BE A VISIONARY.
CONTENTS 4. Brand Story 8. The Gymshark vision 9. Brand mission 13. Brand Values 16. Brand Guidelines 24. Product Positioning 26. Brand Positioning 28. Our consumer 33. Brand Touchpoints 54. Gymshark Events 63. Sustainability
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BRAND STORY
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B BRAND STORY
en Francis created Gymshark in 2012, at the age of nineteen, with a group of his high-school friends. It began as a screen printing operation in his parents garage in Birmingham whilst he was at university and has grown into a fast paced global fitness apparel brand. He began with the intention of selling other brand’s active wear but realised that the styles that him and friends wanted to wear did not exist. He saw a gap in the market and decided to start manufacturing and selling ‘longer, stretchier and more fitted’ garments that he and his friends would want to wear in the gym. Initially Gymshark was making £300 a day in online sales. However in 2013 he introduced Gymshark at a major fitness expo, known as ‘Body Power’, just round the corner from us in Birmingham. He invited fitness influencers with a large following to represent us, create a buzz and attract attention to Gymshark. During and after the event we became inundated with sales and were receiving £30,000 worth of orders a day. Fast forward five years and Gymshark now sells some of the most popular activewear in the market, to men and women and is one of the fastest-growing companies globally. We have: CUSTOMERS IN 131 DIFFERENT COUNTRIES 5.2 MILLION SOCIAL MEDIA FOLLOWERS
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GYMSHARK WAS BUILT ON BIG RISKS 6.
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THE GYM SHARK VISION Before there is an action, there is an idea. We exist to create the tools that help people unlock their full, incredible potential and put their ideas into action. Be all that you imagined you could be. Be a visionary.
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MISSION We exist to create the products, innovate the technologies and build the communities that inspire you to perform at your full potential.
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BE A VISIONARY
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VALUES FAMILY: Our community of athletes, artists and visionaries stretch all the way across the globe. We are a family of like-minded individuals working to bring our respective visions to life.
PROGRESSION: Our products exist at the intersect of engineering and art. To remain at the forefront of both, we need to be fearlessly progressive and consistently futureconscious. We are not future-proof. We are the future.
VISION: In everything we do, be true to our own vision and respectful of others. We are here to bring ideas to life. There is no idea too big, or too small.
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BRAND GUIDELINES 16.
LOGO STANDARDS
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The Gymshark logo is made up of the brand name with the shark symbol situated right next to the text on the right hand side. The graphically illustrated shark symbol may be used on it ’s own on all garments and within all media channels. It is one of the most integral parts of the brand identity. To build brand awareness it must appear either individually or with the Gymshark text in at least one location on all print, electronic and promotional items. Consistent use of both logos is important to present a clear perception of Gymshark.
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LOGO STANDARDS 0.625 / 75 Pixel
For the brand name logo these are the three main variations used throughout the packaging, online content and electronic and print publications. The colour of the logo on the garments can vary depending on the colour-way of the garment and it is up to the designers to choose the most aesthetically effective colour-ways.
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LOGO STANDARDS 0.625 / 75 Pixel The minimum reduction of the Gymshark logo should be no smaller than .625� (75 pixel) square.
SOCIAL MEDIA ICON ON ALL PLATFORMS
These are the four main variations for the graphically illustrated logo, which is the most important element in easily aiding the consumers identification of Gymshark. It is important it is not surrounded by anything, particularly on the garments. The logo should have a clear visual separation from all other elements, including headlines, text, imagery, and the outer edge of the document or applications. When using the logo, graphic elements should remain at least one-half the width of the logo from the logo on all sides.
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LOGO STANDARDS INCORRECT USAGE DON’T:
1. Adjust the angle
3. Duplicate
5. Fill with a pattern 20.
2. Adjust the proportions
4. Make it appear illustrated/ hand drawn
6. Outline it
(THE SAME RULES APPLY TO THE THE TEXTUAL LOGO)
FONT GUIDELINES The following typefaces should be utilised for all Gymshark marketing materials, including signage and point of sale. Like the company logo, our fonts are also expressions of the brand. Gymshark uses the the following fonts in order to maintain consistency yet still allow choice depending on which is the most appropriate within the context.
