From a small UK startup to a global fitness brand, Gymshark has mastered marketing. So, what exactly is Gymshark’s marketing strategy? Let’s get into it… 

Gymshark's Timeline

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The founder of Gymshark, Ben Francis, has a personal net worth of $1.3B, and he is in the Forbes 30 under 30 for Europe. However, it wasn’t always that way… 

2012: The ‘Official Gymshark Story’ states that in 2012, Ben was “lecture-attending at Aston University, pizza delivering across Birmingham and late-night lifting at the gym.”

Gymshark started as an idea between a group of friends who loved the gym and bought a website domain. They dropshipped stringers and supplements and sent products to their ‘heroes’ (yes, 2012 was 13 years ago *gulp* and an ancient time when ‘Instagram influencers weren’t really a ‘thing’). 

Unintentionally, Gymshark successfully carried out its first influencer campaign and built an engaged community of like-minded athletes. 

2013: Their clothing line was a hit, and they soon became the underdogs of the fitness clothing market, aided by highly idolised profiles endorsing their products. 

They took a risk and drained their bank account by reserving a spot for Gymshark at Bodypower 2013, and it paid off. The Gymshark stand was ‘the place to be’, with gym lovers flooding to share the infectious good vibes of the community. 

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2016: Gymshark was named the UK's fastest-growing company in The Sunday Times Fast Track 100. 

2018: The company was valued at over $1 billion, making it a market leader (and a far cry from the brand that started with a website domain and a dream). 

They also unveiled Gymshark HQ - located at Blythe Valley Business Park. Gymshark describes the building to be “across two floors with stunning infrastructure and architecture” and has “shared open spaces and private ideation spaces, our decadent in-house restaurant Refuel, sleep pods and treatment rooms…” 

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2019: The covers came off at ‘the best gym in the world’ - The Gymshark Lifting Club ‍- a place to train, host their community, and take content. 

2020: The year that sends shudders down spines. Covid hit and Gymshark took action by being there for the community - both inside and outside of their niche. They donated £180,000 to the NHS and whilst gyms remained closed, they helped keep the momentum going with home workouts. Kudos, Gymshark. 

2020 was also the year when screentime skyrocketed, and Gymshark hopped on the TikTok hype just in time, with relatable content that contributes to their overall goal of having an engaged fitness community. Now, their TikTok follower count stands at a mighty 5.7M followers. 

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2022: Gymshark opened its first physical store on Regent Street which it describes as “more than a store. With workouts, hangouts, events, and nutrition, it’s a home for the fitness community”

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2022: Gymshark released "United We Sweat" - a video which focuses on building a gym community, focusing on shared values and common pain points (a community that is hosted by Gymshark).

2023: Gymshark released an athletic hijab for Muslim women. 

2024: Gymshark came back with a bang into the event space post-Covid with Lift: Miami. There were some huge guests from the fitness space, and incredible partnerships that resonated with their audience including Barry’s, Stanley and Liquid Death.

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Gymshark updated their tagline to ‘we do gym’. Marketers lost their minds. Simple, but effective. 

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Why is Gymshark so popular and what lessons can we learn?

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From the popular #Gymshark66 campaign to fitness expos in Miami, Gymshark is innovating in the online and offline fitness industry. But, what underpins their marketing strategy, and what can we take away from it?

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Build a Community, Not Just a Customer Base

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This is a biggie for Gymshark. 

Gymshark doesn’t just sell gym clothes - they’ve built a community of fitness enthusiasts (and this is something that they’ve done since day dot, not just as another ‘silver bullet’ marketing tactic). They’re not just chasing quick sales, they’re chasing serious LTV. 

Online, Gymshark’s social media strategy plays a crucial role in fostering this sense of belonging. They’ve created spaces where their audience can share workout tips, progress, and motivation. Being an early adopter of platforms like TikTok (one of the OG 2020 accounts) further cemented their digital presence.

YouTube adds another layer to its approach, offering value-packed content such as workout tutorials, motivational stories, and exclusive behind-the-scenes footage. Campaigns like ‘Change Your Life,’ which encouraged users to document their fitness goals and transformations, have further strengthened their community-focused ethos.

Offline, Gymshark’s pop-up stores and fitness expos bring their community together in real life. These events allow fans to connect face-to-face, meet influencers, and experience the brand’s culture firsthand. The combination of online engagement and offline experiences has turned Gymshark into more than just a brand - it’s a lifestyle.

