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Gymshark's Social Media Strategy

Gymshark was founded in 2012 by Ben Francis and is now collectively managed by Steve Hewit, Steph Green, Dave Parry, Paul Richardson and Richard Chapple. It is a leading online workout apparel company that started using social media influencers to promote its products, beginning with bodybuilders. This led to explosive growth in sales. Gymshark then partnered with 18 fitness influencers on Instagram and YouTube with over 20 million combined followers to expand further into new markets like the US. The company now works with hundreds of influencers to promote through fitness-focused social media platforms.

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244 views1 page

Gymshark's Social Media Strategy

Gymshark was founded in 2012 by Ben Francis and is now collectively managed by Steve Hewit, Steph Green, Dave Parry, Paul Richardson and Richard Chapple. It is a leading online workout apparel company that started using social media influencers to promote its products, beginning with bodybuilders. This led to explosive growth in sales. Gymshark then partnered with 18 fitness influencers on Instagram and YouTube with over 20 million combined followers to expand further into new markets like the US. The company now works with hundreds of influencers to promote through fitness-focused social media platforms.

Uploaded by

rohit
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Introduction

Gymshark was founded in 2012 by Ben Francis and his friends while still at college. Today, this
company is collectively managed by Steve Hewit, Steph Green, Dave Parry, Paul Richardson and
Richard Chapple. Gymshark is a well-known online workout apparel company in the fitness industry.
Gymshark has a wide range of gym clothes for both men and women, including stringers, tank tops,
t-shirts, pants hoodies, shorts and leggings. Gymshark has been recognised as the fastest growing
and largest gym apparel brand in the UK. From the start, they have seen rapid growth and an ever-
expanding customer base of value. According to Gymshark (2017), Gymshark has hit one of the
remarkable milestones in which the company has officially sent out 1 million orders.

In addition, Gymshark has started to collaborate with some Youtubers and Instagrammers who wear
their clothes (Brusin, 2016). Gymshark has funded 18 world-leading Youtubers, Instagrammers and
bloggers with a cumulative social media following of 20 million.

The history of Gymshark and customer engagement is slightly different from other retailers.
Gymshark concentrated on appointing ambassadors with large social media followers. The
sponsorship of Gymshark is not only about the athlete, but also about how people can positively
influence others.

Corporate Strategy

From its outset, Gymshark has shunned traditional marketing strategies, banking instead on social
media and in particular on social media influencers.

The early social media influencers Gymshark used were famous body builders. This turned out to be
the start of Gymshark's explosive growth. Gymshark's fit tracksuits were worn by a lot of big names
in bodybuilding at the BodyPower exhibition in 2014. Instantly, sales of these tracksuits rocketed.

Gymshark quickly strengthened its social media strategy by promoting 18 fitness Instagrammers,
YouTubers and bloggers, who at the time had a combined 20 million followers. This helped the
company not only grow in the UK, but also break into foreign markets such as the incredibly lucrative
US market.

The company has further expanded its social media campaign, now encouraging hundreds of digital
fitness influencers to wear and promote their products online. Fitness social media has acquired a
strong track record, especially among millennials, who are the chief demographics of Gymshark. For
example, the subreddit R / Fitness content aggregator Reddit has over 6.5 million users, ranking it in
the top 50 subreddits. As such, using this strategy is incredibly clever.

Objective

Speak

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