Font Family: Helvetica Helvetica Light ABCDEFGHIJKLMNOPQRSTUVWXYZ 12345689!?& abcdefghijklmnopqrstuvwxyz
Samples: Helvetica Light Helvetica Light Oblique Helvetica Regular Helvetica Oblique Helvetica Bold Helvetica Bold Oblique
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IMAGE GUIDELINES Gymshark are renound for high quality, beautiful photography which is an integral part the brand identity. Not just to show off the high quality products but to engage and inspire our audience.
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TONE OF VOICE FAMILY. PROGRESSION. VISION. Through our visual imagery, words and products we aim to inspire and motivate our consumers to be the best version of themselves, whether that be in the gym at work or within their relationships. Gymshark is more than just activewear, it is a culture that inspires dedication, drive and ambition. Through the Gymshark family we encourage kindness and respect in every aspect of life. We are constantly trying to convey this sense of encouragement and motivation within the words we to communicate and often use commanding statements directed at our consumers, like, ‘Be A Visionary’. Our clothing is innovative with new designs and fabrics constantly being introduced. Overall we keep it simple and let the products and and visual content do the talking.
CORE COLOURS Colour values: RGB 16 24 32 HEX/ HTML 101820 CMYK 100 79 44 93
Colour values: RGB 0 181 226 HEX/ HTML 00B5E2 CMYK 75 0 5 0
Color values: RGB 193 198 200 HEX/ HTML C1C6C8 CMYK 10 4 4 14
Color values: RGB 65 143 222 HEX/ HTML 418FDE CMYK 68 34 0 0
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PRODUCT POSITIONING
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PRODUCT POSITIONING
All Gymshark products are presented in a consistent manner in order to maintain familiarity for the consumer. Product content • Six images must be shown of the product with a minimun of three containg the Gymshark logo. • There must be a range of angles and areas of the product shown - including close ups and full-body images. • The price, available sizes and colour alternatives and the size the model is wearing should all be listed. • Images should be accompanied by an appropriate description explaining the benefits and technical specifications of the product.
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MARKET POSITIONING Gymshark is strategically placed in the market of activewear at a mid-way point, competing against global brands online and offline.Being an online only brand creates immense oppurunity to attract a global market however it also increases competition. We offer a much higher quality of activewear compared to highstreet retailers, like H&M, without reaching the same quality as competitors such as Nike and LuLu Lemon. This enables us to retail products at a lower price point than them in order to capture a market searching for decent but affordable activewear. The minimalistic designs could suggest a functional aesthetic compared to brands such as Sweat Betty, which often incorporate a lot pattern in their design, however the extremely tight fit keeps in line with popular gym trends for young people.
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HIGH QUALITY
FUNCTIONAL
FASHION
LOW QUALITY
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OUR CONSUMER: PEN PORTRAIT
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TARGET MARKET: FEMALES 18-30
Name: Meggan Grubb Age: 22 Lives in: London Job: Student/Part-time Sales Assistant Hobbies: Gym and scrolling through Instagram Studying: Psycology Likes: Dogs, chocolate and jazz music Dislikes: Cropped Leggings Favourite body part to train: Glutes Life Goal: Get a PhD Other: - Enjoys long walks - Has a healthy balanced lifestyle - Doesn’t enjoy heavily drinking - Trains to look good and feel good - Enjoys being motivated and working hard
Why she shops at Gymshark: Because Gymshark offer a high quality of professional looking clothes to train in with more affordable prices than brands like Lulu, which is helpful as i’m on a student on a budget. They offer unique styles that flatter my curves in all the right places and are often coming up with new styles.
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Name: Elliot Burton Age: 22 Lives in: Surrey Job: Carpenter Hobbies: Training and content creation Likes: Grime music, training, travelling, weekends and protein pancakes Dislikes: Commercial gyms Life Goal: Open my own gym with an amazing space for likeminded people to train together Other: - In the future he would like to take content creation full time and - He would like to take part in a body building competition - He enjoys going clubbing once a week with his mates
Why he shops at Gymshark: Because many of my favourite fitness social media influencers are ambassadors for the brand and they motivate me. I’m also a fan of the tight fit on the tops and bottoms and the iconic logo.
