Growing a Business Successfully: Lessons For Business From Gymshark

Gymshark is a sportswear empire currently challenging giants like Nike and Lululemon. But CEO Ben Francis’s path breaks practically every convention of startup success. Working in his parents’ Birmingham garage in 2012, armed with nothing but a $500 sewing machine and YouTube tutorials from his mom, Francis never dreamed of unicorn valuations or private equity deals. He simply wanted fitness gear that would make him look good at the gym.

Between working at Pizza Hut and college classes, Francis, at only 19 years old, spent hours weightlifting but couldn’t find clothing that matched his vision. Instead of settling for badly-fitting alternatives, he did something unexpected: he asked his mom to teach him how to sew. Francis’s choice would eventually transform into Gymshark, a billion-dollar sportswear empire reshaping the athletic clothing industry.

In 2013, Gymshark rented a booth at a BodyPower expo. There, Francis made a surprisingly bold choice. He started giving away products to fitness YouTubers, inadvertently pioneering influencer marketing.

Francis’ authentic approach resonated powerfully. When these influencers began wearing Gymshark, daily sales skyrocketed from $450 to $45,000.

In 2017, at age 25, Francis made another surprisingly unique move – he stepped away from his role as CEO. Francis recognized that his company’s next phase demanded more than his entrepreneurial instincts. It was a decision that simply prioritized Gymshark’s future over his personal status.

During his four-year step back, Francis worked in other roles to prepare to eventually return as CEO:

• Chief Product Officer: Deepened his understanding of product development and supply chain
• Chief Marketing Officer: Advanced the influencer strategies he had pioneered
• Chief Brand Officer: Shaped Gymshark’s growing identity

The apprenticeship provided Francis with an uncommonly comprehensive understanding of enterprise-level operations.

Francis’ willingness to step aside demonstrated rarely seen self-awareness and commitment to long-term value creation. His maturity helped secure General Atlantic’s investment at $1.45B, with Francis maintaining a surprisingly high 70% ownership.

The Gymshark story demonstrates that naturally building for exit does not mean compromising vision but creating strong fundamentals that grow strategic partners and solid processes so that the business can grow efficiently.  

Create systems and processes

Invest in professional management

Maintain strategic control while accepting help

Concentrate on sustainable growth metrics

Have a strong operational foundation

The key to Gymshark’s sustainable growth wasn’t just in its viral marketing or product innovation, but in Francis’s methodical approach to building a strong business. By focusing on fundamentals – developing scalable systems, investing in professional management, and maintaining strategic control while embracing outside expertise – he created a company designed for long-term success. The decision to step back as CEO, though unconventional, demonstrated Francis’ keen understanding that building a lasting business requires more than enthusiasm.

Gymshark story is powerful not only because of its meteoric rise or impressive valuation but how Francis built a company that could grow beyond its founder’s capabilities.

Francis’ commitment to growing sustainably transformed a garage startup into a brand that’s universally known and respected around the world.