If you’re in the gym apparel scene, you’ve probably heard of Gymshark. But have you heard of its amazing journey to success?
If not, today’s your lucky day. We gathered as much information as we could to let you into the secret of how the fitness giant achieved its ecommerce dominance.
- From a humble brand to a billion-dollar enterprise 👏
- Drive Amazon sales through TikTok 📈
- The power of people in ecommerce 🧑🤝🧑
- UGC dos and don’ts 📍
SCRATCHING THE SURFACE
How social media helped a brand that started in a garage become a billion-dollar enterprise
If you've browsed Instagram's fitness community, you've likely spotted sleek, fitted gear with that iconic shark logo. But what if we told you this billion-dollar brand started in a garage?
Yep, Gymshark didn’t become a fitness giant overnight—it’s a story of grit, strategy, and smart marketing.
🛒 Humble beginnings
Believe it or not, Gymshark didn’t start as an apparel brand. It began as a small supplements company. But everything changed when its founder Ben Francis, his brother, and a group of friends spotted an opportunity in the fitness clothing market.
Frustrated by the lack of stylish yet functional gym wear, they decided to take matters into their own hands, literally.
- After Ben’s grandmother taught him how to use a sewing machine, he and his crew began sewing and screen-printing their gym vests and t-shirts.
- At first, they were simply making clothes they wanted to wear. No big business plan—just a group of fitness enthusiasts learning how to create and fulfill orders as they came in.
- They didn’t have fancy pricing models either. They priced items based on what “sounded about right” and enjoyed the entire process of creating something from scratch.
Little did they know, these humble beginnings would lay the foundation for a global fitness empire.
📱 Influencer marketing carved the way
Instead of pouring money into traditional ads, Gymshark tapped into fitness influencers. By sending free gear to influencers with dedicated followers, Gymshark built brand recognition organically. Suddenly, everyone wanted a piece of the action.
This influencer marketing strategy was a game-changer, and today, it’s a cornerstone of many successful brands.
Moral lesson: Flex your unique strengths
Gymshark shows us that success isn’t about reinventing the wheel—it’s about doing things differently. It’s also not about having the biggest budget; it’s about being resourceful and knowing your audience.
Find your niche, connect with your customers, and let your product do the talking. Gymshark’s growth wasn’t just about selling; it was about building a community around fitness. 💪
So, are you ready to create a similar sense of belongingness in your market?
TOGETHER WITH INSENSE
3 proven hacks to drive Amazon sales via TikTok
Did you know that you can drive external traffic to boost your Amazon listings via TikTok?
And it’s as easy as 1-2-3:
- Hack 1: Ask TikTok influencers to create greenscreen videos showing how to search and find your products on Amazon
This will increase external traffic to your product page and search engine rankings!
- Hack 2: Amplify your best-performing organic influencer content with TikTok Spark Ads
Traffic from TikTok Spark Ads is still considered external traffic for Amazon’s search engine!
- Hack 3: Use Insense to get matched with TikTok creators within 2 days and streamline your organic and paid campaigns in one centralized dashboard.
Through Insense, you can enjoy automated influencer contracts, automate payments, and receive content in perpetuity.
Join 1,700+ brands like Thrasio who generated 3 million views for a total of 25 Amazon products advertised using TikTok Spark Ads through influencers on Insense. 🏆
Book a no-commitment strategy call by Nov 8 and get $200 to hire your first TikTok creators.
DIVING DEEPER
How Gymshark's TikTok challenge earned them 1.9 million followers in 6 months
If you think Gymshark is just a workout brand, think again. They’re crushing it on TikTok, with 5.7 million followers as we speak.
How?
By making fitness fun with inspiring health journeys and showing a good dose of fitness humor to make the gym a little less intimidating! And of course, let’s not forget their masterstroke in viral marketing—the iconic Gymshark 66-Day Challenge.
🪀 The perfect playground for UGC
TikTok is known for its authentic, unfiltered content, which made it the ideal platform for the challenge.
- Organic content. The challenge encouraged users to post videos showing their progress, workout routines, or even moments of struggle. Then, TikTok’s algorithm did the rest.
- What's great about it: TikTok's knack for pushing organic content to the forefront meant that even users with small followings had a chance to go viral.
- Use of hashtags. Gymshark smartly used the hashtag #gymshark66, which not only organized the content but also fostered a sense of belongingness among participants. Every time someone posted their progress, they became part of a community.
- What's great about it: This collective momentum is what makes TikTok challenges so powerful. Users don’t just join; they encourage others to hop on the trend too! 🦘
Through the challenge, Gymshark generated over 193 million views and gained 1.9 million TikTok followers in just 6 months!
🤝 The power of real people
One of the biggest reasons this campaign was so successful is that people trust other people. TikTok users loved witnessing real transformations from actual participants. This user-generated content (UGC) added credibility to Gymshark’s message, demonstrating that real results can be achieved.
By launching their 66-Day Challenge on TikTok, Gymshark created a movement. This convinced the audience that there’s no better way to embark on their fitness journey than with the best gear and support: Gymshark and its products.
SUCCESS BLUEPRINT
7 ways to optimize your UGC campaigns
In most cases, free marketing is the best marketing. While your brand may have a hefty ad budget, the stories shared by real customers carry more weight. Because, again, people trust people.
💡 But although gaining and using UGC is crucial, it shouldn't stop there. Emplifi outlined 7 essential do's and don'ts for effectively curating and managing them.
- DO plan before sharing UGC. Remember, UGC is an extension of your brand story. Before you hit that share button, think about how the content fits into your brand message.
- DO ask permission before you reshare or feature UGC in your ads. The copyright rules on social media can be a bit tricky, so securing proper consent is always the safest route.
- DO get people talking. Share content that ignites conversations about your brand and actively interact with your community. This approach not only helps you collect free content but also offers valuable insights from your customers. 💬
- DO define and measure KPIs. This will help you pinpoint which channels and post types generate the most value, allowing you to focus your efforts on what drives results.
- DON'T silo content to one channel. From emails and ads to in-store displays and, of course, your website, there’s no limit to where you can showcase authentic customer content.
- DON'T take shortcuts. Always take the time to verify the source of posts before sharing them on your official channels. Imagine the backlash if the original creator isn’t credited or if the content isn’t authorized! 🙅
- DON'T just focus on big names. While macro-influencers may rack up thousands of likes, micro-influencers’ loyal followings can also drive meaningful interactions.
📌 And most importantly…
Never forget that your customers are your greatest advocates. Just like Gymshark, embracing UGC allows you to amplify your brand’s voice, build authentic connections, and drive sustainable growth.
