Ben Francis was a student when he started single-handedly sending out gym gear in jiffy bags from his garage. Eight years later, Gymshark was 2020’s success story, in part because of its superb social media presence and possibly the spike in public interest in lounge and leisure wear, but arguably because of its excellent use of Shopify and Shopify Plus’s functionalities.
As a vertical retailer,Gymshark designs and produces their products with no outsourcing so have always sold direct-to-consumer (D2C). However, with eyes on international growth, major expansion, and a costly Black Friday server failure in 2015, it also needed a reliable e-commerce platform that could scale on demand – a standard function of Shopify Plus, the platform’s enterprise-level offering.
More than just a quick and easy way to buy products, Gymshark cultivated a lifestyle and community from their brand. With Shopify Plus, Gymshark has been able to create immersive online and offline customer experiences by using a POS system to help organise world tours where customers can meet fitness idols as well as make purchases at expos and special events.