TARGET MARKET: MALES 18-30
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GYMSHARK ATHLETES
Gymshark athletes are fitness influencers who represent us. They attend our events, wear our products and inspire and motivate our customers. With such large followings they are idolised and treated like celebrites when met at our events, this helps create a buzz around our brand and grow the Gymshark family.
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BRAND TOUCH POINTS 33.
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WEBSITE GYMSHARK.COM
At Gymshark we sell directly to the consumer via our website and it is the only place Gymshark products can be purchased. Ben Francis explains,
“Gymshark has always been an online store. It has never been attractive to us to go and stock into other retailers because we don’t want to lose creative license over the brand and products and that is something that is really important to us.”
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SOCIAL MEDIA @gymshark
Social media is a huge part of the way we build our brand. It is not just about sharing direct links so that our consumers can easily access our products. It is about sharing high quality and appealing content that motivates and inspires our audience. It’s about community, also known as the Gymshark family and creating engagement around it. We want everyone to feel a apart of the Gymshark family. We don’t use mainstream advertising as we know this is not where the attention of our target market is. They are constantly on their phones using social media and therefore that’s where we need to be.
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SOCIAL MEDIA INSTAGRAM
It is important at Gymshark to ensure our brand is exposed in the places that our consumers attention predominantly lies and for our target market their primary touch point is Instagram. As our target market are primarily millennials, we understand how limited and valuable their attention is.Therefore Instagram is the first place we make announcements and share content as this is the most likely place our consumers will see it. We have three accounts: our main one ‘Gymshark’, for our general content and announcements, ‘Gymshark women’ used to share photos of our female Gymshark family sporting our garments and ‘Gymsharktrain’, which we use to share daily videos of the Gymshark family working out whilst wearing Gymshark gear in order to motivate and inspire, as well as promoting our products.
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SOCIAL MEDIA YOUTUBE
It is important for us at Gymshark to create high quality video content to share on the platform, Youtube, as this is another main way our target market consume media and therefore it is somewhere we can capture their attention. It also allows everyone to be apart of the Gymshark family as they can experience our exciting events, such as our pop-ups, almost as if they were actually there. It is all about evoking the sense of community and inclusivity into the exclusive group of the Gymshark athletes.
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SOCIAL MEDIA FACEBOOK
It is important for us to have a presence on Facebook in order to maintain a sense of community and create exposure on one of the most important and popular platforms in digital marketing. As well as using it to share visual content it is a useful platform for sharing events in order to get actual responses which is extremely useful to gage interest, as they allow people to respond with ‘Interested, ‘Going, or ‘not going’. This is also helpful in creating a sense of excitement around our events. We also use Facebook to live stream in order to get immediate content from our Gymshark athletes in real time for our audience.
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SOCIAL MEDIA TWITTER
Twitter is also a beneficial tool to share content to keep our audience engaged and ensuring we are visible where our audience is active. Through the use of popular hash tags such as ‘#mondaymotivation’ and ‘#fridayfeeling’ with our own relevant content it aids exposure from users who don’t necessarily follow our Twitter account. We also have a customer support account as a convenient tool in directly communicating with customers, enabling us to immediately answer their questions and fix problems that may have occurred.
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SOCIAL MEDIA SPOTIFY
Each Gymshark athlete has their own Spotify playlist on the Gymshark account which includes their favourite songs to train to which means our audience has the opportunity to train to the same music as them, further evoking the sense of inclusivity. This also promotes engagement with our audience that isn’t directly associated with the products.
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MUSIC ON, WORLD OFF.
It’s time to get in the zone. Get ready to channel your inner athlete with Music On, World Off. Follow your favourite athlete’s Spotify playlists and take your workout to the next level.
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SOCIAL MEDIA PINTEREST
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Pinterest is used as a tool of inspiration for our audience to engage with our products. It is a useful platform for increasing brand awareness as images are shared and ‘pinned’ into different categories.
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GYMSHARK EVENTS 54.
