The Client
Operating within the highly competitive activewear industry, Gymshark has carved out a niche by targeting fitness enthusiasts, athletes, and influencers through direct-to-consumer marketing strategies. Founded in 2012 by Ben Francis, Gymshark has grown rapidly, leveraging social media to cultivate a loyal global community.
Their mission is to inspire individuals to reach their fitness goals through quality performance wear that combines style and functionality. Gymshark’s commitment to innovation and customer engagement is evident in their product offerings, which include seamless leggings, performance hoodies, and versatile gym bags. With a focus on empowering customers to achieve their best, Gymshark continues to expand its influence in the fitness apparel market worldwide.
The Challenges
Launch Strategy for Dubai
Gymshark wanted to the enter the Middle East market and launch in Dubai
Limited Market Understanding
They didn’t have a deep understanding of the market
Support in Fitness and Wellness Market Analysis
They needed support to understand the fitness and wellness market, key players from gyms and fitness facilities and key stakeholders
Retail Scene Navigation and Market Analysis
They needed support with navigating the retail scene, getting a closer look into market size, demographics, consumer behavior, culture and what makes Dubai a city that must be and worthwhile
Collaboration with Local Talents and Gyms
They needed to understand who are the talents and gyms to collaborate with for their online launch
The Solution
Market Visits
Organize market visits to key fitness facilities in the market
Partner Selection
Advise on the right partner to go with in the Middle East
Industry Networking
Organize meetings with key decision makers, movers and shakers in the fitness industry
Retail Strategy
Full plan on key malls and commercial hubs in Dubai
Influencer Collaboration
Influencer vetting: support with identifying key influencers to partner with for the launch
Gifting Strategy
Gifting: for Celebrities, royalties, and VVIP profiles
The Results
E-commerce Success
Successful launch for the ecommerce website with results beyond expected
Strategic Collaborations
Collaborations and studio takeovers with Gymnation, Rebel and others
Influencer Engagement
Gather top influencers in the community to attend events and spread awareness about the launch
VIP Outreach
Get Gymsharks in the hands of Celebrities, royalties, and VVIP profiles
Seasonal Event Planning
Advise on Winter season events calendar and flagship store launch
testimonials
People Love Working with Us
Investing with GHM Consultancy has directly led to sales and profitability for KULA Recovery. They have helped establish us as the leading cold plunge business in the MENA region!
Nick Blair
- Founder of Kula Recovery
GHM Consultancy has been a great partner for us. They helped us build the blocks for the marketing function through a clear strategy and a clear structure for the implementation of the marketing plans. They also helped elevate the brand and company image. The team is structured, hard-working, and precise.
Yousef Al Gurg
- Owner of Gravity Calisthenics Gym
GHM Consultancy has played a massive role in our growth, by offering us the right marketing strategy, which helped us draw in potential clients increasing our occupancy. Choosing them was a great decision and we are constantly expanding as a group with their support.
Ghousia Fatima
- Manager
- GAL Business Center
