It’s hard to scroll through Instagram or TikTok without seeing a fitness influencer wearing Gymshark.
The brand has become almost synonymous with social media fitness culture — but why do influencers love it so much?
As someone who’s worked closely with apparel manufacturers and fitness startups, I’ve seen firsthand how Gymshark built one of the most powerful influencer communities in the world.
Let’s break down the real reasons behind its massive popularity — and what other activewear brands (like ours at FuKi Gymwear) can learn from it.
Gymshark was founded by Ben Francis in 2012 with a simple idea — create gym wear that looked good on camera.
At the time, most fitness gear was built for function, not social media presence.
Ben, himself a YouTuber, realized influencers needed:
💡 Gymshark didn’t chase influencers — it was built for them.
Instead of paying for ads, Gymshark focused on long-term influencer relationships.
They called them “Gymshark Athletes” — not just promoters.
What made this strategy different:
These athletes didn’t just wear Gymshark — they lived it.
📸 It became a badge of credibility within the online fitness world.
Gymshark’s design philosophy was Instagram-first: every piece had to photograph beautifully.
| Feature | Why Influencers Love It | Example |
|---|---|---|
| Seamless fabrics | Highlight body lines without harsh seams | Vital Seamless Leggings |
| Compression fits | Accentuates physique for photos/videos | Adapt Camo Leggings |
| Neutral tones | Easy to match for lifestyle content | Studio collection |
| Sculpting details | Designed for camera angles | Contour collection |
👖 For influencers, Gymshark outfits became both a gym essential and a visual identity.
Gymshark’s success isn’t luck — it’s a perfect mix of content, timing, and authenticity.
Key strategies that made it viral:
📈 While competitors spent millions on ads, Gymshark built trust through people.
| Aspect | Gymshark | Nike / Adidas | Small Fitness Brands |
|---|---|---|---|
| Marketing Focus | Influencer-led | Celebrity & athlete endorsements | Paid ads & micro deals |
| Brand Tone | Relatable, youthful | Professional, performance-driven | Inconsistent |
| Design Direction | Minimal, sculpting, trendy | Technical, athletic | Imitative |
| Community | Strong & loyal | Broad & general | Fragmented |
🏋️ Gymshark built a “tribe,” not just a customer base — something money can’t buy.
If you’re building your own fitness or athleisure label, here’s what to take from Gymshark’s playbook:
At FuKi Gymwear, we help emerging activewear brands apply these same strategies — from influencer-ready design to global OEM manufacturing.
Q1: Who was Gymshark’s first influencer?
Steve Cook and Lex Griffin were among the earliest ambassadors who helped shape the Gymshark community.
Q2: Why do influencers prefer Gymshark over other brands?
Because Gymshark supports them as partners, not just marketing tools — giving creative freedom and real recognition.
Q3: Can small brands build a similar influencer network?
Yes — start with micro-influencers who align with your brand values, and grow with consistency.
At FuKiGymwear.com, we manufacture and design premium-quality activewear for fitness and lifestyle brands worldwide.
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