“You see taglines at companies, being community or customer obsessed. I think that to be successful it can’t be just a tagline; you’ve really got to give a shit.”

Those were the words of Steve Hewitt, CEO of Gymshark, a fast-growing British fitness and apparel brand, speaking at the Internet Retailing Expo (Birmingham, April 2019).

“We’re very much laser-focused in the fitness space”, Hewitt said. “You won’t see us on the football pitch. You won’t see us on the rugby pitch. You will see us in the preparation for whatever sport that you want to be the best you can be at.”

Gymshark was founded in 2012 by Ben Francis, then a high-school student, and has since grown to £100 million revenue in the financial year ending July 2018, with a forecast of £180-200 million for FY 2019. “We do not work with retailers, we don’t work with any bricks and mortar stores – it’s purely done off our own e-commerce channels. We’ve now got 13 online stores”, Hewitt continued.