM vs. Fabric Thickness: Not Always the Same

A common misconception:

“Higher GSM = thicker fabric.”

Not exactly.

Two fabrics can have:

• Same GSM but different thickness
• Same thickness but different GSM

Because:

• Fiber density varies
• Knit structure changes
• Finishes (brushed, peached) affect surface weight

Thus GSM is only one factor — brands should evaluate GSM + stretch + opacity + handfeel together.

How Brands Should Use GSM When Developing New Products

1. Define the product purpose

• Yoga: soft, stretchy, mid-GSM
• Running: lightweight, sweat-wicking
• Shapewear leggings: high GSM compression

2. Align with competitors

Benchmark bestsellers to understand market expectations.

3. Test GSM variations

Small changes (10-20 GSM) dramatically impact:

• Opacity
• COmpression
• Drape

4. Confirm with physical samples

GSM on paper is not enough-handfeel matters.

Recommended GSM Ranges for Activewear

Conclusion

GSM is a foundational concept in fabric selection–especially for activewear and yoga wear.
Understanding GSM helps brands breate products that align with performance needs, customer expectations, and market trends.

Whether you focus on compression leggings, soft yoga sets, or technical gym wear, choosing the right GSM ensures your garments achieve the perfect balance of:

✔ Comfort
✔ Performance
✔ Durability
✔ Functionality

Why are these two fabrics still preferred by most professional sportswear brands? What advantages do they hold over newer alternatives?

This article will give you a clear, in-depth explanation of how nylon and polyester perform in activewear, and how to choose the right one for your product or personal workout needs.

What Makes Polyester and Nylon Popular in Activewear?

Both fibers belong to the synthetic performance category and share several key advantages:

• Lightweight
• Strong elasticity (when blended with spandex)
• High durability
• Moisture-wicking ability
• Excellent color retention
• Suitable for both seamless and cut-and-sew construction

These characteristics make them ideal for leggings, sports bras, yoga tops, training shorts, cycling sets, and. athleisure.

Polyester in Activewear: Properties, Pros & Cons

Polyester is widely used in global sportswear due to its strength, sweat-management, and cost a efficiency.

Key Performance Features of Polyesyer

1. Superior Moisture-Wicking

Polyester fibers naturally repel water, which means sweat is drawn to the fabric surface and evaporates quickly.
✔ Best for high-sweat activities (HIIT, running, gym training)

2. Excellent Color Fastness

Polyester holds dye extremely well and does not fade easily.
✔ Ideal for bright colors, printed patterns, and digital sublimation

3. High Durability

Polyester resists pilling, tearing, and abrasion。
✔ Great for activewear requiring repeated wash and wear

4. Quick Drying

Polyester dries faster than nylon, improving workout comfort and reducing odor retention.

Limitations of Polyester

• Slightly less soft compared to nylon
• Can feel more “technical” or structured on the skin
• Has a slightly shinier appearance (depending on yarn type)

Nylon in Activewear: Properties, Pros & Cons

Nylon is known for its premium feel and superior softness, often used in luxury yoga wear and high-end athleisure.

Key Performance Features of Nylon

1. Exceptional Softness

Nylon has a naturally smoother fiber surface, creating a buttery, silky feel.
✔ Best for yoga, Pilates, daily athleisure

2. Strong Elastic Recovery

Nylon-spandex blends offer excellent stretch and shape retention.
✔ Enhances body contouring and comfort

3. High Abrasion Resistance

Although soft, nylon is incredibly durable and resists surface damade.

4. Natural Breathability

Nylon’s structure allows better airflow compared to polyester.

Limitations of Nylon

• Absorbs more moisture than polyester
• Slightly slower drying time
• More expensive (10-30% higher cost depending on yarn)
• Slightly more prone to color fading under UV exposure

Side-by-Side Comparison: Polyester vs. Nylon

Which Fabric Should Your Brand Choose?

Choose Polyester If You Need:

✔ High-sweat performance
✔ Strong moisture-wicking
✔ Cost-effective production
✔ Fast-drying garments
✔ Vibrant colors and printed designs

Ideal products:

• Training leggings
• Running tops
• Gym sets
• Men’s activewear
• Printed collections

Choose Nylon If You Want:

✔ Luxury hand-feel
✔ Sculpting fit with strong recovery
✔ Smooth, second-skin comfort
✔ Premium athleisure positioning

Ideal products:

• Yoga leggings
• Sculpt bras
• Lounge-inspired activewear
• Minimalist premium sets

Manufacturer Insight: What We Recommend

As an OEM/ODM activewear manufacturer, we typically guide our clients based on product intent:

For Yoga & Everyday Athleisure

➡ Nylon + Spandex (75/25 or 80/20)
Soft, silky, premium touch — ideal for boutique brands.

For HIIT, CrossFit, Running

➡ Polyester + Spandex (78/22 or 80/20)
Sweat-resistant, stable, and dries quickly.

For Sculpting or Compression FIt

➡ Nylon or high-GSM polyester blends (260-320 GSM)

For Eco-Friendly Brands

➡ Recycled polyester (rPET)
➡ Recycled nylon (ECONYL®)

Conclusion: Both Fabrics Have Their Place

There is no universal “better” fabric — only a better fabric for your purpose.

• Choose nylon for softness, stretch, and luxury feel.
• Choose polyester for sweat management, durability, and performance.

Understanding these differences helps brands produce garments that truly meet customer expectations and market positioning.

If you need material selection guidance, GSM recommendations, sample development, or custom activewear manufacturing, our team at CozyActive is always available to support you.