This pair of friends had a vast understanding of their target audience , their motivations, and their obstacles. In other words, they knew what was in demand. At the same time, they realized that the margins on their product weren’t sufficient to turn this venture into a profitable business .
They decided to forget about buying products from third parties for resale, and went to the other extreme: they became producers . In a very artisanal way, they sewed and labeled gym clothes. In their own words, they created “the clothes they themselves would want to wear to work out.”
INSIGHT : It’s just as important to have the flexibility to change a strategy that isn’t profitable as it is to have enough knowledge of the market you’re targeting to know which direction to take.
Gymshark Values
Like many other companies
there’s a manifesto behind the brand , a set of values the close relationship between marketing and social networks that summarize the company’s mission and vision. In this case, these are five principles that, in their own words, are always maintained because “if we lose them, we lose everything.”
Being human . Being approachable, inclusive, and humble is the essence of Gymshark.
Give importance to what matters . This means being aware of the world we live in, caring about those around us, and being proactive in creating positive change.
Be honest trustworthy and authentic
Finding the “Gymshark” path . Refuse to interim chief executive officer forget the garage mentality that made us grow: ambitious! agile, disruptive.
Put family first . Unconditionally.
INSIGHT : Having such a solid code of conduct america email will greatly support! you in any decision-making. Furthermore, consistency is something that resonates with the customer and strengthens your position in the market.