The Official Gymshark Story: A Journey from Local Gym to Global Phenomenon

Warming Up:
The Gymshark journey, unlike any told before, began modestly in a Birmingham gym with Ben Francis and friends, under less than ideal lighting, lifting weights without a glimpse into the future they were about to create. This was no scripted drama; it was the real, gritty beginning of Gymshark.

Ben Francis, balancing university lectures, pizza delivery, and late-night gym sessions, craved a piece of the fitness industry. His early ventures into workout apps and social networks saw moderate success, but it was the birth of Gymshark in 2012 that marked the real start. Without financial backing, Gymshark’s initial model was to drop-ship performance supplements, marking the humble beginning of a global brand.

Lift Off:
Gymshark’s growth wasn’t strategized through conventional marketing but through genuine passion for fitness and community. The brand’s early marketing, sending products to lifting heroes like Lex Griffin and Matt Ogus, unknowingly pioneered what we now recognize as influencer marketing. This approach, rooted in genuine admiration and community building, set the stage for exponential growth.

In 2013, Gymshark made a significant leap by investing everything into a small stand at the BodyPower expo. This move, fueled by instinct rather than assurance, paid off spectacularly. Gymshark’s presence at the expo was not just noticed but became a hub of energy, community, and inspiration, changing the expo scene forever.

A New Era:
The launch of the Luxe Tracksuit at BodyPower 2013 marked another milestone. Representing Gymshark’s commitment to quality and design, the Luxe Tracksuit’s debut turned heads and opened wallets, skyrocketing Gymshark’s sales from £300 per day to £30,000 in just 30 minutes.

student work for PR 524