Gymshark: Social Disruption Culture

Super excited to bring you this week's episode with one of the biggest brands in the world right now - Gymshark.
Hannah Hooton
May 29, 2022
Gymshark: Social Disruption Culture

We were honoured to sit down with Gymshark’s Chief Brand Officer, Noel Mack to discuss how embedding the brand in culture through social disruption has been key to their success and the importance of lateral thinking.

Fitness apparel startup Gymshark was founded back in 2012 by 19-year-old Ben Francis in his Mum’s garage. With market-leading social media marketing and influencing strategies, Gymshark has become a unicorn after being valued over $1bn in under a decade of trading. Most importantly their products are affordable, breathable, and very flattering. They are more than leggings, but they really are the best leggings out there!


Key Takeaways

  • A Designated Social Disruption Team – their role is solely to cut through the noise. And they can message the CBO/CEO anytime to get approval, ensuring reactive posts
  • Recruiting – they don’t recruit through agencies for social roles, they recruit from Twitter & social networks! They look for who is already influencing culture and become part of it
  • As you grow, don’t forget to bring lateral thinkers along with you. Otherwise when the business needs to pivot, you’ll be stuck in processes

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