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NEWS
Gymshark global reboot bids to own the gym community
POSTED 25 Jun 2024 . BY Kath Hudson
The new Gymshark campaign promotes and aligns with gyms Credit: Gymshark
Apparel brand, Gymshark, launches new global platform as part of its push into the US market
We Do Gym uses in-jokes to make it clear it’s a gym brand
The online platform is being supported by a billboard campaign
The company has big plans for this year
Gymshark has launched a new global brand platform, We Do Gym, to make it clear the made-by-lifters-for-lifters apparel is aimed directly at the gym market. The move is part of its globalisation strategy as it pushes into the US market.

The new platform features the story of the brand told in detail for the first time: Ben Francis, the 19-year-old, gym-obsessed pizza boy who believed gym wear could be done better, learned to sew, bought a screen printer and started selling stringers, tanks and tees and turned it into a multi-million pound empire.

“People sometimes mistake us for a sports brand or an athleisure brand, but we’re a gym brand,” says chief brand officer, Noel Mack. “It’s our reason for existing and for our community and it’s their reason to believe in us.

“In a world of fast scrolling and short attention spans, we wanted to find a way to tell consumers everything they need to know about us in the shortest, most understandable way we could.”

A series of billboards have been created joking about gym culture, such as having chicken, rice and broccoli for dinner again and the pain of forgetting your headphones being worse than two days post-leg-day pain.

Earlier this year, Francis said 2024 was going to be the best year yet for Gymshark with a new premium range, Everywear, being launched, a second London store, a pop-up in New York and more fitness events.
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Sport for Confidence gets national recognition for pioneering work breaking down barriers to physical activity
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Jobs    News   Products   Magazine
NEWS
Gymshark global reboot bids to own the gym community
POSTED 25 Jun 2024 . BY Kath Hudson
The new Gymshark campaign promotes and aligns with gyms Credit: Gymshark
Apparel brand, Gymshark, launches new global platform as part of its push into the US market
We Do Gym uses in-jokes to make it clear it’s a gym brand
The online platform is being supported by a billboard campaign
The company has big plans for this year
Gymshark has launched a new global brand platform, We Do Gym, to make it clear the made-by-lifters-for-lifters apparel is aimed directly at the gym market. The move is part of its globalisation strategy as it pushes into the US market.

The new platform features the story of the brand told in detail for the first time: Ben Francis, the 19-year-old, gym-obsessed pizza boy who believed gym wear could be done better, learned to sew, bought a screen printer and started selling stringers, tanks and tees and turned it into a multi-million pound empire.

“People sometimes mistake us for a sports brand or an athleisure brand, but we’re a gym brand,” says chief brand officer, Noel Mack. “It’s our reason for existing and for our community and it’s their reason to believe in us.

“In a world of fast scrolling and short attention spans, we wanted to find a way to tell consumers everything they need to know about us in the shortest, most understandable way we could.”

A series of billboards have been created joking about gym culture, such as having chicken, rice and broccoli for dinner again and the pain of forgetting your headphones being worse than two days post-leg-day pain.

Earlier this year, Francis said 2024 was going to be the best year yet for Gymshark with a new premium range, Everywear, being launched, a second London store, a pop-up in New York and more fitness events.
MORE NEWS
All systems go for GoJoe app with Les Mills partnership, investment and campaigns
Employee wellness app GoJoe has teamed up with Les Mills for a major new content offering, giving access to hundreds of new workouts.
Gymbox partners with Raza Sana to transform lives through fitness
Gymbox has partnered with Haringey Council and not-for-profit organisation, Raza Sana, to give opportunities to those living in disadvantaged communities.
Sport for Confidence gets national recognition for pioneering work breaking down barriers to physical activity
Sport for Confidence CIC has received a national award for its pioneering work hardwiring occupational therapy driven services into community sport and leisure settings.
Mindbody adds bespoke insurance to its list of offerings
Mindbody, has launched a specialist insurance programme for its customers which is being delivered through its platform.
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Altrafit introduces custom functional fitness equipment at Third Space
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THFI’s new online coaching course partners with FITR: launch your business confidently post-completion
In today's rapidly evolving fitness industry, where many online courses promise secret formulas for entrepreneurial success, the reality is that few provide the necessary knowledge to thrive in this fast-changing profession. [more...]
+ More featured suppliers  
COMPANY PROFILES
Precor

Precor has been a pioneer in delivering fitness experiences for commercial customers for more than 4 [more...]
+ More profiles  
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+ More catalogues  

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28-29 Jul 2024

Les Nouvelles Esthetiques Spa Conference 2024

Southern Sun Rosebank, Johannesburg, South Africa
03-05 Sep 2024

ASEAN Patio Pool Spa Expo

IMPACT Exhibition Center, Bangkok, Thailand
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Tel: +44 (0)1462 431385

©Cybertrek 2024

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