Metrics: The Influencer-First Strategy That Scaled Like Crazy

When Gymshark launched in 2012, it didn’t invest in billboards, magazine ads, or overpriced celebrity endorsements. Instead, it bet big on one thing: influencer marketing.

Founder Ben Francis partnered with fitness creators like Lex Griffin and Nikki Blackketter before "influencer marketing" was even a buzzword. By gifting apparel to creators with small but loyal followings, Gymshark turned fans into evangelists.

By 2016, the brand was raking in £25 million in revenue, and in 2020, they hit unicorn status: valued at over $1.45 billion.

Why it worked:

• Influencers weren’t just walking ads—they were the community.

• Every Gymshark athlete looked like the audience they were speaking to.

• The brand spoke the native language of the internet: realness, reps, and raw energy.

  
  

Muscles: Building a Brand with Personality (Not Just Product)

Gymshark didn’t just sell leggings. It sold aspiration. It celebrated people mid-rep, mid-journey, and in progress.

Their content wasn’t glossy and overproduced—it was relatable. Their brand voice? Friendly, uplifting, and unapologetically Gen Z.

They doubled down on:

• Behind-the-scenes vlogs

• Gym fails and funny moments

• Training routines from actual athletes

This mattered because:

• It made the brand feel accessible

• It encouraged user-generated content

• It built brand equity around lifestyle, not just spandex

As this analysis points out, their social feeds became digital gyms—places for progress, connection, and cultural commentary.

Meetups: From Instagram to IRL

Then came the magic touch: real-life events.

While most DTC brands stayed online-only, Gymshark flexed hard with:

• Pop-up shops in NYC, London, Paris, and beyond

• Sponsored meetups where fans could lift with influencers

• Gymshark Lifting Club — a permanent retail-meets-training facility

These weren’t sales stunts. They were community catalysts.

By giving followers a chance to train, connect, and vibe with the creators they followed, Gymshark blurred the lines between fandom and friendship.

The results?

• Lines around the block.

• 1:1 brand love that no CPM can buy.

• A tribe of superfans turned lifelong customers.

  
  

So, What Can Your Brand Learn?

Whether you’re selling leggings or language lessons, Gymshark’s formula is clear:

• Metrics: Partner with creators who speak your audience’s language. Start small. Scale honestly.

• Muscles: Make content that mirrors your customer’s world, not just your product.

• Meetups: Don’t just connect. Show up. In real life.

Community isn’t a buzzword. It’s the business model.

And if Gymshark can lift its way into the global spotlight with a $300 sewing machine and a few good ideas?

You can, too.

Clock in. Content up. And get lifting.