Behind the Design: Gymshark Building a Billion-Dollar Brand Through Strategic Brand Positioning

The multinational athletic retailer Gymshark was founded by Ben Francis and Lewis Morgan. The brand was established in 2012 and began in a garage by two highly enthusiastic brothers. In just a few years, the company grew into a $1.3 billion-dollar business and has invested time and effort into a successful brand positioning strategy that aligns with their brand's marketing mix.

The Key Factors Behind Gymshark’s Brand Success

In order to develop a strong brand identity, it is crucial to take a deep dive into the foundation of a business. In the case of Gymshark, they were able to structure their garage workshop startup into a billion-dollar business by focusing on these five factors within their marketing mix:

High-Quality Products: Gymshark focuses on high-quality products that are both stylish and functional for consumers.

Pricing and Discounts: The price of their products are not cheap; however, the brand offers discount codes from brand associates, seasonal sales, giveaways and loyalty rewards. Gymshark ensures that their products are available to all customers despite cost.

Strong Online Presence: Gymshark has a multinational online presence and offers their products on platforms that are user-friendly and easily accessible. Not only does Gymshark have online stores, but they also host pop-up events to gain exposure and engage with followers.

Community Focus: Gymshark differentiates itself from other brands such as Lululemon or Nike by focusing on a sense of community. Through influencer marketing, it is known that the credibility built by influencers on platforms such as Instagram and Facebook reach target audiences and grows overall brand awareness.

Engagement and Personalization: With their online presence, the brand strives to engage with their audiences by responding to comments, messages, and content made by influencers. Gymshark-sponsored associates receive personalized products sent by the company to raise awareness and add a more personal touch to the brand.

The Importance of Brand Positioning

Brand positioning goes beyond the external appearance of the brand; it represents how your product is seen by your target audience. When establishing your brand, you must be able to identify the key components that make up a successful positioning, which include identifying your target audience, knowing what makes you different, defining your brand personality, and tailoring it to your unique business.

At the heart of Gymshark’s brand positioning is community. The brand wants target audiences to feel as if they are part of the gym community and can be connected through their clothing. Whether it’s watching a TikTok about their favorite Gymshark affiliate or bonding with a fellow gym-goer about their apparel, the fitness community aims to reach goals of empowerment, motivation, and inclusivity.

Innovative Marketing Strategies and Social Media Engagement

Gymshark offers creative social media campaigns and a unique approach to marketing efforts. They leverage collaborations with influencers and Gymshark athletes to create connections with their consumers. From personal training challenges to local pop-up meet-and-greets, Gymshark has successfully aligned their marketing mix with their brand positioning strategy. They have effectively demonstrated this concept through their social media platforms, collaborations with Gymshark athletes, and on their website.

Lessons for Marketers and Entrepreneurs

No matter the industry, the brand may be in, it cannot go unnoticed that Gymshark has done a phenomenal job at combining fitness with their values of motivation, community, and inclusivity. Having a strong brand positioning and marketing mix will lead to success. As a marketer and entrepreneur, it is very important to take notes from Gymshark and ensure your brand is competitive, engaging, and aligned with your values.

To learn more about how innovation drives growth, visit my last article From Humble Beginnings to Global Giants: How Innovation and Loyalty Drive Growth.