The Rise, Fall, and Rise Again of GymShark
Gymshark, one of the most popular athletic wear companies, was founded in 2012 by Ben Francis and Lewis Morgan. Throughout their business-owning journey, they have experienced rapid growth, pivots in strategy, and a renewed relationship with their core community. From its small beginnings in a garage to becoming a leader in fitness wear, Gymshark’s story is a testament to entrepreneurship, innovation, challenges, and persistence.
At just 19 years old, Francis and his friend Morgan started a journey to fill a missing piece in the fitness industry’s market. Their journey started in a garage in Bromsgrove, England, where Francis would dropship supplements and vitamins. It wasn't long after that he started to design and manufacture fitness apparel. The setup was simple—just a sewing machine and a screen printer. Despite the lack of capital, he produced gym clothes that fitness enthusiasts truly enjoyed and supported. Gymshark hit a breakthrough in 2013 at the BodyPower trade show, generating over $30,000 in sales (Francis, 2025).
The gym community was beginning to hear about this groundbreaking apparel brand and wanted to support its efforts. One of the pivotal factors behind Gymshark’s success was its early adoption of influencer marketing. Recognizing the power of social media, the company collaborated with fitness influencers on Instagram and YouTube to reach new audiences and boost its credibility.
As Gymshark became one of the fastest-growing fitness apparel companies, it sought to broaden its appeal to a larger audience. Instead of focusing on the traditional gym-goers, it embraced body positivity and inclusivity. Gymshark began to feature plus-sized models on their social media and in their campaigns, aiming to challenge societal norms and promote fitness for all (Moyniah, 2025).
However, this shift sparked backlash. While some applauded Gymshark for their inclusivity and diversity, longtime loyal supporters felt that Gymshark strayed away from their original audience of hardcore fitness enthusiasts. Supporters argued that the brand's core identity was being diluted in an attempt to broaden audiences (Rolfe, 2020). One specific example of their plus-sized campaigns featured an influencer named Latoya Shauntay Snell, which received a great amount of fat-shaming backlash. In response, Gymsharkreinforced its support for body positivity.
Gymshark eventually acknowledged the harsh feedback about its target audience shift and recalibrated its strategies to find a balance between inclusivity and its brand's core identity. In recent years, Gymshark has continued to collaborate and sponsor bodybuilders and dedicated gym-goers, which aligns much better with their core audience. At the same time, the brand maintains collaborations with diverse athletes such as Leana Deeb, who wears a hijabi. Its product lines also reflect this recalibration, with a women's line and inclusive clothing.
From a garage startup to a multi-billion dollar enterprise, Gymshark’s journey has been defined by strategic innovations, challenges, and commitment to its community. By listening to its audience and realigning its strategies with its core values, the brand has solidified its position in the fitness apparel industry. As Gymshark continues to grow, its story serves as both an inspiration and a great example for companies to follow.
Works Cited
Cook, Jodie. How Gymshark Became A $1.3 Billion Brand, And What We Can Learn. Forbes, 17 Aug. 2020. https://www.forbes.com/sites/jodiecook/2020/08/17/how-gymshark-became-a-13bn-brand-and-what-we-can-learn/
Francis, Ben. "Ben Francis." Wikipedia, 2025. https://en.wikipedia.org/wiki/Ben_Francis
Mack, Noel. The Sharpest, Chicest Gym Kit for 2025. Financial Times, 10 Jan. 2025. https://www.ft.com/content/d3078dd2-2538-4d9d-bcc7-bd0320430c2a
Moynihan, Lydia. "Britain's Youngest Self-Made Billionaire Has Big Plans for New York City." New York Post, 27 Feb. 2025. https://nypost.com/2025/02/27/business/billionaire-ben-francis-bringing-gymshark-to-nyc/