How well is Gymshark doing on Social Media?
Gymshark is a fitness apparel & accessories brand for both men and women based in the United Kingdom. The company was first founded by Ben Francis and his high school friends in 2012. The company grew from a screen printing operation garage to one of the most recognized brands in the fitness apparel industry. Up to today, the brand has highly engaged social media followers and customers from over 131 countries with its last year turnover was £176 million.
Gymshark mainly sells their products online so they have been doing pretty well with their online and social media platforms. The brand has 3 different Instagram channels with a total of nearly 9 million followers. There are three things that Gymshark has been doing a very great job at their social media. First of all, they focus on a very niche market which is the young people who are interested in sports and fitness. All of the contents shown on their Instagram pages are hugely aimed at young audiences. The content catches their attention by showing some of the brand’s simple yet unique gym outfits, along with some short workout videos. The page also promotes commitment and dedication to fitness, and a healthy lifestyle by working out. Secondly, Gymshark has very good marketing strategies and one of them is using Instagram influencers as their brand ambassadors. On their Instagram page, we can see that the brand often reposts photos of influencers wearing their products. This doesn’t just help the brand to reach more audiences, but it’s also an effective way to promote their products. Last but not least, Gymshark also does a good job at involving customers in their social media platform. The brand often creates work out videos on their Youtube channel for people to follow, and in return, they would repost user’s content showing their work out process. The brand also often asks for customer’s feedback and opinions by creating polls on their social media. This allows customers to feel involved and valued by the brand.
Overall, I think that Gymshark is doing a pretty good job of maintaining their image on social media. However, I think it would be better if they could have more content about promoting body positivity and healthy lifestyles. The brand’s Instagram page is full of very fit and body built models which I think the company is promoting an ideal “fit” type of body. I personally do not support this because I think that any body sizes will look great in their gym clothes and it would be better if Gymshark could promote this. Also, the brand could try to have more content about promoting healthy lifestyles such as healthy diets, yoga, or meditation, rather than just purely posts about hardcore workouts at the gym.
Up to today, Gymshark continues to be one of the most recognized brands in fitness apparel. Compared to other brands such as Lululemon and Adidas, Gymshark also holds a good stand in the market. Even though the company hasn’t been on the market as long as the other two brands, they’ve grown fast over the years and their marketing strategies are just as good. Based on a lot of reviews, their products have quality and value, and some of them are sold at more affordable prices compared to the other two brands. However, both Lululemon and Adidas have a wider variety of products. They also have more different types of content on their social media such as both companies raise awareness about social issues on their Instagram pages or Lululemon specifically promotes body positivity. Gymshark right now focuses on using influencers to promote their brand and that makes up a huge part of the content on their social media pages.
In conclusion, there is no doubt that Gymshark is doing well in the market and they are growing strong to become more recognized in the industry. With good marketing strategies, Gymshark definitely knows how to make their social media platform gain a lot of followers and hence increase their customer base. However, they still need to improve on the type of content to post on their social media as mentioned above.
Citations:
Gymshark. About Gymshark. row.gymshark.com/pages/about-us.
Turnover and Profit Soar at Gymshark. 26 Mar. 2020, www.businessinnovationmag.co.uk/turnover-and-profit-soar-at-gymshark/.
Gilliland, Nikki. Five Marketing Lessons from the Success of Gymshark. 20 Aug. 2020, econsultancy.com/five-retail-lessons-sportswear-brand-gymshark/.
Turnover and Profit Soar at Gymshark. 26 Mar. 2020, www.businessinnovationmag.co.uk/turnover-and-profit-soar-at-gymshark/.
