When does Switzerland buy gym clothes, what does it wear to train, and is there a language divide in the gym? For the Gym Report Switzerland 2026, we analyzed over 10,000 orders from all over Switzerland, from Geneva to Chiasso, as of the end of October 2026. The result: Switzerland shops on Monday evenings, in winter and in black. There is no divide between the language regions when it comes to color, and Ticino trains sleeveless.
Key takeaways
- Winter beats summer. In December, Switzerland orders almost twice as much gym wear as in June. A third of the year's orders fall in November, December and January.
- Monday is Switzerland's gym day. Monday brings around 40% more orders than Saturday.
- The busiest hour is 9 p.m. More than one in four orders comes in between 7 and 11 p.m.
- 44% of all clothing is black. Practically the same in French-speaking Switzerland: when it comes to color, the language divide disappears.
- Ticino trains sleeveless: sweatpants sell 60% less often, while stringers, tank tops and shorts sell a good third more often than the Swiss average.
Contents
The Season: The Summer Body Gets Its Gear in Winter
Summer is supposed to be fitness season. Our data shows the opposite. The strongest months of the year are November, December and January. Together, these three months account for a third of all orders. In December, Switzerland orders almost twice as much gym wear as in June, right before the summer holidays.
Part of that is gifts, since Black Friday and Christmas fall in this period. But January also stays clearly above the yearly average, and hardly anyone buys presents in January. It's the month of resolutions: new year, new routine, new gear.
HoodiesFor the months when the work beginsShop hoodies
SweatpantsFrom training straight into the eveningShop pants
The Weekly Rhythm: Monday Is Gym Day
Every gym knows Monday is International Chest Day. Our data shows it's also shopping day. Monday is the strongest ordering day of the week, closely followed by Tuesday and Sunday. From there, the curve drops day by day until Saturday. Monday brings around 40% more orders than Saturday.
Our take: on Sunday evening, Switzerland plans its week, and on Monday it puts the plan into action. Saturday belongs to life outside the gym and away from the screen.
The Time of Day: People Buy After Training
The busiest hour of the day is 9 p.m., just ahead of 8 p.m. More than one in four orders comes in between 7 and 11 p.m., right after the evening workout. Mornings are quiet: between 6 and 9 a.m., not even one in ten orders comes in.
And the night owls? One in fourteen orders arrives after 11 p.m. The quietest hour in Switzerland is 4 a.m.
Orders by time of day
Share per hour, Swiss local time
Highlighted in dark: 7 to 11 p.m.
The Color: No Language Divide on Black
44% of all clothing Switzerland buys from us is black. Almost one in two pieces. A language border runs between German- and French-speaking Switzerland, the famous Röstigraben, but you can't see it in the color: in French-speaking Switzerland, the share is 41%, practically the same.
Part of this reflects our range, since many styles come in black. But the number also says something about training: black is to the gym what the white shirt is to the office. It goes with everything, every day, from training to the street.
T-shirtsThe foundation of every workoutShop T-shirts
BackpacksFrom the gym into everyday lifeShop backpacks
Ticino Trains Sleeveless
Switzerland's sunny south lives up to its reputation. In Ticino, sweatpants sell 60% less often than the Swiss average. Instead, stringers, tank tops and shorts land in the cart a good third more often. South of the Gotthard, people train in less and show more shoulder.
StringersOld school, sleeveless, made for heavy setsShop stringers
ShortsFor leg days and warm eveningsShop shorts
“The summer body is built in winter. Switzerland buys its gear when the work begins, not when it starts to show.”
Gym Generation
How We Analyzed the Data
Methodology
- Data: over 10,000 orders from the Gym Generation online store shipped to addresses in Switzerland, as of the end of October 2026. For the seasonal comparison, we only use full calendar years.
- Regions: assigned by the postal code of the shipping address. French-speaking Switzerland = postal codes 1000 to 1999 (Vaud, Geneva, Fribourg, Lower Valais; the German-speaking part of Fribourg is included). Ticino = postal codes 6500 to 6999 (including the Mesolcina valley).
- Regional comparison: a category's share of all items purchased in a region, divided by its share across all of Switzerland. 1.0 equals the Swiss average. Returns are excluded.
- Ticino: the data set is smaller than in the other regions. The differences shown are clear but should be read with appropriate caution.
- Color: determined from the product name, men's clothing only. The figure also reflects how many styles come in black.
- Time and day of the week: time of order in Swiss local time.
- Privacy: only anonymized totals were analyzed. No data on individual customers was used or published.
Gym Report Switzerland: FAQ
When does Switzerland buy the most gym clothes?
In winter. November, December and January together account for a third of all orders. In December, almost twice as much is ordered as in June.
Which day of the week do people buy the most gym clothes?
Monday. It's the strongest ordering day of the week, Saturday the weakest. Monday brings around 40% more orders than Saturday.
What time of day does Switzerland buy gym clothes?
Mostly in the evening. The busiest hour is 9 p.m., and more than one in four orders comes in between 7 and 11 p.m.
What color does Switzerland wear to the gym?
Black. 44% of all clothing purchased is black.
Is there a language divide in the gym?
Not when it comes to color. In French-speaking Switzerland, 41% of the clothing purchased is black, compared with 44% nationwide. The difference is practically zero.
What does Ticino wear to the gym?
Short and sleeveless. In Ticino, sweatpants are bought 60% less often than the Swiss average, while stringers, tank tops and shorts are bought a good third more often.
Where does the data in the Gym Report Switzerland come from?
From over 10,000 anonymized orders from the Gym Generation online store shipped to addresses in Switzerland, as of the end of October 2026. Regions were assigned by postal code.
Switzerland trains in black, shops on Monday evenings and thinks about summer in winter. From Geneva to Romanshorn, it wears the same color, and Ticino shows some shoulder. As different as the regions are, the pattern is clear: people who train stick with it, all year round.
We'll take another look next year.
Gym. Street. Everyday.
About the Gym Report Switzerland
Gym Generation is a Swiss gym brand, making gym apparel and training gear since 2013. More than 60,000 customers train in our clothing. The Gym Report Switzerland analyzes our own anonymized order data and is published every year.
Feel free to cite it: please credit “Gym Report Switzerland 2026, Gym Generation” and link to this page.
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