Interview: Gymshark’s GM on Its Global Growth and Why It Has No ‘Big Competitors’
As Gymshark prepares to unveil its third permanent store in London, the fitness apparel brand is not just expanding its physical presence but also redefining its approach to retail. Retail Gazette recently spoke with Hannah Mercer, Gymshark’s first General Manager of wholesale and retail, to gain insights into the company’s remarkable growth trajectory and its unique position within the competitive landscape of gymwear.
Gymshark’s ascent in the fitness apparel industry has been nothing short of phenomenal. Founded in 2012, the brand quickly made a name for itself through innovative marketing strategies and community engagement rather than traditional advertising. This approach has resonated well with the fitness community, particularly among younger consumers who value authenticity and connection. As a result, Gymshark has enjoyed exponential growth, reaching over £400 million in revenue by 2022, with a strong online presence complemented by its physical store openings.
Mercer emphasizes that the opening of the new London store is not merely about expanding retail space; it represents a commitment to building a community around the Gymshark brand. “Our stores are designed to be more than just retail points. They are places where our customers can connect, experience our brand culture, and feel a sense of belonging,” she explains. This strategy is particularly relevant in an age where consumers increasingly seek experiences over mere transactions.
The significance of community engagement cannot be overstated. Gymshark has successfully harnessed the power of social media and influencer partnerships to cultivate a loyal customer base. The brand’s marketing strategy has focused on real athletes and fitness enthusiasts, creating relatable content that speaks directly to its audience. By prioritizing authenticity, Gymshark has built a community that extends beyond the products it sells.
When discussing competition, Mercer offers a perspective that may surprise many. “We don’t see ourselves as having big competitors,” she states. This assertion raises eyebrows, especially given the crowded marketplace of fitness apparel brands, including industry giants like Nike and Adidas. However, Mercer elaborates that Gymshark’s unique positioning and brand identity set it apart. “We focus on building relationships with our customers rather than competing on traditional metrics such as pricing or product range,” she adds.
This strategy has allowed Gymshark to maintain a distinctive voice in a market that often prioritizes mass appeal. In addition, the company’s agile approach to product development and consumer feedback enables it to adapt quickly to changing trends. Gymshark’s direct-to-consumer model also allows for better control over customer experience and feedback, which is vital for continuous improvement.
Looking ahead, Gymshark is not resting on its laurels. Mercer highlights the importance of international expansion as a key component of the brand’s growth strategy. With a growing presence in Europe, North America, and Asia, Gymshark is keen to tap into emerging markets where fitness culture is rapidly evolving. The brand aims to bring its unique community-driven approach to customers worldwide, making fitness accessible and enjoyable.
Moreover, sustainability is becoming an integral part of Gymshark’s growth narrative. Mercer notes that the brand is actively working towards more sustainable practices in its production and supply chain. “We recognize that our customers are increasingly concerned about sustainability. It’s essential for us to align our values with theirs,” she explains. This commitment not only strengthens brand loyalty but also positions Gymshark as a responsible player in the retail landscape.
In light of Gymshark’s rapid growth and innovative strategies, it is clear that the brand is redefining what it means to be a competitor in the fitness apparel industry. By fostering community connections, prioritizing customer relationships, and focusing on sustainability, Gymshark is not just selling gymwear; it is cultivating a lifestyle.
As the brand opens its new London store, it is set to enhance its relationship with customers, providing them with a space to engage, connect, and be part of the Gymshark community. The future looks bright for Gymshark as it continues to carve out its niche in a competitive market. With its unique approach and commitment to authenticity, it is well-positioned to maintain its growth trajectory and redefine the retail experience in the fitness apparel sector.
gymshark, retail, fitnessapparel, community, sustainability