Podcast Summary
Gymshark's innovative communication approach: Starting with internal podcasts and effective storytelling, Gymshark built a revolutionary fitness brand, emphasizing the importance of clear communication and compelling narratives in team building and audience engagement.
Gymshark, a revolutionary fitness brand from the UK, started as an internal podcast to communicate with their growing team across different time zones. The founder, Ben, was inspired by fitness influencers on YouTube and used the cheap domain name Gymshark for his business, which later became iconic through brand marketing and storytelling. Noel Mack, the chief brand officer, shared how they met through a misunderstood DM and eventually brought Noel on board after persistent attempts. This innovative approach to communication and the importance of storytelling in building a brand are valuable lessons for businesses looking to connect with their teams and audiences effectively.
Career Opportunities, Long-term Potential: Consider long-term potential when presented with a less than perfect career opportunity. Forming long-term relationships with influencers can help build a strong brand in business.
When presented with an opportunity to join a potentially successful company, even if the initial offer or fit isn't perfect, it's important to consider the long-term potential and take the leap. This was the case for Sheryl Sandberg joining Facebook, which has since become a global tech giant. Another key takeaway is the unique approach Gymshark takes with influencer marketing. Instead of paying for individual posts or having a large number of influencers with little personal connection, Gymshark forms long-term relationships with a smaller number of influencers, treating them more like valued team members. This approach has helped Gymshark build a strong brand and following in the industry.
Authenticity and collaboration: Authentic partnerships with influencers through co-creation and genuine relationships lead to strong, 360-degree relationships, shaping product development, expanding the community, and effective marketing channels
Authenticity and collaboration are key to successful partnerships, especially in the influencer marketing space. The speaker, who built a fitness apparel brand, Gymshark, emphasized the importance of co-creating value with influencers rather than just asking for sponsored posts. These influencers have been instrumental in the brand's growth, shaping product development, and expanding the community. By fostering genuine relationships and valuing their input, Gymshark was able to represent and resonate with a previously underserved audience. This approach led to a strong, 360-degree relationship where influencers not only provided insights but also served as brand ambassadors and marketing channels.
Democratizing Fitness Knowledge: Gymshark's success is rooted in making fitness knowledge accessible to a wider audience and challenging industry norms through a naive approach and influencer marketing
Gymshark's success can be attributed to its mission to democratize fitness knowledge and make it accessible to a wider audience. By adopting a "naive" approach and ignoring industry conventions, the brand was able to innovate and pioneer influencer marketing. Founder Ben Francis may be seen as the face of the brand today, but he played a behind-the-scenes role for many years, working full-time in the business. Gymshark's journey from a small startup to a global brand is a testament to the power of making knowledge accessible and challenging industry norms.
Authenticity and company culture: Authentic leadership and a strong company culture, rooted in humility and a collective mission, can lead to success and a low-politics work environment, even as a company scales up.
The success stories of Ben Francis and Gymshark are rooted in authenticity and a strong company culture. Ben's introduction to YouTube was accidental and driven by a customer's request, and his humility and unwillingness to seek fame have been key factors in his success. Similarly, Gymshark's growth was fueled by a collective mission and the buy-in of every team member, leading to a low-politics work environment where disagreements are seen as opportunities to move the mission forward. This authenticity and strong company culture have helped Gymshark stand out and weather challenges, even as it has scaled up to over 8,900 employees.
Empowering employees: Encouraging open communication and valuing honest feedback empowers employees to share ideas and take risks, fostering innovation and creativity in a company.
Gymshark's success can be attributed to its culture of empowering employees to share their ideas and take risks, even without technical experience or formal sign-off processes. This approach has led to a history of innovation and a license for creativity, which has been fundamental to the company's growth. However, as the company scales, the challenge lies in protecting this culture and ensuring that everyone stays focused on the core mission, rather than getting bogged down in managing complexity and external suggestions. To do this, it's essential to stay close to the consumers and maintain a clear vision for the brand. The CEO encourages open communication and values honest feedback, creating an environment where employees feel empowered to share their thoughts and ideas, even if they step out of line. By doing so, Gymshark has been able to stay ahead of the curve and maintain its unique identity in the market.
Customer Insights: Spending time with customers and understanding their needs leads to product innovation and business success. Be adaptable and seize opportunities during times of change.
Staying close to customers and understanding their needs is crucial for business success. The speaker emphasized the importance of spending time with customers and being in their shoes to gain insights for product innovation and improvement. He shared his personal experience of how the amount of time spent with customers directly correlates with his success. The speaker also discussed the shift to direct-to-consumer sales during the COVID-19 pandemic and the importance of being adaptable and seizing opportunities when they arise. In retail, the speaker highlighted the role of physical stores as media platforms for brand engagement and community building. The speaker's approach was inspired by Apple's Genius Bar, which aimed to make their products more accessible and user-friendly. Overall, the key takeaway is the importance of putting the customer first and staying agile in business.
Business Environment: Creating a welcoming and educational environment in a business can lead to increased customer adoption and loyalty. Humble and visionary leadership inspires passion and hard work from employees.
Creating a welcoming and educational environment in a business, such as a gym or a retail store, can lead to increased customer adoption and loyalty. This was discussed in relation to Gymshark and their approach to teaching customers how to use gym equipment and expand their business through partnerships and wholesale deals. Additionally, having a humble and visionary leader, like Gymshark's Ben Francis, can contribute to a successful business by inspiring passion and hard work from employees. The importance of doing what you love and surrounding yourself with like-minded individuals was also emphasized as key career advice.
Appreciating the journey: Taking a step back to appreciate the journey and celebrate progress can help reduce stress and gain perspective. Reflecting on past experiences and growth can provide motivation and joy during challenging times.
It's important to appreciate the journey and the opportunities we have, even when feeling overwhelmed. As John shared, it's easy to get caught up in the day-to-day stresses and forget how far we've come. By taking a step back and looking at the bigger picture, we can gain perspective and be grateful for the experiences and growth. This doesn't mean we should ignore responsibilities or deadlines, but rather find joy in the journey and celebrate progress. As John put it, "When you zoom out like that and look at the 10 year chart versus the one day that you're looking at, you realize how ridiculously predictable you are." So next time you're feeling stressed or overwhelmed, take a moment to reflect on how far you've come and enjoy the ride. And if you're enjoying the Unsensored CMO podcast, don't forget to hit subscribe and leave a review to help others discover it too.
