Like Apple, Microsoft, Google, Amazon, and many other revolutionary companies, Gymshark had humble beginnings– it was started in the founder’s parent’s garage.
When Ben Francis, only 19 when he started Gymshark, he had no intention of creating a global brand. He started the company with a few friends back in 2012 as a way to get more involved with the fitness industry. Now, just nine years later, Gymshark is valued at over a billion dollars.
There’s no question that Gymshark serves as a universal example of how to build a massively successful brand. Here are five things that helped Gymshark quickly outpace the competition and become one of 25 companies in UK history to achieve unicorn status.
Staying True to their Target Niche
One of the most important pillars of any successful business is to establish a rock-solid target niche. That’s exactly what Gymshark did from the start.
As an avid gym-goer, Ben spotted a gap in the sports apparel market. At the time, there were few companies out there that were offering functional and fashionable gym wear at an affordable price.
Ben understood that young people, like himself, wanted to look good at the gym. However, most high-quality, fashionable gym apparel lacked affordability and didn’t appeal to a younger demographic. The teenage entrepreneur took it upon himself to fill this gap. Since day one, Gymshark has catered exclusively to young gym-goers, ages 16-30, who want fashionable and effective workout attire.
How committed was Ben to manufacturing exceptional sports apparel?
So committed that he learned how to sow and produced the very first Gymshark apparel by hand.
The brand owes much of its success to the founder’s devotion and unwavering commitment to producing flattering and functional performance wear for fellow fitness fanatics.
Developing an Innovative Marketing Strategy
Believe it or not, Gymshark was one of the first companies to tap into the power of influencer marketing. This played a large role in the company’s success and continues to be a central part of its marketing strategy.
Around the time Gymshark was just getting started, fitness influencers were becoming popular on Instagram and Youtube. Ben, passionate about fitness, describes being obsessed with popular fitness vloggers like Scott Herman, Steve Cook, and Lex Griffin. As a massive fan, he sent several vloggers Gymshark merchandise in the hopes that they would like his product and wear it in a vlog.
This strategy turned out to be incredibly effective, and from there the first ‘Gymshark athletes’ were born.
Although ‘Influencer Marketing’ is now common practice, it was Ben’s genuine admiration for these athletes that helped his company gain traction with this revolutionary marketing strategy.
Providing Unparalleled Customer Service
Ben maintains that running Gymshark has never been about the money. What the founder truly cares about is meeting customer needs. This focus on customer service was made clear in November of 2015. Gymshark’s website went down for 8 hours during their Black Friday sale- one of the company’s two major annual sales- making it impossible for customers to shop.
Instead of cutting their significant losses, Gymshark’s founder responded by hand-writing 2500 personalized letters to customers who were unable to purchase during the crash, offering extended discounts on their merchandise.
This level of customer service is what has set Gymshark apart and helped earn the trust of their customers.
Focusing on Building Relationships
Beyond their exceptional customer service, Gymshark increased brand loyalty by focusing on building relationships. The company is known for fostering connections with its customers and athletes through its offline meet-ups, expos, and pop-up shows.
During these wildly popular events, fans can meet their favorite Gymshark athletes, partake in fun activities, and shop the latest merchandise. However, there’s a deeper purpose to these events. Customers come away with a sense of belonging like they are part of one big gym shark family.
Ben explains his vision in an interview with Draper’s Magazine saying,
“If I wanted to meet, say, a Nike[-sponsored] athlete, the closest I’m likely to get to them is if I pay to go to a football game and see them from the stands. We want our team to be as accessible as possible to the wider Gymshark community.”
Creating this strong sense of community on a large scale has been an integral part of the company’s success.
Being Surrounded by the Right People
It takes a village to build a billion-dollar company (or just about.) Although Ben is the founder and majority stakeholder, he’s the first to admit that he couldn’t do it alone. In fact, in the early days, having the support of his close friends and family was what allowed Gymshark to grow so rapidly.
In his Youtube video, ‘How I started the UK’s Fastest Growing Company: My Gymshark Story,’ Ben tells the story of Gymshark’s first appearance at the UK’s BodyPower expo. The booth was so busy that two of his friends skipped their final university exams to come help out.
It’s this type of support that’s helped Gymshark reach the big leagues. Without it, Gymshark might never have gotten off the ground.
In 2017, Ben appointed Stever Hewitt as CEO. Ben admits that he needed to bring a more experienced hands-on board to take Gymshark to the next level. Ultimately, it’s Ben’s willingness to prioritize the growth of his company over ego that’s helped this 20-something scale his company to a $1.3 billion valuation.
Ben lives by the philosophy that “You need to be constantly around people who give you a reality check, people who are better than you.” It’s this philosophy that’s helped his company grow immensely.
Final Take-Away
Throughout his Gymshark journey, Ben Francis has been adamant about two things: staying humble and being a visionary. Ben’s journey reminds us that great ideas are just the start, you have to be truly committed to creating value for your customers and staying true to your brand.