Gymshark
Fitness & Fashion
Fitness lifestyle content, short-form video, motivation, community, and UGC.
Objective
Turn training apparel into a part of the audience's training identity by owning the moment before and after the workout, not just the workout itself.
Audience
Gym-going 18–30 year olds who train 3–5 times per week, follow fitness creators, and treat their kit as part of their motivation.
Strategy
Build a weekly rhythm of hook-led training clips, athlete-style storytelling, and community challenges. Every Reel opens with a movement or a statement in the first second, and captions are written to be quoted in shares.
- 16 short-form training and lifestyle videos
- Weekly challenge announcement graphics
- Athlete-style photo sets and quote posts
- UGC submission and reposting system
Content
Content designed across formats — feed posts, carousels, Reels covers and Story sequences — shown in realistic layouts.
Kit that keeps up
gymshark Built for the sets that hurt.
Feed post
Carousel · 1/5
Push day, structured
- 01Train
- 02Motivate
- 03Community
Carousel
Reel5AM or 9PM, still counts
gymshark
Consistency beats intensity. Every time.
Reel cover
gymshark
Day 12 check-in
Story
Content Pillars
Train
Form, sessions and programme snippets.
Motivate
Discipline-led storytelling and quote formats.
Community
Challenges, duets and follower features.
Product
Kit shown in real training conditions.
Campaign Concept
Show Up Anyway
A 30-day consistency challenge where followers post one session a day; the best clips are edited into a weekly community recap Reel.
Performance Framework
No results are invented for a concept project. These are the metrics that would be tracked weekly to judge whether the strategy is working and what to adjust.
Reach
How many unique accounts the content is served to.
Engagement Rate
Interactions measured against reach, per format.
Saves
Signal that content carries reference or utility value.
Shares
Signal that content is worth passing on socially.
Profile Visits
Interest moving from feed to brand profile.
Website Clicks
Traffic leaving social toward owned destinations.
Follower Growth
Net audience change relative to content output.
Conversions
Tracked actions such as sign-ups, enquiries or purchases.
