Gymshark, a fitness apparel leader, plans to become globally iconic as it opens a second store in Westfield Stratford.
- CEO Ben Francis is focused on strategic store expansions based on the significant success experienced at Regent Street.
- Events and community interactions are core to Gymshark’s retail strategy, enhancing both store appeal and brand engagement.
- The balance between staying true to its community-focused roots and pursuing international growth is crucial for Gymshark.
- Its new brand platform ‘We Do Gym’ aims to solidify Gymshark’s identity as a gym-centric brand.
Since its inception in 2012, Gymshark has rapidly gained traction among fitness enthusiasts worldwide. Known for its community-driven approach, the company is now extending its reach into brick-and-mortar stores, with its second location opening at Westfield Stratford. CEO Ben Francis emphasizes a calculated expansion strategy, aiming to solidify Gymshark as a globally recognized brand.
The launch of the first physical store at Regent Street in 2022 exceeded expectations in both commercial performance and community engagement. According to Francis, the physical presence allowed customers to experience events and interact with products firsthand. This success has inspired further expansions, albeit with careful selection of locations to ensure brand representation aligns with customer locations.
In-store events, such as athlete meet-and-greets at the Westfield Stratford location, are designed to build and maintain Gymshark’s community-centered ethos. Francis views these engagements as pivotal in providing a unique and immersive shopping experience distinct from online shopping.
The expansion plan is targeted but strategic, focusing on high-value locations rather than sheer number of stores. Francis sees the United States as particularly promising, given its status as the largest fitness market globally. By securing the right spots, Gymshark aims to increase its physical footprint while retaining its strong community presence.
‘We Do Gym,’ the new brand platform, reinforces Gymshark’s commitment to being a gym-oriented brand. This initiative is a deliberate move to differentiate from broader sportswear competitors by focusing solely on gym-related apparel. It also addresses the risk of overextension, keeping the brand’s core message clear and resources focused on what it excels in.
Earlier this year, Gymshark has partnered with Selfridges, opening spaces in their London and Manchester stores. This collaboration marks a step into wholesale, showcasing Gymshark’s appeal to a broader audience within a well-respected retail environment. The appointment of Hannah Mercer as general manager for wholesale and retail aligns with Gymshark’s objective to grow internationally as an omnichannel brand.
While store sales currently represent a small portion of revenue, Francis anticipates their contribution will grow as Gymshark continues to expand. His vision of a globally iconic British brand is underpinned by a commitment to strategically planned physical expansions, ensuring Gymshark’s products are accessible and its community is continuously engaged.
Gymshark’s strategy reflects a balanced approach to growth, focusing on community and quality while advancing its international presence.