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Use Events to Build Hype and Loyalty

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Gymshark took brand engagement to another level by hosting live events, like their famous pop-up stores and fitness expos. IRL events have been Gymshark’s bread and butter since the Bodypower days at NEC Birmingham in 2013, and now they’re hosting events around the world. 

From Brum to Miami - these events have always created a massive buzz, turning their digital community into a real-life experience. This ‘offline’ approach makes their brand and community more tangible and builds loyalty (read more about this ‘community-first’ and events approach here).

Experiencing something in real life makes customers and their community feel closer and more connected to the brand, and they are more likely to see it as part of their identity. 

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Define an Influencer Strategy (Fun fact: Gymsharks influencer strategy was born in 2012)… 

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2012 - the year ‘Call Me Maybe’ by Carly Rae Jepson was released, and your Instagram feed looked a little like this…

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…and also the year Gymshark started their influencer journey, which would eventually earn them millions. 

Gymshark was one of the first e-commerce brands to recognise the power of influencer marketing in the fitness space. In their beginning years, they partnered with fitness influencers and athletes who aligned with their brand, allowing them to grow quickly.

By strategically selecting influencers with engaged, niche followings, they boosted credibility and brand awareness. 

Now, a major element of Gymshark’s influencer marketing strategy is that when they restock or launch a new product, “its ambassadors count down and showcase the new launches on their social channels, to create online buzz and to encourage fans to buy immediately”. This technique has meant that pre-release launches have had so much hype, that they “had queues lasting 6-8 hours.”

Influencers are also incorporated into a thorough paid media strategy, with influencers tagged for further social proof. This ensures that their audience is immediately shown that the brand is favoured by high social profiles (often making it more desired). 

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Know Your Niche Inside and Out

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Gymshark’s success lies in its deep understanding of its niche audience: fitness enthusiasts with a focus on gym culture. This expertise has allowed them to innovate and cater directly to their community’s needs. For instance, the introduction of their scrunch leggings was a game-changer. These leggings not only addressed functional needs but also tapped into the aesthetic preferences of their audience, quickly becoming a best-seller.

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Similarly, their "We Do Gym" campaign celebrated gym-goers' dedication and passion. By aligning their messaging with the lifestyle and values of their target audience, Gymshark solidified their position as a brand that truly understands and represents their customers.

This focus extends across their products and marketing efforts, ensuring everything from their designs to their campaigns resonates deeply with their audience (find out more about how to cater to the ever-changing wellness industry here). 

Within their paid ad campaigns, Gymshark caters to their audience and understands their pain points. For example, the campaign below targets the lifting community, with clothes designed specifically for them, in a handy ‘starter-pack’ which is perfectly timed with New Year. 

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Engage with Your Audience 24/7

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Gymshark’s social media game is unparalleled. They actively engage with their audience by responding to comments, reposting user-generated content (UGC), and making their followers feel valued. For example, their Instagram account frequently features transformations and workout clips from customers, showcasing real-life success stories. On TikTok, they interact with trends and challenges, often collaborating with followers to create viral moments.

Beyond reposting, Gymshark uses direct communication to connect with its audience. Their quick and personal responses to DMs and comments make fans feel heard and appreciated. Campaigns like their "66 Days: Change Your Life" also invite users to share their fitness journeys, celebrating these achievements across Gymshark’s platforms.

This consistent interaction not only builds trust but also creates a sense of inclusion. Gymshark’s audience doesn’t feel like customers; they feel like an integral part of the brand’s story.

Exclusive Drops and Product Hype

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Gymshark has mastered the art of anticipation. Their limited-edition drops are teased with sneak peeks, countdowns, and exclusive influencer previews. By building buzz through their ambassadors and social media channels, they create a sense of urgency that drives immediate action.

One memorable example was the launch of their women’s line, which saw two-thirds of sales in 2020 coming from female customers. The buildup to this drop included sneak peeks on Instagram Stories, influencer try-ons, and countdown timers. Influencers were integral to creating excitement, often showcasing their favourite pieces ahead of the launch and encouraging followers to “set reminders” for the release.

Another iconic example is Gymshark’s limited-edition collaborations, such as the Nikki Blackketter and Whitney Simmons lines. These collaborations not only leveraged influencer popularity but also created exclusivity, with items selling out in minutes. Gymshark’s strategy of hosting exclusive in-person events, like pop-up shops where limited items are first available, adds another layer of excitement.

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Conclusion

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Gymshark’s success is no accident. Their focus on community-building, authentic influencer partnerships, and strategic event marketing offers invaluable lessons for brands looking to replicate their winning formula.

Ready to up your marketing game? 

Gymshark does gym, we do e-commerce marketing. 

Get in touch.

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