Gymshark
Repping Growth: How Gymshark Won in a Crowded Market
21%
10 %
The Challenge
Faced with new growth opportunities in an increasingly competitive US market, Gymshark, the gymwear brand and fitness community, embraced a pivotal moment in their marketing journey. While customer acquisition was evolving, it presented fresh challenges and possibilities. Recognising the need for innovation, Gymshark paved the way forward with a bold, game-changing strategy that redefined their approach, reigniting momentum and solidifying their position as an industry leader.
The Approach
Our proprietary MMM solution, COmpass, identified the true drivers behind new customer acquisition across all marketing channels. Using these insights, Gymshark built a strategic, full-funnel investment approach that seamlessly integrated paid marketing with influencer and ambassador partnerships.
This data-driven strategy empowered the team to optimise platform performance reporting, refining tactical decision making based on a comprehensive, full-funnel view of what worked. Forward Indicators of Demand (FIOD) enhanced the approach, providing short-term validation to build confidence in medium-term outcomes.
With this optimised strategy in place, Gymshark reignited its US growth trajectory, delivering year-on-year gains and outperforming its international markets.
The Results
21 %
10 %
8 %
Carly Natalizia
Chief Digital Officer, Gymshark
Charlie Oscar has provided invaluable strategic insight and activational recommendations through their COmpass analysis, which has allowed us to identify significant growth opportunities.
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