Gymshark, once a garage startup, has grown into a global fitness brand, largely thanks to its smart use of influencer marketing. The company went from selling homemade gym apparel to becoming one of the most recognized fitness brands in the world.
So, how did Gymshark achieve this meteoric rise?
The answer lies in its revolutionary influencer strategy that connected directly with its target audience.
For startup founders, Gymshark’s journey offers key insights on how to leverage influencers to build brand awareness and create a loyal customer base.
In this blog, we’ll explore how Gymshark used influencers to go from zero to millions—and how you can replicate this strategy to grow your startup.
Spotting the Power of Influencers Early
Back in 2012, Gymshark’s founder Ben Francis spotted an opportunity most companies overlooked—social media influencers. While most fitness brands focused on traditional marketing methods, Gymshark partnered with fitness influencers to promote its apparel. This was at a time when influencers were just beginning to grow their massive online followings.
Gymshark didn’t just partner with any influencers—it selected those who resonated with its core audience of fitness enthusiasts. The brand gave influencers free apparel, which they wore and promoted in their workout videos and social media posts. The result? Instant exposure to a highly targeted audience.
Actionable Takeaway #1: Identify Niche Influencers
Startups can replicate Gymshark’s success by focusing on niche influencers. You don’t need to go after celebrities or macro-influencers with millions of followers. Instead, find micro-influencers who speak directly to your target audience. These influencers tend to have higher engagement rates and more authentic relationships with their followers.
Look for influencers who align with your brand values and who have an active, engaged audience in your niche. The key is to build long-term partnerships that feel natural and authentic to their followers.
Building Authentic Relationships
One of Gymshark’s smartest moves was how it treated its influencers—not just as business partners, but as part of the Gymshark family. Rather than one-off collaborations, Gymshark focused on building long-term relationships with influencers, fostering loyalty and trust on both sides.
By involving influencers in the brand’s story, Gymshark made sure they felt like part of the company’s growth. The influencers were not just promoting a product; they were genuinely invested in the success of the brand, which made their endorsements feel authentic to their followers.
Actionable Takeaway #2: Build Long-Term Partnerships
Instead of approaching influencers for a one-time campaign, think long-term. Establish relationships that go beyond simple product placement. Get influencers involved in your brand’s journey, give them insider access, and make them feel like they’re part of something bigger.
When influencers feel a personal connection to your brand, their endorsements come off as more genuine and impactful, which translates into stronger trust and loyalty from their audience.
Creating a Community, Not Just a Customer Base
Gymshark didn’t just build a brand; it built a community. Through its influencers, Gymshark fostered a global community of fitness enthusiasts who saw themselves as part of the Gymshark movement. Influencers helped nurture this community by engaging with their followers, answering questions, and creating workout content that featured Gymshark products.
This approach transformed Gymshark from a fitness brand to a lifestyle brand. Gymshark wasn’t just selling clothes—it was selling a sense of belonging and empowerment, a space where fitness lovers could connect, share their progress, and feel motivated.
Actionable Takeaway #3: Focus on Building a Community
Your startup’s success depends not just on acquiring customers, but on creating a community. Encourage your influencers to engage with their followers beyond the product. Create spaces for your customers to connect—whether through social media, exclusive events, or online forums—so they feel like they’re part of something bigger than just a transaction.
A loyal community not only drives sales but also turns customers into brand advocates who will spread your message organically.
Leveraging Influencer Content as Social Proof
Another key element of Gymshark’s strategy was using influencer-generated content as social proof. Fitness influencers posted workout routines, product reviews, and lifestyle content that showcased Gymshark apparel in action. This user-generated content (UGC) served as powerful social proof, convincing potential customers to trust the brand.
Gymshark regularly reposted influencer content on its own social media channels, amplifying the reach and adding credibility. By doing so, Gymshark turned its influencers into co-creators of the brand’s narrative, making their content an essential part of the brand’s marketing strategy.
Actionable Takeaway #4: Use Influencer Content as Social Proof
User-generated content, especially from influencers, is one of the most effective ways to build trust with your audience. Repost and feature influencer content on your own platforms to provide social proof and show potential customers that real people love your product.
Encourage your influencers to share reviews, tutorials, or behind-the-scenes content that feels authentic. When potential customers see influencers they trust using your product, it makes your brand more credible and relatable.
Turning Influencers into Brand Ambassadors
As Gymshark grew, it turned its influencers into brand ambassadors, giving them a more official role within the company. Brand ambassadors not only promote products but also embody the values and ethos of the brand. Gymshark’s ambassadors became the face of the company, appearing in campaigns, events, and collaborations.
This move elevated Gymshark’s influencers from mere content creators to representatives of the brand. It created a deeper sense of loyalty and commitment, ensuring that these influencers would continue to champion the brand for years to come.
Actionable Takeaway #5: Turn Influencers into Brand Ambassadors
If an influencer proves to be a strong advocate for your brand, take the relationship to the next level. Offer them ambassador roles, invite them to exclusive events, or even give them input into product development. By giving them a stake in your brand’s success, you’ll create a deeper bond that lasts beyond a few social media posts.
When influencers become brand ambassadors, they aren’t just promoting products—they’re promoting the entire lifestyle your brand represents.
Scaling Through Influencer Marketing
Gymshark’s influencer strategy didn’t stop once the brand started gaining traction. As the company grew, so did its influencer partnerships. Gymshark continued to identify new influencers, enter new markets, and expand its community. What started as a few fitness influencers promoting gym apparel quickly turned into a global network of athletes, fitness enthusiasts, and influencers who identified with the Gymshark lifestyle.
This scalable strategy allowed Gymshark to expand its reach without needing to spend massive amounts on traditional advertising. Influencers became the brand’s most valuable marketing tool, helping Gymshark reach millions of fitness fans worldwide.
Actionable Takeaway #6: Scale Your Influencer Strategy
Once your influencer strategy begins to deliver results, don’t stop there. Continue to scale by identifying new influencers, entering new markets, and finding ways to expand your brand’s reach. The more influencers you can partner with, the broader your reach will become, especially if you’re entering international markets.
Keep building your network of influencers as your brand grows, ensuring that your marketing efforts scale alongside your business.
Conclusion
Gymshark’s influencer strategy is a blueprint for startups looking to make a mark in a crowded market. By partnering with niche influencers, building authentic relationships, and fostering a global community, Gymshark turned its influencers into the driving force behind its brand’s growth.
For startup founders, the takeaway is clear: influencer marketing isn’t just about paying for a shoutout. It’s about building lasting relationships, creating value for your community, and scaling your efforts as your brand grows.
Ask yourself: How can you find influencers who resonate with your brand? What steps can you take to build long-term relationships with them? And most importantly, how can you turn influencers into true brand advocates who are as invested in your success as you are?