EXPO’S In 2012, around the same time Gymshark had just begun Ben and his friends visited Body Power, a body expo in Birmingham. He believed it was missing something huge and immediately decided to empty his bank account in order to afford a space for Gymshark to be represented there the following year. Along with the team they took huge fitness influencers to represent Gymshark and draw attention. It was a huge success and as soon as the doors were opend the Gymshark stand was flooded with people trying to get their hands on some of the products. Although it wasn’t realised at the time Gymshark had revolutionised the way fitness industry events were held. In 2015 we did a world expo tour where we visited:
BIRMINGHAM LOS ANGELES OHIO MELBOURNE COLOGNE This gave Gymshark the opportunity to meet the wider Gymshark family. Expos were a fundamnental part of the brand history.
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GYMSHARK WORLD TOUR
In 2016 The Gymshark world tour was organised where we visited:
LOS ANGELES SAN FRANCISCO LAS VEGAS LONDON EDINGBURGH DUBLIN TORONTO NEW YORK PHILADELPHIA WASHINGTON DC This was a much more intimate and casual way of meeting the Gymshark family. The meet-ups were held outdoors in public spaces in each city. No products were sold, it was just a way of enhancing the community by inspiring and motiviating one another.
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POP-UPS
After the world tour Gymshark returned to an expo and it was realised that Gymshark had outgrown those kind of events. It was now time to take it to the next level and have full control over the events. Pop-ups were the next logical step to have events solely revolving around Gymshark at the same time as celebrating new collections and allowing fans to meet the athletes, free of charge, unlike expo’s.
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SUSTAINABLITY 60.
SUSTAINABILITY
One of the main fabric Gymshark uses is in its products is Nylon, which has been known to have damaging effects on the environment. However Econyl has now developed a sustainable nylon constructed from recycled plastics in order to reduce waste and emissions. Gymshark now promises to use this version when Nylon is a necessary fabric in Gymshark products.
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MODERN SLAVERY ACT
Modern Slavery Statement 2018
Formally approved by our Board of Directors, this statement is made in accordance with the Modern Slavery Act 2015 for our financial year commencing 1st August 2017 and ending 31st July 2018. Here at Gymshark, we are committed to helping others unlock their full, incredible potential and smash their goals. This is a steadfast vision that we are dedicated to achieving ethically; by adopting certain practices and policies, we aim to both oppose and help to prevent modern slavery and human trafficking in business and supply chains. Our Chief Executive Officer is involved at every level, including when it comes to our zero-tolerance approach to modern slavery, which starts from the top of our organisation with the Board of Directors and underscores everything that we do from sourcing materials to making those all-important deliveries. All of our products are manufactured by independent contractors. To ensure that all those in our supply chain adhere to our values, product suppliers are required to comply with our Supplier Manual. This manual stipulates a mandatory code of conduct in relation to treatment of their personnel. This includes the prohibition of forced labour, provision of good working conditions, fair treatment, reasonable rates of pay and working hours, prevention of discrimination, health and safety training and compliance. Following this, we are developing a similar code for our other tier one suppliers. New suppliers of goods are subject to audits. Provisions are in place in contracts with both new and existing suppliers of goods and relevant services that allow us to audit compliance with our anti-slavery provisions. Audit follow-up actions are encouraged in order to assist our suppliers with improving conditions. We pride ourselves on the positive work environment we create, and are dedicated to ensuring that all our employees are able to fulfil their potential in an enjoyable workspace. Provisions in our employment contracts prohibit conduct which is discriminatory or considered bullying. There exists a Work policy against discrimination and harassment, and a Grievance policy through which our staff are expected to help in avoiding inappropriate behaviour. This can be accomplished through employees reporting concerns, to which our management are then expected to act on, investigate and remedy findings. 62.
OUR FUTURE 63.
OUR FUTURE In the future we will continue to grow and we will grow by continuing to take big risks. We will continue to create the tools that allow people to unlock their full potential and reach their goals. We will make the clothes we would want to wear ourselves and create the events we would want to attend. Most importantly together we will continue to build a community that inspires and innovates each other.
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GET IN TOUCH MEDIA & PRESS press@gymshark.com BUSINESS ENQUIRIES corporate@gymshark.com FOR ALL SPONSORSHIP ENQUIRIES PLEASE EMAIL sponsorship@gymshark.com FOR ALL CUSTOMER SERVICE ENQUIRES PLEASE EMAIL support@gymshark.com
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4 Moons Moat Dr, Redditch B98 9DW
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TALENT WITHOUT LIMITS 67.
BE A VISIONARY.
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