Brand Tone

Motivational, aspirational, inclusive, relatable, and community-focused. Humorous, witty, casual, and even self-deprecating on platforms like TikTok and sometimes Instagram. Strong and determined voice that resonates with motivated fitness lovers. Down-to-earth and knowledgeable. Adaptable to suit different platforms and audience segments.

Brand Values

• •Be human: Being accessible, inclusive, and humble.
• •Give a shit: Being conscious of the world, caring for others, and being proactive for positive change.
• •Do the right thing: Being honest, trustworthy, and genuine.
• •Find the Gymshark way: Maintaining an ambitious, agile, and disruptive "garage mentality".
• •Put family first: Unconditionally.
• •Community: Fostering a sense of belonging and unity among fitness enthusiasts.
• •Progression/Vision: Encouraging individuals to unlock their potential and strive for their personal best.
• •Authenticity: Being genuine and transparent.
• •Inclusivity & Body Positivity: Promoting the idea that fitness is for everyone, regardless of shape, size, or background.
• •Empowerment: Helping individuals feel confident and capable.

Best Practices

• •Define Your Audience Personas: Deeply understand who you're talking to on each platform to tailor the tone effectively while staying true to core values. Gymshark knows its target demographic is young and fitness-conscious.
• •Develop a Tone of Voice Guide: Create a clear document outlining the desired tone (e.g., motivational, inclusive, witty) with examples of "do's and don'ts" for copy across all channels. This ensures everyone creating content is aligned.
• •Prioritize Authenticity and Relatability: Share real stories, user-generated content, and acknowledge the struggles as well as successes in the fitness journey. Gymshark excels at making customers feel understood.
• •Foster Community Engagement: Actively respond to comments and messages, encourage interaction, and make followers feel like they are part of a supportive "family." This is a cornerstone of Gymshark's strategy.
• •Be Consistent but Adaptable: While core messaging and values should remain consistent, allow for slight variations in tone to suit the specific platform and its audience (e.g., more professional on LinkedIn, more humorous on TikTok). Gymshark demonstrates this by having different content styles for Instagram, TikTok, and YouTube.

Social Perception

Highly aspirational and motivating fitness brand. Praised for building a strong community and for their innovative use of social media and influencer marketing. The quality and style of their apparel are often highlighted. Their efforts towards body positivity and inclusivity are also recognized. Some negative perception includes dissatisfaction with customer service, citing issues with responsiveness, returns, and refunds. Inconsistent sizing is another recurring complaint.

Copy Examples

• •Headline (Motivational/Community): Your Strongest Self Starts Here. Join the Family. #Gymshark
• •Instagram Caption (Relatable/Humorous): That feeling when you finally nail a new PB 🏋️😅. We see you. Keep pushing. #Gymshark #FitnessJourney #WorthIt
• •Product Description (Benefit-driven/Aspirational): Engineered for every rep, every set, every challenge. Our Vital Seamless Leggings move with you, empower your performance, and make you feel unstoppable. Unlock your potential.
• •Email Subject Line (Exclusive/Community): You're In! Exclusive Access to the new [Product Name] + A Message From Our Athletes.
• •TikTok Video Concept (Engaging/Trendy): Short, snappy video showcasing a diverse group of people attempting a fun fitness challenge, ending with the tagline: Sweat. Smile. Repeat. That's the Gymshark way.