Reaching a billion-dollar valuation in less than 10 years in a very competitive market is no piece of cake.
But Gymshark did it.
Here is a (non-exhaustive) overview of the marketing tactics they used:
1/ Traffic Profile
Gymshark’s traffic comes mainly from people searching its name, social media, and display.
It’s a common traffic profile in the industry.
But social media is where Gymshark truly built its empire.
YouTube is their #1 source of social traffic.
Every content is optimized for the algorithm.
They produce many series you can’t help but click.
3/ Facebook & Instagram
On Facebook and Instagram, Gymshark is collecting and sharing “stories from the gym”.
It looks real, authentic, unfiltered.
Plus, they use every functionality Insta offers including Reels, which are a major source of eyeballs nowadays.
On Twitter, Gymshark is all about funny thoughts and memes from the gym.
It shows they don’t take themselves too seriously.
On TikTok, Gymshark is at home because they know how to entertain and do light, funny content.
3m followers Vs 1.5m for Nike.
Nike is mostly posting unoriginal dance videos.
Gymshark holds 2 major sales per year.
These sales are built like events. People go crazy for them!
Between each sale, they hype up the sale with influencers and build FOMO with limited edition products.
Gymshark doesn’t care if people wait for the sale to buy.
When you can’t sponsor Lebron, what’s the next best thing?
They have a long-term relationship with the brand.
And they don’t just post on IG for the brand, they do events, YouTube, TikTok videos...
Influencer content is the engine of Gymshark’s content strategy.
8/ Hot Bods
“Look how hot I am" content works well on social media.
Gymshark and their influencers put A LOT of focus on showing (their) bodies.
I can’t really prove it, but I think this has contributed massively to their success on social media.
Ben Francis founded Gymshark at 19 and turned it into a major success.
It’s an amazing and inspiring story he doesn’t hesitate to tell over and over and over… :)
He used this story to get press coverage and build a sizable personal following.
This is another tactic that definitely contributed to their success.
Working on this piece, I realized how much Gymshark was a social media marketing company before anything else.
They just happen to sell (good) gym clothes.
Hey! if you enjoyed this piece, it would really help us a lot if you could follow us and retweet this Thread on Twitter. 👇🐦
Thank you! 😊