Gymshark is a UK-based D2C fitness apparel brand known for high-quality gym wear, athleisure clothing, and strong community-driven branding.
Gymshark is a UK-based fitness apparel and accessories company known for form-fitting gymwear and heavy use of social media–driven marketing. Founded in 2012 and grown from a garage startup into a global brand, it sells primarily online with a growing number of physical stores in the UK.
Key facts
Full name: Gymshark Ltd
Founded: July 5, 2012, in Solihull, England
Founders: Ben Francis and Lewis Morgan
Industry: Fitness apparel, accessories, sports equipment
Ownership: Majority-owned by Ben Francis; minority stake by General Atlantic (~21%)
Background and growth
Gymshark began when then-student Ben Francis and his friend Lewis Morgan started dropshipping supplements before sewing their own gym clothing in a garage using a basic sewing machine and screen printer. A breakout moment came after a fitness expo in Birmingham in 2013, when a tracksuit went viral online and generated tens of thousands of pounds in minutes, pushing the founders to leave university and go all-in on the brand.
Business model and products
Gymshark focuses on direct-to-consumer sales via its own e-commerce sites, serving customers in over 180–230 countries depending on source, with localized online stores in multiple regions. Its core products are performance-focused leggings, shorts, sports bras, tops, and athleisure items for both men and women, with women now making up the majority of customers. The brand also developed a training app offering guided workouts and programs.
Brand, marketing, and community
The company is known for aggressive social media and influencer marketing, working with fitness creators and athletes on platforms like Instagram, TikTok, and YouTube rather than traditional advertising. It emphasizes “conditioning” and community, organizing pop-up events, lifting meets, and collaborations to deepen engagement. Gymshark’s social channels collectively count tens of millions of followers, which has been central to its rapid growth and global recognition.
Scale, valuation, and recent developments
In 2020, US private equity firm General Atlantic bought a 21% stake, valuing Gymshark at over £1 billion and giving it “unicorn” status. The company has since expanded physical presence, opening a flagship store on Regent Street in London and additional UK locations, alongside offices in Solihull, London, Denver, and previously Hong Kong. As of mid-2020s reports, headcount is around 900–2,000 employees globally, and the brand has continued pursuing international expansion while navigating challenges like restructuring and high-profile influencer disputes.