Founded in 2012, Gymshark has grown from a small screen printing operation run out of a garage into a bastion of the fitness industry with millions in revenue. This article dissects how Gymshark used influencer marketing to propel themselves to the top.
Embracing Social Advertising
Gymshark’s successful embrace of social advertising can be traced back to a conscious shift from conventional advertising avenues to a more relatability-centric approach. The company turned to fitness enthusiasts exerting influence on social media, nurturing an organic relationship based on shared values.
Building Relationships with Influencers
The brand didn’t just use these individuals as billboard; Gymshark built relationships with influencers. By associating with influencers like Nikki Blackketter and Ben Francis, who embodied the Gymshark ethos, they fortified their brand identity while gaining widespread visibility.
Launch in America
A key strategic move on Gymshark’s part was their expansion into the American market. The company attended fitness expos such as BodyPower USA to increase brand visibility, supplemented by collaborations with successful American YouTube fitness influencers.
Gymshark’s unique approach to influencer marketing demonstrates that by cultivating genuine relationships and leveraging the power of social media, businesses can build a strong, vibrant brand identity that resonates with their target audience.
Q: How did Gymshark use influencer marketing?
A: Gymshark aligned themselves with influencers who embodied their company’s ethos, fostering a profound relationship based on shared values. This helped them increase visibility and fortify their brand identity.
Q: Did Gymshark’s strategy involve international expansion?
A: Yes, notably penetrating the American market was a key part of Gymshark’s strategy. They attended fitness expos and collaborated with American fitness influencers to increase their visibility in the U.S.