How Gymshark Built a Online Brand Community That Led to Global Success

Gymshark is a leading fitness apparel company and was founded by Ben Francis in 2012 in his parents garage (and he was only 19 years old at the time!). Francis had a passion for fitness, and found a gap in the market for high quality and stylish gym wear that was also affordable. 

Today the company is recognized as one of the leading fitness apparel brands globally, with a massive and dedicated following on social media. The company continues to evolve, collaborating with athletes, fitness influencers, and expanding its range to meet the diverse needs of its ever-growing customer base.

The entrepreneurial spirit of its founder and the brand’s commitment to empowering fitness enthusiasts through their dedicated brand community have been the driving forces behind Gymshark’s remarkable journey from a small garage operation to a global fitness apparel phenomenon.

So how exactly has Gymshark grown from a small-scale garage operation to the fitness leader that it is today?

Customer Relationship Marketing: The Core of Gymshark’s Growth Strategy

One of the primary factors contributing to Gymshark’s success is their obsession with customer relationships. The brand places a high emphasis on connecting with their customers and creating a sense of community. They achieve this through various means:

1. Expos and meet-ups: Gymshark actively participates in fitness events and meet-ups, featuring fitness influencers and brand ambassadors. This approach allows them to connect with customers in person and build genuine connections.
2. Gymshark World Tour: In 2016, Gymshark went global with its Gymshark World Tour, documenting the entire event on their YouTube channel. This initiative further cultivated a sense of excitement and community among its fans.
3. Data-driven approach: The launch of the Gymshark Insiders community provides a platform for customers to offer honest and open feedback on marketing campaigns, product innovation, and more. This valuable insight allows Gymshark to better understand its customers and create products that exceed their expectations.

How Gymshark Captured a New Market in Women’s Fitness Apparel

While Gymshark initially started as a men’s apparel brand, they quickly recognized the importance of catering to women in the fitness community. Their efforts to create women’s clothing have been so successful that women now comprise three-quarters of their customer base.

Gymshark put a lot of effort into inviting women into their community while making sure their voices were amplified and they felt completely integrated into the community. Some of their initiatives include:

• Hosting virtual Athlete Chats featuring women active in the community, discussing navigating fitness spaces as women.
• Redirecting community efforts during International Women’s Day to create awareness around the challenges women experience in fitness.
• Organizing Instagram Q&As where female athletes in the community share their gym experiences.
• Providing tips, tricks, and motivational quotes to help women on their fitness journeys and address common issues like gym intimidation.
• And More!

User-Generated Content in Brand Marketing — Gymshark’s Winning Strategy

Gymshark leveraged user-generated content to strengthen its brand and community. By encouraging customers to share their fitness journeys and experiences with Gymshark products, the company has created a powerful marketing tool and a sense of belonging among its customers.

Sharing user-generated content on their social media accounts allows Gymshark to celebrate its customers’ achievements and highlight the diversity of its community. This approach reinforces the idea that Gymshark is not just a brand but a supportive community of fitness enthusiasts.

Content Marketing for Brands

Gymshark’s blog plays a crucial role in cultivating a sense of community among its customers and followers. Serving as a hub for valuable fitness-related content, lifestyle inspiration, and community-driven stories, the blog shares a variety of relatable content, including:

• Inspiring stories from Gymshark customers
• Challenges and campaigns
• Conversations with health and fitness experts
• Comments sections where community members can interact with one another

The blog is an extension of Gymshark’s brand values, creating a space where fitness enthusiasts can come together, share their experiences, seek guidance, and feel inspired. By providing valuable content and fostering a sense of belonging, Gymshark strengthens its community and solidifies its position as a lifestyle brand that genuinely cares about its customers’ fitness journeys.

What Can We Learn From Gymshark’s Success?

Gymshark’s journey from a small garage operation to a global fitness apparel leader demonstrates the power of community building and customer engagement. By focusing on creating genuine connections, empowering their audience, and consistently providing value beyond their products, Gymshark has created more than just a brand – they’ve built a movement. Here’s how you can implement some of these key takeaways to build a community around your own brand:

#1 Identify and Serve Your Niche

Define your target audience precisely and understand their needs, preferences, and pain points. Develop products or services that address these specific needs. For instance, you might conduct surveys or focus groups to gather insights about your target market’s fitness apparel needs.

#2 Create Opportunities for Genuine Engagement

Organize events, both virtual and in-person, where customers can interact with your brand. Establish online forums or social media groups for community discussions, and respond promptly and personally to customer inquiries and feedback.

A great example would be hosting monthly virtual workout sessions featuring your products and led by influencers in your niche.

#3 Leveraging User-Generated Content

Encourage customers to share their experiences with your products. Create branded hashtags for easy content aggregation and feature user content prominently on your social media and website. You could run a monthly photo contest where customers showcase how they use your products in their fitness routines.

#4 Develop Valuable Content Beyond Your Product

Start a blog or podcast that addresses topics relevant to your audience. Provide expert advice, tips, and inspiration related to your niche, and collaborate with influencers and experts to create engaging content.

For example, you could launch a weekly blog series featuring success stories from your customers, complete with tips and advice.

#5 Empower Your Community Members

Create ambassador or insider programs for your most engaged customers. Provide exclusive access or early product releases to community members, and seek and implement community feedback in product development. An effective approach could be establishing a “Product Tester” program where select community members get to try and provide feedback on new products before they’re released.

#6 Utilize Digital Storytelling Tools

Use platforms like memoryKPR to document and share your brand’s journey. Create a digital timeline of your brand’s growth and key moments, and collect and showcase customer stories and testimonials. For instance, you could use memoryKPR to create an interactive brand history that customers can explore and contribute to. This collaboration fosters a sense of shared ownership and connection with your brand.

Use Digital Storytelling To Build A Brand Community

Just as Gymshark has built a global brand by fostering a vibrant community, you can leverage tools like memoryKPR to create a compelling narrative around your brand. memoryKPR’s platform offers a unique opportunity to collect, curate, and share your journey and your customers’ experiences in a personalized and interactive way.

With memoryKPR, you can:

1. Create a Living Brand History: Document your company’s milestones, challenges, and successes in an engaging, interactive format.
2. Showcase Customer Stories: Collect and display testimonials and user experiences, adding authenticity to your brand narrative.
3. Engage Employees: Involve your team in building and sharing your company’s story, fostering a sense of belonging and pride.
4. Build an Interactive Community Hub: Create a space where customers can contribute their own stories and experiences with your brand.

By utilizing memoryKPR’s digital storytelling capabilities, you can foster a sense of community and belonging among your customers, much like Gymshark has done throughout its journey.

Your Journey to Building a Community-Driven Brand

Remember, your brand is more than just your product. It’s the experiences you create, the stories you tell, and the community you build. By focusing on these elements and implementing the strategies we’ve discussed, you can create a loyal customer base that not only purchases your products but also becomes passionate advocates for your brand.

As you embark on your journey to build a community-driven brand, consider how tools like memory keeper can help you capture, share, and celebrate your story. With the right strategy and tools, you too can create a brand that resonates deeply with your audience and stands the test of time.

Ready to start building your brand community? Book a demo with memoryKPR today to see how you can leverage their platform for your business and begin crafting your own success story!