Why is Gymshark so popular?

Why is Gymshark so popular? The fitness clothing brand went from a teenager’s garage to a billion dollar company in just over a decade. A 19 year old named Ben Francis started sewing gym clothes in his parents’ house in 2012 and now ships to over 230 countries with more than 18 million social media followers.

The short answer is Gymshark cracked the code on what young gym goers actually want. They made fitted clothes that show off the body you’re working hard to build and they let fitness influencers do the talking instead of paying for expensive TV ads.

How Did Gymshark Get So Big So Fast?

Gymshark grew from nothing to a $1.45 billion valuation in about 8 years. Ben Francis was delivering pizzas at night and studying at university while sewing clothes in his garage. He spent about $1,500 on a sewing machine and screen printer and his grandmother taught him to sew.

The turning point came at the BodyPower fitness expo in Birmingham in 2013. Francis spent almost all of the company’s money on a booth. A tracksuit went viral on Facebook after the show and generated $45,000 in sales within 30 minutes. Before that the company was making about $450 per day.

By 2020 Gymshark became the first direct to consumer brand in the UK to hit unicorn status without any outside funding. A 21% stake sold to General Atlantic valued the company at over $1.45 billion and Francis still owns more than 70% of the business.

What Makes Gymshark Different From Nike and Adidas?

Gymshark spotted a gap that the big brands missed. Nike and Adidas were making baggy generic workout clothes that didn’t do much to show off anyone’s physique. Young lifters wanted fitted clothing that made them look good while training and the big brands weren’t delivering.

The brand also skipped traditional advertising completely. Instead of spending millions on celebrity endorsements and TV commercials Gymshark sent free clothes to YouTube fitness personalities. Francis was a fan of these content creators himself and simply asked if they’d wear the gear. In 2012 nobody was calling this influencer marketing because the term didn’t exist yet.

Gymshark built 14 international online stores and kept almost all sales direct to consumer. About 96% of revenue comes through their own website and app. This lets them control the customer experience and keep more profit compared to selling through retailers.

Who Buys Gymshark Clothing?

The target audience sits between 18 and 35 years old with a focus on the 18 to 25 age group. Millennials and Gen Z make up the core customer base and these groups spend a lot of time on social media platforms where Gymshark dominates.

Here’s what the numbers show about Gymshark buyers:

1. About two thirds of sales come from women even though the brand started focused on men
2. Website traffic is split roughly 48% male and 52% female
3. The largest age group visiting the site is 25 to 34 year olds
4. The United States is the biggest market contributing about $250 million in sales in 2023
5. The UK is the second biggest market

The customer base values authenticity and body positivity. They want to look good at the gym and they follow fitness trends closely on Instagram and TikTok. These buyers are willing to pay more for clothes that enhance their appearance while working out.

How Much Does Gymshark Cost?

Gymshark positions itself as a mid range brand. Prices sit below premium brands like Lululemon but above budget options. You can expect to pay around $40 to $90 AUD for leggings and $45 to $60 AUD for sports bras. Basic items like t shirts and shorts run $30 to $60 AUD.

For comparison Lululemon Align leggings start around $150 AUD while Gymshark’s Flex leggings sit closer to $80 AUD at full price. The brand runs frequent sales especially during Black Friday where discounts hit 30% to 50% off.

The Australian store offers free standard shipping on orders over $100 AUD. Students get a 15% discount and the brand has a refer a friend program that gives $10 off orders over $50.

Is Gymshark Good Quality?

Reviews are mixed but lean positive overall. The brand has a 4.7 out of 5 rating on TrustPilot from over 39,000 reviews and about 81% of reviewers give 5 stars.

The good stuff includes:

1. Squat proof leggings that don’t become see through during workouts
2. Flattering fits that compress in the right places
3. Durable fabrics that hold up after many washes
4. Sports bras that provide support without creating the uni boob effect

The complaints focus on:

1. Sizing inconsistency between different collections
2. Some leggings turn out see through despite marketing claims
3. Products sell out fast especially during sales
4. Customer service can be slow to respond

The Vital Seamless and Flex leggings get the most praise. Many reviewers say their pieces lasted 8 years or more with regular use. The brand uses materials like nylon polyester and elastane blends that wick sweat and stretch without losing shape.

Why Do Influencers Love Gymshark?

