The Problem With Gymshark

Gymshark were one of the first companies to use influencer marketing effectively, however while being my favourite business growth story, the rise of Gymshark helped incubate problems which would go on to haunt the brand if left unaddressed....
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The growth of Gymshark has been nothing short of incredible.
Without a doubt, they have inspired millions to go to the Gym.
This seems weird when talking about a clothing brand, but Gymsharks use of influencer marketing and conscious focus on their ‘culture’ has in fact earnt them a cult following.
While getting people into the gym is a positive thing, many have criticised Gymshark for promoting and sponsoring disingenuous influencers secretly take PED’s all the while claiming natural to sell their programs and supplements to naïve teenagers who hero-worship influencers.
One of the biggest things which puts people off going to the gym is unrealistic expectations and fake naturals are only making this problem worse.
Amongst this advice being given out by Gymshark athletes are glaring pieces of misinformation which could have very negative effects on their audience’s health.
While most of these instances are just honest mistakes and the influencer truly does want the best for their audience because effective advice is often boring, many of these influencer’s resort to party tricks and the invention of their own ridiculous exercises to stand out from the crowd.
Misinformation and dishonesty are one of the main things which the Gymshark founder’s initial fitness inspirations (Scott Herman and Scooby1961) fought against, and Gymsharks association with those who spread misinformation has resulted in the company losing one of their best most transparent science-based influencers; Natacha Oceane.
So, I believe that this is something that Gymshark are going to start taking more seriously.

Moreover, now that Gymshark are a global billion-dollar brand for them to expand they cannot focus purely on sponsoring those with often unnaturally achievable physiques, after all aesthetics is one of many reasons to go to the gym. If Gymshark do start posting photos of people who aren’t diced to the socks, I really don’t think this is a bad thing. If the person is actively trying to improve, many people are likely to find this more relatable which may as a result encourage them to get to the gym.

After watching every single video of Ben Francis, I can say that one of his main philosophies is to not fear failure/mistakes, he views them as a good thing as they cannot be avoided (especially when running an innovative company), after all it is from responding to and addressing mistakes and failure that the business has been able to scale so fast.
Ben remains the major shareholder and from the companies’ recent actions, it does seem like they are making changes for the better.
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►𝘾𝙧𝙚𝙙𝙞𝙩𝙨
Ben Francis
Lewis Morgan
Swolenormous
Omarisuf
Greg Doucette
Scott Herman
Shredded Sports Science
Natacha Oceane
True Geordie
Philion
Ryan Casey
James English
Sean Nalewanyj
Natural Hypertrophy
Fitlabb
The Bioneer
The Last Natural
Dr Swole
Ben Carpenter
Geoffrey Verity Schofield
Mario Tomic
Alpha Destiny
Bostin Loyd
Virtruvian Physique
Ross Smith
Will Tennyson
Ryan Garcia
Hellah Sidibe
Obese to Beast
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►𝙍𝙚𝙛𝙚𝙧𝙚𝙣𝙘𝙚𝙨
The Times, 2020 https://www.thetimes.co.uk/article/gymshark-founder-ben-francis-story-2jm7d2trk
Birmingham Mail, 2018 https://www.birminghammail.co.uk/news/midlands-news/astonishing-story-birmingham-student-behind-15222013
The Telegraph, 2020 https://www.telegraph.co.uk/health-fitness/body/dont-think-healthy-retire-28-meet-gymsharks-100m-co-founder/
The Times, 2018 https://www.thetimes.co.uk/article/gymshark-launched-by-ben-francis-bulks-up-69838cls9
BBC News, 2018 https://www.bbc.co.uk/news/business-45246999
Financial Times, 2020 https://www.ft.com/content/6122628d-a309-4c33-a664-3fc799b0dee8
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All materials in these videos are used for educational purposes only, within the guidelines of fair use. No copyright infringement is intended. If you are/represent the copyright owner of materials used in this video and have a problem with the use of material, please contact me via my email in the "about" page on my channel. Copyright © Joshua Brett 2021
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Introduction 00:00
Influencer Marketing 02:53
Fake Naturals 06:11
The Next Nike? 11:16

Видео The Problem With Gymshark канала Josh Brett