Retailer Gymshark is making a bold marketing move to reposition itself as a gym-first brand, differentiating from the crowded sports and athleisure markets in the UK and US.
In essence, Gymshark aims to establish itself as the “standout go-to destination” for gym enthusiasts, a message that is crucial for its targeted growth in the US market.
Gymshark has launched a new brand platform, ‘We Do Gym,’ which consolidates all its marketing efforts for the next 12 months. This platform focuses on emphasising Gymshark’s dedication to the gym community and its commitment to serving that audience.
“At Gymshark, we’ve never really followed in the footsteps of anybody else and we’re getting very intentional about that. People sometimes mistake us for a sports brand or an athleisure brand but we’re a gym brand; that’s a new idea to many,” said Gymshark’s chief brand officer, Noel Mack.
Gymshark is a British-based multinational athletic apparel retailer headquartered in Solihull, West Midlands, England. Founded in June 2012 by Ben Francis and Lewis Morgan
