Gymshark are quite clear in their branding that they ‘Do Gym!’ It is their USP, however their brand DNA runs much deeper than that. And in a society where the issues surrounding masculinity have been brought into sharp focus by the recent drama Adolescence, they have a more important role to play.
Ben Francis, the entrepreneur behind the now $1 billion brand, who built the business with a sewing machine and a screen printer in his parent’s garage, has always put his heart alongside his ABS and his Quads when it comes to growing the Gymshark brand.
In practice, most notable was the pop-up collaboration with mental health charity Calm, and The Lions Barber Collective, to develop a men’s barber shop called Deload. Deload was a ‘non-judgemental safe space’ for men to open-up, offload, and have a chat with professional mental health-trained barbers, while receiving a free trim.
The mission behind Deload was to generally raise awareness of men’s mental health as well as directly helping its customers. Nearly 12 men lose their lives to suicide every day in the UK, or approximately 4,200 suicides each year. And suicide is not the only outcome of male isolation.
The reasons are complex, but a key factor is the difficulty that men have in talking about their masculinity, their fears, and their personal situations. However, many men develop a relationship with their barber. They find it easier to talk to these relative strangers than their friends and family members. Hence, Deload.
The charity Calm said at the time: “Too often men feel there is a lack of safe spaces to really get stuff off their chests. That’s why for many the barbershop is more than a place to just get your haircut – it can be a haven for banter, friendships, and even a space to open-up or confide in someone. “
“And with 84% of men in the UK bottling up their emotions, our partnership with Gymshark aims to help normalise what to some people might feel like tricky conversations about mental health and spread awareness of CALM’s lifesaving work.”
Both Calm, and The Lions Barber Collective carry on their important work. And whilst Deload is no longer around, the role of Gymshark as a safe-haven for young men remains, and is more important than ever.
Gymshark exists in a traditionally male world, the gym, where dominant testosterone driven masculinity is fully on show and celebrated.
Importantly Gymshark has always been brave and decisive in celebrating diversity amongst its customers. Inclusivity at the gym. It has embraced and advocated the importance of both healthy bodies and healthy minds. It has declared that it is ok to be masculine but also vulnerable, to be strong but also to have weakness.
Gymshark has always been about all sexualities enjoying and benefitting physically and mentally from time at the gym. All body shapes, abilities and disabilities are welcome. They host classes for everyone. Their gym kit is designed as much for women as for men. In fact, the brand that says ‘We do Gym’ recently began to sell more womenswear than menswear. This trend is set to continue.
Many organisations and charities continue to address the issues of mental health, whilst brands such as Gymshark can evolve into much more than just fitness fashion brands. It is about creating close and caring communities. It is about Gymshark building social capital, equality, fairness and a moral compass into its philosophy, its activities, and its customers.
Gymshark was founded and is led by a man who embraces his brand’s responsibility to its customer base, and to the society in which it sells. No wonder that Gymshark continues to thrive commercially, as it embarks on building an international chain of stores, where no doubt everyone is welcome wherever they fit into the physical and mental wellness worlds.