Gymshark pioneered the fitness influencer model before anyone called it that. The brand partners with over 125 influencers who wear the clothes in their content and get paid to promote them. But the approach feels different from typical celebrity endorsements.

Gymshark picks influencers who actually use the products and share genuine fitness journeys. Names like Whitney Simmons Nikki Blackketter and David Laid became Gymshark athletes and built their audiences alongside the brand. The relationship looks more like a partnership than a sponsorship.

The hashtag #Gymshark66 challenge asks followers to commit to a fitness goal for 66 days and share their progress. This campaign generated over 193 million views and turned regular customers into brand ambassadors. When people post transformation photos wearing Gymshark gear they become unpaid marketing for the company.

Does Gymshark Build a Real Community?

The community angle separates Gymshark from competitors more than anything else. The brand hosts fitness events called Lift tours in cities around the world. These meetups feature athletes and influencers and let fans connect in person.

Online the brand talks to followers like friends rather than customers. They respond to comments use humor and share behind the scenes content. The messaging centers on belonging to a family of lifters rather than just buying clothes.

This approach works because fitness enthusiasts already spend time in online communities. The Reddit fitness forum has over 6.5 million subscribers. Gymshark tapped into existing passion and gave people a brand to rally around.

The brand also shares the company’s story openly. Ben Francis posts videos about business decisions challenges and growth on YouTube. Customers feel like they’re part of the journey rather than just transactions.

What Collections Does Gymshark Offer?

The product range covers everything a gym goer needs:

1. Vital Seamless known for seamless construction and flattering contouring
2. Flex leggings famous for the heart shaped design on the backside
3. Adapt collection praised for high waist tummy control
4. Energy Seamless which has tight compression for performance
5. Training collection for basic everyday gym wear

Beyond leggings and sports bras Gymshark sells hoodies joggers shorts tanks t shirts and accessories like bags and water bottles. The brand expanded into swimwear and outerwear too.

Each collection targets different workout styles and body types. The Training line works for everyday wear while Energy Seamless suits high intensity sessions. Vital Seamless performs well for lower impact activities.

Frequently Asked Questions

What age group wears Gymshark? The core audience is 18 to 35 years old with the biggest concentration between 18 and 25. The brand targets millennials and Gen Z who are active on social media and into fitness culture.

Is Gymshark better than Lululemon? They serve different price points. Gymshark costs about half as much as Lululemon for comparable items. Lululemon has more retail stores and a longer track record. Gymshark offers more frequent sales and a younger vibe.

Why is Gymshark always sold out? Limited releases and high demand create scarcity. The brand uses this as a marketing strategy to build excitement. Popular items especially in common sizes sell out within minutes of launch.

Is Gymshark only for bodybuilders? No. The brand started with bodybuilders but now targets anyone who goes to the gym regularly. About two thirds of customers are women and the product range suits everything from yoga to CrossFit to running.

Does Gymshark run small? The European sizing tends to run smaller than American brands. Most reviewers recommend sizing up especially for compression items. The brand provides detailed size guides and offers free returns within 30 days.

Can you buy Gymshark in stores? The brand operates mainly online with only one permanent retail store on Regent Street in London. Occasional pop up shops appear in major cities but 96% of sales happen through the website.

How long does Gymshark last? Well cared for pieces last 5 to 8 years according to long term customer reviews. The fabrics hold up to frequent washing and maintain their stretch. Quality varies by collection with some lines more durable than others.

Why did Ben Francis step down as CEO? Francis stepped back in 2017 to focus on product and brand direction. He felt he needed more experience and brought in Steve Hewitt who had worked at Reebok. Francis returned as CEO in August 2021 after developing his skills.

Is Gymshark a UK company? Yes. The headquarters sits in Solihull England. The company was founded in Birmingham and remains British owned with Ben Francis holding over 70% of shares. They also have an office in Denver Colorado for the US market.

How many employees does Gymshark have? The company employs over 900 staff across multiple regions. The UK headquarters houses about 500 team members and the US office has over 100 employees.

The rise of fitness culture brands goes hand-in-hand with growing interest in nutrition strategies like whether milk in coffee breaks a fast and whole-food approaches such as using bananas to help lose belly fat. If you’re looking to take your fitness journey beyond just the gear, an Elwood personal trainer can design a results-driven program tailored to your goals.