The Gymshark FAM 🦈

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Gymshark has created an entire community ecosystem. Which is why their revenue grew 15% to $709 million last year, while some of their competitors lagged.

Like most brands, they have a solid sales funnel with optimized conversion pages.

And they run great influencer marketing campaigns for content distribution.

But in an infinite content market, you need to create community distribution.

They have:

1. Centralized their community away from social media and other distractions.

2. Created a strong brand identity and sense of belonging.

3. Found ways to have the community advocate itself.

Centralising their community

People's attention spans have remained the same, but the amount of content online has increased exponentially.

Your attention is becoming the world's most sought after commodity.

Brands are hitting you from every angle to try to influence you.

So Gymshark fosters community in their own locations.

They do this in 3 ways:

1. Their training app.

2. Their product app.

3. Physical stores.

Their apps allow them to cut through online noise and reach their community directly.

The Gymshark Training App provides its users with free workout programs. Allowing them to track their workouts, and integrate with health apps.

The more people who train regularly, the larger their total addressable market.

The Gymshark App allows users to shop for products, access exclusive deals, and book classes at the Gymshark store in London.

They are creating physical stores when other brands are going more online.

Their CEO, Ben Francis, described the store as "a place for our community to experience the essence of Gymshark."

It has:

• A hub for content creation

• 30 fitness classes per week

• A bar with experts sharing advice

• Fitting rooms set up like a studio, so people can take pictures to post

Creating regular touch points with their community (and away from their competitors).

This increases key community metrics such as engagement and participation.

The Gymshark "FAM"

Their branding isn't just about a logo; their audience wear it with pride.

As if it speaks out to society as the sort of person they are to be wearing it (their status).

They have created an emotional connection, shared values, and experiences with their community.

Ben Francis feels "the essence of Gymshark" is welcoming and approachable, often referring to itself as the "Gymshark FAM" (family).

While many DTC brands would instead be talking about how they are optimising their sales through good copy writing on weekly emails and plugging in a discount code.

They were innovators in the influencer marketing world - being among the first to partner with influencers (not creators) to promote their brand.

They found trendsetters who commanded their audience's attention on social media.

And created regular touch points with them, not with the goal of just creating a brand.

But to create an identity.

Which is unique to them, and cannot be replicated.

Community advocacy

We are living in a trust deficit.

You can buy "user" generated content on a marketplace.

Which takes away all authenticity - they're a paid actor...

In a trust deficit, reputation is becoming increasingly more valuable.

Consumers trust people more than they trust brands. And they trust community even more…

Making authentic consumer advocacy a key component of long-term success.

So within their Top Of Funnel content on social media, they create opportunities for that engagement.

With:

• Q&A sessions

• Fitness challenges

• Relating to their audience's pain points

• Creating pop culture memes to drive shares

• Creating content addressing common questions

And mix this online engagement with in-person events where they connect with their community face-to-face.

Such as live fitness challenges, international pop-up shops, and the "Gymshark World Tour. Creating opportunities for genuine user social media posts.

How to make your own "FAM"

Community is essential to cutting through the noise of infinite content. You need people to feel a sense of belonging, which can be achieved through creating a strong identity for the brand.

1. Target early adopters and give them regular touchpoints with trend setters who command their attention and shape their opinions. Gymshark found fitness creators that were trending online. You need to find people who can capture your audience's attention in your niche.

2. Take that audience and find ways to authentically engage with them online and move them further into your community. Provide value through interactive newsletters, Telegram communities and other locations away from social media competing for their attention.

3. Have the community advocate itself. Make relatable content that people want to engage with, create products or services that they want to post about and have a brand identity they want to belong to.

Thank you for reading.

We'll talk in the next one - stay curious.

Matt.