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Gymshark launches app to help customers 'train like athletes'

Fitness clothing retailer Gymshark has launched a mobile app, which goes beyond the functions provided by a typical shopping app.

In another move by a retailer to ramp up its service offering, the ‘conditioning app’ does not have any shopping opportunities – it is there solely to help users plan their workouts, access expert tips, and get fit by creating tailored training programmes.

The app – which is currently only available on iOS but will be on Android in due course – is free to download, but a ‘Premium’ function can be trialled and then paid for to access exclusive content and workout videos from Gymshark’s affiliate athletes.

Once set up in the app, users can create their own goals, set their own training plans, and make personal notes and monitor progress. As the app is updated, consumers can build a record of their personal bests and future targets, while also following Gymshark athletes’ own fitness routines.

Commenting on LinkedIn, Gymshark IT director Seb Mills called this week’s app launch the “first true brand extension in the form of a tech product”.

The app was built by the retailer’s production team, and the company says a development roadmap has been created to ensure new features are added to the platform over time.

Gymshark was formed in 2012 when co-founder Ben Francis started printing T-shirts in his parents’ garage, but through establishing key influencer relationships with bodybuilders and fitness experts it has quickly developed a cult following from gym goers thanks in part to a unique product range and social media marketing that appears to resonate with ts target market.

The brand now operates 11 online stores around the world, and earlier this year it was listed second in the UK’s top 100 private companies with the fastest-growing profit. Its 2018 annual profit growth of 152% put it only behind online travel agency Loveholidays in the Sunday Times BDO Profit Track 2019 rankings.

The company made £18.1 million in profit last year based on sales of £103.2 million.

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