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While everyone called influencer marketing a fad...
...a 19 year old created the $1.3B Gymshark empire.
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...a 19 year old created the $1.3B Gymshark empire.
Thread
1/ Launching a new product is tough.
Tougher without almost no budget.
That was the situation for Ben Francis.
A pizza boy launching an apparel company from his mom’s garage.
So Ben got creative.
Tougher without almost no budget.
That was the situation for Ben Francis.
A pizza boy launching an apparel company from his mom’s garage.
So Ben got creative.
2/ Ben put it all on the line for the 2012 UK fitness expo.
Self-funded, he spent every penny on a booth & hiring niche fitness YouTubers to show up.
The bet paid off.
The booth was a hit. The YouTubers were a hit.
He made $42k the first day.
Self-funded, he spent every penny on a booth & hiring niche fitness YouTubers to show up.
The bet paid off.
The booth was a hit. The YouTubers were a hit.
He made $42k the first day.
3/ Ben realized influencers were Gymshark’s secret weapon.
He couldn’t compete with Nike & Under Armour’s big brand TV budgets.
But these brands overlooked social, and the communities that influencers were building.
This was his opening.
He couldn’t compete with Nike & Under Armour’s big brand TV budgets.
But these brands overlooked social, and the communities that influencers were building.
This was his opening.
4/ Smart now, but a groundbreaking move in 2012.
Gymshark tripled-down, owning the fitness influencer community.
By 2018, they hit $100m in sales
Gymshark tripled-down, owning the fitness influencer community.
By 2018, they hit $100m in sales
5/ Last week, Gymshark sold a 21% stake of the company at a $1.3B valuation. All without raising money till now.
Congrats @Gymshark @BenFrancis1992
Congrats @Gymshark @BenFrancis1992
