How Gymshark has turned the sportswear industry on its head
Gymshark is undoubtedly one of the most innovative companies in the world right now, creating a consumer-first brand, that has disrupted the traditional world of sportswear and turned it on its head.
Growing from one man in his garage to a global business worth almost £200 million as of last Summer, what Gymshark has done is extraordinary.
It has become the first sportswear brand to truly give consumers a voice, building a deep connection through the creation of a cult-like community and lifestyle, that millennials across the world have flocked too.
Gymshark has created the community which they longed for when they were young, a place to connect, meet world-class athletes and other members, and feel a sense of belonging.
Founder, Ben Francis’s approach to the business has also changed the game in how leaders interact with consumers to build a loyal and engaged fanbase. Whilst remaining authentic, and humble, Francis has created an access all areas social media presence, regularly vlogging with brand updates, entrepreneurial tips on how to scale a business and behind the scenes footage of life at GSHQ.
He has positioned himself as an outstanding role model for young people and created an aspirational brand that consumers want to be part of and of course, buy into.
Ben Francis has cited his huge ambitions for the future of his business, in creating a legacy, beyond selling fitness apparel. I think they are well on their way.
The 10 reasons Gymshark is the one to watch:
Investment into product development - Gymshark has recently opened a sourcing office in Hong Kong, and an innovation/production lab at their GSHQ to create and wear test their products, with a laser focus on areas of their business such as the development of their increasingly popular seamless styles.
Direct to consumer model - Gymshark, 8 years in, is still solely operating a D2C model, with complete ownership of their entire supply chain. This has given them full control of how they market and sell their products, allowing them to own a first-class sales strategy, create a huge buzz with new product drops, and organise 24-hour sales.
Agile and fast-moving business model - Gymshark can make decisions and act on them fast, gaining a huge advantage over brands like Nike and adidas who operate in large matrix-style organisations. With the ever-increasing demands from consumers, increased competition and the looming global recession, staying lean and reactive is key to their success.
Authentic and inclusive culture - Gymshark values its inclusive and diverse culture, stating that the gym should not be a place for stereotypes and discrimination, but a place to break free from them. They work with body positive activists, members of the LGBTQ+ community and show models of all shapes, sizes and races across their social media platforms and marketing.
Potential for exponential global growth - Gymshark is making huge headway with the USA (notoriously the hardest market to crack) and is now investing into international e-commerce sites, pop up retail, and a US office. The opportunity to scale is huge, as long as they balance the local vs global consumer and market needs, the sky is the limit.
Consumers are at the heart of everything they do - With endless ways consumers can interact, and share feedback on products, marketing, events and new partnerships, Gymshark has created an open dialogue, obsessing about their consumer in every detail of their business and involving them in every part of their journey.
Turning influencers into brand ambassadors - Back in 2012, Gymshark shunned traditional marketing methods and built real relationships with athletes before influencer marketing was a game-changing strategy. In 2020, they still hold partnerships with most of their original ambassadors which has landed them superior creditability, as well as giving them a first-class, sounding board for insights and testimonials when developing new product ranges.
Creation of an accessible & aspirational lifestyle through social media - Gymshark has understood the huge importance of building superior social media content across its many platforms and regularly shares enlightening blog posts, vlogs, athlete interviews, workout videos, recipes, travel tips and music playlists creating a lifestyle for consumers which is both aspirational and informative, supportive and accessible.
Creation of community events - From the very beginning, Gymshark has prioritised consumer-facing events, championing in-person connections with its wider family, whether that be with athletes or everyday consumers. And in 2020, quick to adapt to the growing numbers in their GS family, they have moved onto pop-ups, generating a buzz for the brand for both loyal and new consumers.
Creating a positive movement beyond the clothing - Gymshark has not only created an empowering movement to promote fitness to young people but they are also taking the critical mental health conversation seriously and have recently announced their new platform ‘Deload’ and, their partnership with The Mix. They want to support their consumers in every area of their life and spread the message that your wellbeing is as much mental as it is physical.