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Gymshark

Even in the slightly unhinged world of internet influencers, Devon Lévesque is one of the most intense—hands down. Recently the 28-year-old fitness pro bear-crawled 26.2 miles around New York City to raise awareness of veterans’ mental health. To the delight of his nearly 500,000 Instagram fans, on October 30 Lévesque, who can hit 12 miles per hour on all fours, crawled across the Brooklyn Bridge, then shot through the East Village and up to Harlem before finishing strong at Central Park’s Overlook Rock. And he did it all decked out in gear from British fitness startup Gymshark. Never heard of it? Spend more time on TikTok.

In the crowded and well-capitalized sportswear market, Gymshark has become a $1.4 billion–plus (valuation) brand by paying 80 ripped fitness influencers like Lévesque anywhere from $6,000 to more than $100,000 per year by Forbes estimate to live—and sell—the Gymshark lifestyle on social media. Founder Ben Francis, 28, has one rule for his athletes: Do you, but do it in Gymshark. “Young people only want to buy community-led brands that align with their values,” Francis says. “We are a community that also happens to sell things.”

Source: Forbes

Date: December 7th, 2020

Link: https://www.forbes.com/sites/alexandrasternlicht/2020/12/02/how-ben-francis-used-tiktok-and-instagram-to-build-gymshark-into-a-billion-dollar-sportswear-brand/?sh=5861c3c2358e

Discussion

  1. Gymshark uses technology to build an audience for is products. How could you do the same for your idea?
  2. At its core, Gymshark started by designing and making things for themselves, and then moved into online retail to sell those things. Why is this so important in an online business?

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