Gymshark Ltd is a British multinational athletic apparel retailer with head office in Solihull, England.[6] Founded in June 2012 by Ben Francis and Lewis Morgan, the company was initially operating from a garage, using basic equipment such as a sewing machine and screen printer to produce garments. Since then, Gymshark has grown into a multinational retailer with a presence in over 230 countries through its online platforms.[7][8]
As of 2025, Gymshark reports a global community of over 10 million customers and more than 18 million followers across social media platforms.[9] The company operates 14 international online stores and employs over 900 staff across multiple regions, including its headquarters in Solihull, West Midlands, and an office in Denver, Colorado.[7] Gymshark reached a valuation of over £1 billion in 2020.[10][11] Gymshark sells online and it opened its first retail store on Regent Street, London.[12]
History
2012–2016
Gymshark was founded by school friends Ben Francis and Lewis Morgan in 2012.[13] Both aged 20, they set up the brand while studying at university.[14] Initially, Gymshark started drop shipping bodybuilding supplements through its website.[15] In 2013, it began designing and manufacturing its own fitness apparel.[16] Francis manufactured the garments in his parents' garage on a made-to-sell basis using a sewing machine and screen printer he purchased with £1,000 of savings.[17] During the first year, Gymshark made £500 in sales per day.[17]
In 2013, the company exhibited at the BodyPower fitness trade show at the NEC arena in Birmingham where it sold out of all its stock in the first day.[18] After the show, Gymshark's Luxe tracksuit went viral on Facebook, generating £30,000 of sales within 30 minutes.[18][16]
When the company's revenue reached £250,000, Francis and Morgan both left university to focus on Gymshark full time.[19] In 2016, Morgan partially exited the business retaining 20% of the company, to focus on his other ventures, property development company Ernest Cole and fashion label Maniere De Voir.[19]
2019–present
In 2019, the company opened a new 8,000 square foot office in Hong Kong.[20] In September that year, Gymshark launched the Gymshark Lifting Club, a gym and innovation hub, on the same site as its headquarters in Solihull.[21][22]
In August 2020, US private equity firm General Atlantic purchased a 21% stake in the company for £275 million.[10][23][24] The company said it would use the funding to further expand globally.[10]
In February 2023, Gymshark appointed bodybuilder and influencer David Laid as creative director.[25]
In March 2025, it was reported that Alix Earle was suing the company for £775,500 in losses following allegations it cancelled a sponsorship agreement.[26]
Gymshark sells fitness apparel for men and women[31] including workout vests, hoodies, t-shirts and leggings.[32] While the brand was initially aimed at men, by 2020 approximately two thirds of sales were to women.[33]
The company does not rely substantially on brick-and-mortar stores but did open its first pop-up shop in London's Covent Garden in February 2020.[12][34] In 2022, Gymshark opened its first permanent store in Regent Street in London.[12]
In August 2019, Gymshark released a fitness app offering both free and premium plans.[35] The app provides a range of workouts, video demonstrations and customizable training plans. The home-based workouts gained popularity during the COVID-19 lockdowns.[36]
Gymshark publishes annual sustainability reports under the banner “Our Planet”, outlining its goals for reducing carbon emissions and improving product circularity.[41] The company has introduced recycled fabrics in selected ranges and switched to biodegradable packaging for online orders. In 2024, Gymshark announced a target to achieve net-zero operational emissions by 2030.[42] Gymshark also supports community campaigns such as the “Conditioning Community” project, promoting inclusive access to physical fitness programmes across the UK.[43]
Controversies
In late 2023, American influencer Alix Earle alleged that Gymshark prematurely terminated a promotional partnership after she expressed pro-Israel views on social media, following the October 7 Hamas attacks. Earle claimed in filings to the High Court that Gymshark had agreed to pay her US$ 1 million for promotional content, including TikTok and Instagram posts, an event appearance, and a photo shoot.[44] She argued that the agreement was ended early due to negative responses online to her stance, citing comments such as: “Why do you have a Zionist in your ad, answer quickly”.[45] Gymshark denied that a binding contract existed but, according to media reports, the case was settled in January 2025 for an undisclosed sum.[46]
Separately, Gymshark has also faced disputes with former brand ambassadors over restrictive contractual clauses. In 2023, British powerlifter Nathaniel Massiah, who had been an influencer for the company since age 17, began promoting a rival brand, YoungLA, shortly after his Gymshark contract expired.[47] Gymshark argued that this breached a three-month non-compete clause and sought a High Court injunction to prevent him from endorsing competitors. Massiah’s legal team contended that the contracts were heavily imbalanced in Gymshark’s favour and signals the limited negotiation power of young athletes dependent on sponsorship income.[48]
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