How Gymshark Dominated Fitness Apparel: A 2025 Digital Marketing Case Study

Gymshark, a pioneering fitness apparel brand, has built its global presence through innovative digital marketing strategies. With a focus on influencer marketing, community engagement, and social media dominance, Gymshark has transformed the fitness industry. Instagram and YouTube have been central to its success, positioning the brand as a go-to for fitness enthusiasts.

Aditya Shastri - Trainer at IIDE

Aditya Shastri

Lead Trainer & Business Development Head at IIDE

Updated on: Jul 16, 2025

6,357 views

About Gymshark

Gymshark logo

Ben Francis and Lewis Morgan, two best friends, founded Gymshark in 2012 as an e-commerce company selling fitness supplements. By 2013, they diverted to focus solely on making fitness apparel.

From a garage-based printing operation, Gymshark has become one of the fastest-growing fitness brands, known for its innovative performance wear and strong digital presence.

Similar to Puma's marketing strategy, Gymshark builds strong relationships with athletes and uses influencer marketing to boost global brand awareness.

Based in Solihull, England, Gymshark sells a wide range of fitness apparel worldwide.

About Gymshark

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Marketing Objective or Business Challenge:

Gymshark's primary marketing objective has been to create strong brand awareness, increase customer engagement, and foster loyalty within the fitness community. Rather than focusing on traditional advertising, the brand's goal has been to position itself as a lifestyle brand through social media and influencer collaborations. Gymshark’s challenge has always been to maintain its appeal while scaling to a global market, ensuring it stays authentic to its roots of fitness passion and community.

Buyers Persona:

Alisha Fernando

Age: 30 year old

Motivation

Seeking stylish, high-performance fitness wear that helps her achieve her fitness goals.

Interest & Hobbies

Fitness, bodybuilding, lifestyle apparel, health, wellness, and influencer culture

Pain Points

  • Tired of generic, poorly designed fitness apparel
  • Seeking motivation and inspiration within the fitness community
  • Struggling to find a fitness brand that aligns with their personal values and aspirations

Social Media Presence

Active on Instagram, YouTube, and TikTok

Marketing Channels Used by Gymshark:

1. Digital Marketing:

SEO & SEM: Gymshark ensures its website is optimised for search engines, making it easy for fitness enthusiasts to find its products when searching for workout gear or fitness apparel.

Data by Semrush 

gymshark semrush data

Social Media Marketing: Gymshark has achieved massive success on Instagram, where it collaborates with influencers to showcase its products in a relatable and engaging manner.

Content Marketing: Gymshark has fostered a loyal community by motivating people with its slogans and quotes. The brand’s YouTube channel provides workout tips, behind-the-scenes content, and interviews with influencers, helping it connect with its audience.

2. Influencer Marketing:

Gymshark has built strong relationships with fitness influencers, leveraging their social media influence to promote products authentically. This has been integral to the brand’s growth, turning influencers into Gymshark ambassadors.

nikki blackketer

Gradually, they began collaborating with various Instagrammers and bloggers for more reach. Gymshark looked for people who promoted fitness and later went on to collaborate with Influencers like Nikki Blackketter and Whitney Simmons. 

whiteny simmons

3. Partnerships:

Gymshark has collaborated with events like the BodyPower Expo and sponsored fitness competitions to further its visibility within the fitness industry. These partnerships have enabled Gymshark to tap into a new customer base while aligning with its fitness-focused brand values.

Gymshark Marketing Strategy Breakdown

1. Digital Marketing:

Social Media Marketing:

Gymshark’s marketing strategy heavily relies on Instagram, YouTube, and Facebook. The brand frequently collaborates with top fitness influencers who create user-generated content, helping promote products to their followers. This approach has humanised Gymshark’s marketing efforts, positioning it as an approachable, fitness-driven brand.

Influencer Marketing:

Gymshark’s influencer partnerships have been central to its success. By working with gym-goers, fitness influencers, and athletes, the brand built its credibility quickly. Influencers act as ambassadors for Gymshark, and their genuine experiences with the product resonate well with their followers, driving engagement and trust.

Content Marketing:

Gymshark also invests heavily in content creation. Their posts are a mix of motivational fitness content, behind-the-scenes product shoots, and influencer collaborations. The aim is to engage and inspire their community while promoting new product lines in an organic and authentic manner.

