The Gymshark brand has gone from being a small online store to a full-on global business. It’s an example of millennial marketing done right, and there’s a lot you can learn from what they’re doing.
Gymshark was able to capitalise on the growing interest in fitness amongst millennials. There was a gap in sportswear that they were able to exploit – basically, young people wanted fitted and practical clothing that was also stylish and affordable. Gymshark was one of the first to target this niche and has since maintained a loyal customer base through social media marketing.
Shunning traditional marketing strategies, Gymshark turned to social media and its influencers. By sponsoring fitness Instagram accounts, bloggers and YouTubers, Gymshark quickly expanded their social media strategy. This helped them to expand in the UK and break into overseas markets like the US and Australia. Gymshark has now furthered their social media campaign, encouraging influencers and followers to wear their products and promote them online.
Online and offline
They started as an ecommerce-only brand but have now expanded to both the offline and online worlds. Their winning strategy is to create a sense of community among their consumers. They want to create the feeling that Gymshark is about more than just their clothing pieces. Gymshark has achieved this by holding regular expos and meetups where followers can meet their favourite fitness influencers and take part in mass group exercise classes.
User generated content
Gymshark often creates workout videos for their YouTube and Instagram followers to replicate and share. These followers often film their own workouts to share with Gymshark, in turn promoting the brand to others. This makes Gymshark appear more relatable, welcoming in new consumers who can be put-off by flawless and unattainable imagery posted by other brands on social media.
Gymshark is a great example of how you can pitch your brand and market it to a specific audience. With many people in the West now on social media, it’s a clever way to capitalise on this trend and target customers where they are.