My Journey at Gymshark: Innovating Performance Apparel and Growing with a Fast-Paced Brand
Joining Gymshark was one of the most dynamic and rewarding experiences of my career. As Senior Product Manager for Men’s Lifting, I was responsible for overseeing the development of men’s lifting categories, which contributed to about 65% of the men’s business in terms of revenue. The role challenged me to manage product lines in both performance and lifestyle lifting apparel, driving growth while maintaining the brand’s commitment to innovation, quality, and customer satisfaction.

Taking on the Lifting Category
At Gymshark, I was entrusted with overseeing all aspects of men’s lifting products, which was a significant responsibility. The scope of my role was similar to my time at ASICS, but Gymshark's rapid growth and unique brand culture brought a fresh set of challenges. I worked on the performance lifting products as well as lifestyle lifting items, including the Legacy range and the Power range, which were instrumental in establishing Gymshark’s stronghold in the fitness community.

The First-Ever Seamless Lifting Singlet: A Highlight
One of the most rewarding projects I worked on was the development of Gymshark’s first-ever seamless lifting singlet. This was an exciting challenge because it required combining technical performance with Gymshark’s signature aesthetic. Having previously worked with elite athletes, I was intimately familiar with the small but critical details needed during product development and testing. Bringing this product to life and seeing it perform well both in the gym and in the market was a proud moment. It was a true testament to how deeply understanding athlete needs can shape a product that performs at the highest level.

Growth and Leadership: Becoming a Better Manager
As Gymshark was growing at an unprecedented rate, I had the opportunity to manage a much larger team than I had before. This role pushed me to grow as a leader and manager. I took my role as a coach and people developer seriously, ensuring that my team members not only succeeded but also grew professionally. The experience taught me valuable lessons in leadership, particularly the importance of listening, mentorship, and creating an environment where each team member felt empowered to contribute their best work.

Overcoming Challenges in a Rapidly Growing Company
The rate of growth at Gymshark was both exhilarating and challenging. With the company expanding so quickly, the team was still relatively new, and figuring out how to work efficiently across functions was an ongoing hurdle. At times, the company’s informal structure made cross-functional collaboration difficult. However, I was able to bring the skills I honed at ASICS, such as relationship building and process improvement, to the table. I worked on defining clear expectations between design, sourcing, development, and product management teams. This approach helped us streamline our processes and ultimately allowed us to deliver high-quality products faster.

Gymshark’s Empowering Culture
One of the standout features of my time at Gymshark was its informal yet empowering culture. The company places a great deal of trust in its employees, which creates an atmosphere of innovation and autonomy. The youthful, energetic environment was inspiring, but it also came with its challenges. On occasion, I found some relationships within the company to be superficial, but overall, the empowerment I felt in my role helped me navigate these challenges and focus on what truly mattered—delivering great products for the Gymshark community.

Collaborating with Cross-Functional Teams
Collaboration at Gymshark was essential, and I adopted a friendly but pragmatic approach to working with cross-functional teams. In a fast-growing business, it was important to define clear boundaries while remaining flexible. I worked hard to establish strong, collaborative relationships with other departments, including sales, marketing, and design, ensuring that we were all aligned on product goals and strategies.

Developing the Good-Better-Best Approach
One of the key contributions I made to Gymshark was developing a Good-Better-Best product strategy for the lifting categories. This approach helped define the product tiers, allowing us to clearly differentiate between foundation products and more premium offerings. By establishing these clear product tiers, we were able to cater to a wider range of customers, from those looking for high-quality entry-level products to those who wanted the best performance gear available.

Lessons Learned and How Gymshark Shaped My Career
My time at Gymshark was a pivotal learning experience. The leadership skills I developed, the broadening of my product strategy knowledge, and the insight into managing teams have all been incredibly valuable as I move forward in my career. Gymshark’s rapid growth and evolving business model taught me how to be more efficient in my work, especially in a fast-paced environment where priorities are constantly shifting.

Moreover, my time there deepened my understanding of how to manage and lead teams through periods of high growth, as well as how to build products that resonate with customers while maintaining a strong focus on brand identity and performance.

Key Takeaways:
Product Innovation and Technical Design: Developing Gymshark’s first-ever seamless lifting singlet allowed me to merge performance and innovation, delivering a product that exceeded expectations.

Leadership Growth: Managing a larger team and becoming more involved in people development helped me grow as a leader and a coach.

Overcoming Challenges in Rapid Growth: Streamlining cross-functional collaboration and improving workflows during Gymshark’s fast-paced growth taught me how to stay efficient and deliver results.

Strategic Product Development: Developing a Good-Better-Best approach to product tiers helped align Gymshark’s product offerings with both customer needs and revenue goals.

Cultural Adaptation: Gymshark’s empowering but informal culture taught me how to thrive in a dynamic environment while maintaining focus on key business objectives.

Conclusion:
Working at Gymshark was a transformative experience that not only enhanced my skills in product strategy and leadership but also taught me how to innovate and adapt in an ever-changing market. The lessons I learned during my time there continue to shape my approach as a consultant today, helping me deliver exceptional results for clients in the sports apparel industry.

Gymshark’s growth journey was one of excitement and challenges, and I am grateful to have played a part in it. As I continue my consultancy work, I am excited to bring the experience I gained from Gymshark, alongside my passion for performance apparel, to brands looking to scale and innovate in the market.