Just use your gear enough and your nose will become desensitized.
Edit to be more useful: Keep your gear dry. Hang it out to dry as soon as you get home. Make sure you hang it out to dry or toss it in the dryer as soon as is done in the washing machine. If you just throw it in a pile it will stay wet for days and smell just like any wet laundry or linen would after a few days. If you let it sit for half a day in the washing machine before tossing in the dryer or hanging to dry it will smell like wet dirty laundry even after you dry it. So yeah, dry it as quickly as possible and you will wash it half as often.
Quick update, used a bottle of grange for 4 items and soak in warm water for 20 mins before starting the machine wash. After tumble dry for 30 mins, no use of any odor eliminator, the smell disappears.
I don't know what, if anything, it might do to various coatings, but I've found that a spray/soaking in anti-bacterial Mr.Clean type cleaning liquid will do it. It may smell like lemon or orange Mr.Clean for a while, but I think it kills the bacteria.