Email Marketing:

Gymshark engages customers through regular email campaigns. These emails include product launches, discounts, and fitness-related content, keeping the brand top of mind for its loyal customers.

2. Traditional Marketing:

Although Gymshark predominantly focuses on digital marketing, it has also utilised some traditional marketing methods:

Events & Sponsorships:

Gymshark has sponsored fitness events like the BodyPower Expo and athlete competitions, connecting directly with its target audience. These in-person events provide the brand with opportunities to showcase products, build brand credibility, and directly engage with customers.

Results & Impact:

Growth:

Gymshark has grown exponentially, from a small operation to a multi-million-dollar company. The brand has amassed millions of followers on Instagram and has extended its presence globally.
In 2020, Gymshark achieved over £250 million in sales, proving the effectiveness of its digital-first strategy.

Engagement:

Gymshark’s Instagram page has over 6 million followers, and its community-based approach to marketing has fostered an engaged and loyal customer base. The brand regularly receives hundreds of thousands of likes on its posts, showcasing the high level of consumer engagement.

Media Coverage:

Gymshark’s influencer marketing efforts have led to significant media coverage in fitness and lifestyle outlets, further boosting its visibility and reputation.

What Worked & Why

1. Influencer Marketing:

Gymshark's choice to collaborate with fitness influencers who genuinely love the brand has been one of its greatest successes. It brought authenticity and relatability, which helped the brand resonate with its target audience.

2. Community Engagement:

By treating its customers as a community and actively engaging with them through social media, Gymshark was able to foster a sense of loyalty. The brand turned its followers into ambassadors, strengthening its word-of-mouth marketing.

What Didn’t Work & Why

1. Over-reliance on Influencers:

While influencer marketing has been successful, there is always a risk of over-reliance. If influencers leave the platform or stop promoting the brand, it could cause a drop in visibility.

2. Limited Offline Presence:

Gymshark's heavy reliance on digital marketing has meant that it hasn't explored many traditional marketing avenues. Although it has sponsored events, it still lacks a significant offline retail presence compared to some competitors.

IIDE Student Recommendations: Key Areas for Brand Improvement

1. Expanded Retail Presence:

While Gymshark has an impressive online presence, expanding into brick-and-mortar stores could allow the brand to reach new customers and expand its market presence.

2. Sustainability Initiatives:

Gymshark could increase its focus on sustainability and ethical sourcing. As consumers become more conscious of environmental issues, Gymshark could position itself as a leader in eco-friendly fitness wear.

3. Diversify Content Strategy:

Gymshark could experiment with more diverse content types, including podcasts, longer-form videos, and fitness webinars. These could attract different segments of the fitness community.

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Conclusion

Gymshark’s marketing success lies in its innovative approach to digital marketing, particularly through influencer partnerships, content creation, and social media engagement. By building a loyal community and prioritising authenticity, Gymshark has established itself as one of the top fitness apparel brands worldwide. While the brand has seen remarkable growth, there are still opportunities for expansion in both offline retail and sustainability.

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Author's Note:

I’m Aditya Shastri, and this case study has been created with the support of my students from IIDE's digital marketing courses.

The practical assignments, case studies, and simulations completed by the students in these courses have been crucial in shaping the insights presented here.

If you found this case study helpful, feel free to leave a comment below.

Aditya Shastri - Trainer at IIDE

Aditya Shastri

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Lead Trainer & Business Development Head at IIDE

Aditya Shastri leads the Business Development segment at IIDE and is a seasoned Content Marketing expert. With over a decade of experience, Aditya has trained more than 20,000 students and professionals in digital marketing, collaborating with prestigious institutions and corporations such as Jet Airways, Godrej Professionals, Pfizer, Mahindra Group, Publicis Worldwide, and many others. His ability to simplify complex marketing concepts, combined with his engaging teaching style, has earned him widespread admiration from students and professionals alike.

Aditya has spearheaded IIDE’s B2B growth, forging partnerships with over 40 higher education institutions across India to upskill students in digital marketing and business skills. As a visiting faculty member at top institutions like IIT Bhilai, Mithibai College, Amity University, and SRCC, he continues to influence the next generation of marketers.

Apart from his marketing expertise, Aditya is also a spiritual speaker, often traveling internationally to share insights on spirituality. His unique blend of digital marketing proficiency and spiritual wisdom makes him a highly respected figure in both fields.