Gymshark unveiled a new platform ‘We Do Gym’ to reinforce its commitment to the gym community and unify the brand’s marketing efforts. This highlights Gymshark’s strategic marketing shift to rebrand the retailer as a gym-centric company.
The new platform positions Gymshark in a different space compared to the athleisure and sportswear players in the market. Noel Mack, Gymshark chief brand officer, shared that people sometimes mistake the retailer for a sports or athleisure brand. He said Gymshark is a gym brand.
“That’s a new idea to many, but to us, it’s our reason for existing, and for our community, it’s their reason to believe in us,” Mack said. “In a world of fast scrolling and short attention spans, we wanted to find a way to tell consumers everything they need to know about us in the shortest most understandable way we could.”
‘We Do Gym’ highlights gym culture – it references ‘IYKYK truths’ in an effort to ensure that customers know it is dedicated 100% to the gym.
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