Having grown from a screen printing operation in a garage, Gymshark is now one of the fastest-growing fitness apparel brands in the world. Their skyrocketing success can be chiefly attributed to their innovative use of influencer marketing. This marketing strategy has enabled Gymshark to build a loyal community that consistently interacts with their brand.
Gymshark’s primary tactic was to align itself with well-followed fitness influencers. These influencers promote Gymshark’s products to their followers through workouts, tips, or simply wearing the gear during their regular fitness routines. This strategy helped the brand to accelerate their exposure and gain credibility within the fitness community.
Other than just using influencers for promotions, Gymshark created a sense of community among its consumers. This was achieved through the Gymshark “family” concept, where influencers, customers, and even the company’s employees are made to feel like part of a team. This strategy fosters a strong sense of loyalty and belonging among consumers.
Gymshark flourished not just in their local UK market, but also cemented its presence in the American market. By leveraging influencers with a substantial American follower base, the brand successfully broke into this competitive market and saw a surge in their American customer base.
Gymshark’s meteoric rise as a premier fitness apparel brand serves as testimony to the power of influencer marketing when implemented effectively. Their approach towards community building and a keen understanding of consumer psychology has set them apart from their competitors.
1. What is influencer marketing?
Influencer marketing involves brands partnering with online influencers to market their products or services. The key advantage of this technique is the trust these influencers have built up with their audience, and recommendations from them serve as a form of social proof to the brand’s potential customers.
2. How did Gymshark use influencer marketing?
Gymshark aligned themselves with fitness influencers who then promote Gymshark’s products to their followers. Furthermore, using their community-building strategy, they have successfully fostered a sense of belonging amongst consumers.
3. How did Gymshark manage to penetrate the American market?
Gymshark managed to break into the American market by leveraging influencers with a substantial American follower base. As a result, they saw a surge in their American customer base.