Fast-growing British fitness and apparel brand Gymshark has built its success around a community of fans and a smart approach to social media – not least in its innovative use of influencer marketing.
Founded in 2012, the West Midlands-based business has grown rapidly across international markets, doubling revenues in both 2018 and 2019 to reach annual sales of c.£200m. According to founder Ben Francis, Gymshark aims to be a “multi-billion-dollar brand” within five years.
The brand has been heralded as an exemplar of the potential of direct-to-consumer businesses, and Francis is fiercely proud of its distribution...