How Did GymShark Become A Billion-Dollar Brand in Just A Few Years?

GymShark is a British fitness apparel brand that has a net worth of approximately over one billion dollars. This brand started in 2012 as a small startup by two college-going friends, Ben Francis and Lewis Morgan. But how did GymShark, a garage-based small business, became one of the world’s biggest apparel brands?

Focus on the Consumer

Historically, we can see that every successful brand followed the motto of ‘customer is always right’. GymShark follows this motto to the dot. Their main audience is the youth, primarily 16-28-year-old, and they make sure to cater to this audience specifically. The probability of getting this group to buy more of their products by focusing on them is much more than trying to please all age groups and getting them to boost your sales. In 2015, GymShark’s website crashed during a sale and the owners sent handwritten apology notes and discounts to keep the customers’ loyalty.

Smart Marketing

GymShark has always used smart marketing strategies to appeal to the masses. With having the influencers on board, GymShark uses social media to its advantage and getting their product in front of the youth – their main consumers. Moreover, their collaborations with fitness influencers specifically tap into the fitness niche that is willing to pay handsome amounts for good quality products. The marketing strategies used by GymShark are not just smart, they also help build a relationship.

Communication

The company documents everything and the founder, Ben Francis, communicates a lot with the public. He puts himself out there for the world to see, making him and his brand interesting to the people. His YouTube channel is one of the platforms he uses to connect with people and makes them feel involved. The titbits of insights and snippets shared by GymShark on its Instagram also keep consumers hooked and help them interact.