Build story · United Kingdom · 2012–2022
Gymshark: from a garage sewing machine to a £1 billion brand
Ben Francis started Gymshark at 19 in Birmingham, sewing gym wear in his parents' garage. Early partnerships with fitness YouTubers grew it into a brand valued at over £1 billion.
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
by the numbers
- Founder's age at start
- 19
- Founded
- 2012
- Valuation (2020)
- over £1 billion
- Revenue (2022)
- about £500 million
What happened
In 2012 Ben Francis, a university student and pizza delivery driver, started selling fitness supplements online with friends, then began making gym clothing on a sewing machine in his parents' garage in Birmingham.
Gymshark sent clothing to fitness YouTubers and Instagram creators early — before influencer marketing was mainstream — and built relationships with them. Its ‘Fit’ seamless range sold out at a fitness expo, and a Black Friday sale overwhelmed its website. It sold directly online and focused on community events.
In 2020 investment firm General Atlantic bought a minority stake, valuing Gymshark at over £1 billion. Revenue reached about £500 million in 2022.
Timeline
- 2012
Gymshark started.
- 2013
Influencer partnerships and expo breakthrough.
- 2020
General Atlantic investment.
- 2022
First flagship store in London.
what made it work
- Early, genuine relationships with creators.
- Direct-to-consumer model kept margins and data.
- Community-first brand building.
the lesson
Partnering with creators your customers already trust can build a brand faster than traditional advertising.
Apply it to your business
- 1Find the creators your customers follow.
- 2Build long-term relationships, not one-off posts.
- 3Sell direct to keep customer data.
Laws at work in this story
Figures are rounded and drawn from public reports, company filings and widely cited coverage at the time. Check the company's latest filings before relying on any number.