When Ben Francis launched Gymshark from a garage in Birmingham, UK, in 2012, he was a 19-year-old university student and Pizza Hut delivery driver with a passion for fitness and digital innovation. Francis’s vision was to create workout gear he could not find in stores: well-fitted and stylish clothing for gym enthusiasts, powered by a direct conversation between brand and consumer.
Early Hustle and Community Breakthrough
The story of Gymshark began on a shoestring budget. Francis and childhood friend Lewis Morgan invested £1,000 in a sewing machine and screen printer, producing garments by hand in Francis’s parents’ house (Digital Journal). Early days were marked by rapid experimentation and failure—Francis recalls trying seven business ideas before landing on Gymshark. But 2013’s BodyPower Expo in Birmingham changed everything: Gymshark sold out of its Luxe tracksuit in half an hour, then generated £30,000 in sales in one hour after the product went viral on Facebook.
Digital-First Playbook and Influencer Momentum
Unlike legacy fitness brands, Francis bet everything on social media and community. Between 2013 and 2016, Gymshark’s influencer strategy became industry standard: early collaboration with fitness YouTubers and Instagram athletes powered organic growth, helping the company reach millions in revenue while still run by college-age founders. Gymshark sidestepped traditional wholesale and retail, instead launching 14 localized web stores and mobile apps—accounting for 96% of revenue as of 2025.
Customer relationships were cultivated through authentic storytelling, real-life fitness journeys, and athlete partnerships, allowing Gymshark to build a following of over 18 million social media users and a conditioning community often likened to a movement, not just a brand.
Scaling, Setbacks, and Strategic Pivots
Recognizing his own limitations, Francis stepped down as CEO in 2015 to learn from experienced executives but returned to the helm in 2021. During that period, Gymshark expanded internationally and sharpened its analytics-driven marketing and direct-to-consumer operations. Its unique data-driven drops, informed by customer behaviors and fitness app trends, made product launches feel personal and timely.
A pivotal moment came in August 2020, when private equity giant General Atlantic purchased a 20% stake, valuing Gymshark at £1.45 billion and giving Francis, then 28, new financial muscle for global scaling. The business subsequently posted revenues of £608 million in 2021 and £556 million in 2023.
Physical Expansion and Brand Innovation
From online juggernaut to omnichannel icon, Gymshark opened its first permanent UK store, then announced a landmark 13,000 sq ft flagship in New York City’s SoHo in 2025. New partnerships—such as with cult footwear brand R.A.D.—showcase continued innovation and a willingness to stretch beyond apparel.
Francis’s leadership has been recognized globally: in 2025, he was named to the Global Fitness 100™ for his community-building and social commerce impact.
Who Owns Gymshark Now?
As of September 2025, Gymshark is still a private company. Ben Francis owns a 70% stake and serves as CEO, while General Atlantic remains the biggest outside investor at 20%. The company’s strong finances and robust culture of founder-led innovation make it a standout among UK and US fitness apparel peers. Recent speculation hints at a possible IPO, but as of now, Gymshark’s founder-first philosophy remains intact.
