Blog
Gymshark: From Garage Startup to Global Fitness Brand
Gymshark was founded in 2012 by Ben Francis, a 19-year-old fitness enthusiast, and his high school friends. They began by dropshipping fitness supplements but soon realized there was a gap in the market for stylish and functional gym apparel. The company pivoted to designing and manufacturing its own line of gymwear. Initially, all products were hand-sewn by the founders in a garage. Gymshark’s initial launch strategy focused on small-scale production and direct engagement with fitness influencers who represented their target audience.
Advertising:
Gymshark leveraged the power of influencer marketing before it became mainstream. They sent free products to popular fitness YouTubers and Instagram influencers, who would then promote the brand to their followers. This grassroots approach to advertising allowed Gymshark to reach a wide audience without the need for significant upfront investment in traditional advertising channels. They also used Facebook and Instagram ads to promote their products, focusing on high-quality visuals that showcased their apparel in action.
Marketing:
Gymshark’s marketing strategy was heavily focused on social media. They built a strong presence on Instagram, which was crucial in engaging with their target audience—fitness enthusiasts and bodybuilders. The brand emphasized the lifestyle aspect of their products, using aspirational imagery and content that resonated with the fitness community. They also hosted events like the Gymshark pop-up stores and “meet and greets” with influencers, further strengthening their community ties.
Brand Building:
The brand was built on the idea of creating a community of like-minded individuals who are passionate about fitness. Gymshark’s branding is clean, modern, and closely tied to the fitness culture. The use of influencers as brand ambassadors helped establish Gymshark as an aspirational brand within the fitness industry. The company also focused on creating high-quality, functional, and stylish products that met the needs of their target audience.
Audience Oriented:
Gymshark specifically targeted fitness enthusiasts, bodybuilders, and athletes. They understood their audience’s needs and preferences and created products that were both stylish and functional. Their marketing messaging consistently reinforced the idea of being part of a community, which resonated strongly with their audience.
Scaling:
Gymshark scaled quickly by continuously expanding their product line and increasing production capacity. They also entered new markets internationally, using eCommerce as a primary channel to reach customers around the world. The brand’s focus on direct-to-consumer sales allowed them to maintain control over their pricing, customer experience, and brand identity.
How They Did It:
Gymshark’s success can be attributed to their early adoption of influencer marketing, their focus on community building, and its commitment to understanding and meeting the needs of their target audience. By using social media to connect directly with consumers, they were able to grow rapidly and become a global brand within a few years.