10 years ago, Ben Francis was a student working part-time at Pizza Hut.

Today, he owns GymShark, a fitness apparel company valued at $1.3 billion.

These were the 5 factors that led to his brand’s meteoric rise:

1. Focusing On Social Media

Social media was starting to take off in 2012, but as a marketing channel, it was nothing like it is today.

Ben needed to keep costs low, so he went with the lower-cost, lower-competition option.

2. Being Early To Influencer Marketing

These days, influencers charge a ton for shout outs.

But back then, people with big followers would often shout brands out just for sending them free products.

GymShark got a ton of cheap publicity this way.

3. Building A Community

Millions of people want to be featured on GymShark’s pages.

They also have a stable of influencers promoting the brand online and in person.

Both have created a culture and community around the brand.

4. Using FOMO

GymShark doesn’t just sell a static catalog.

Instead, they’re constantly having limited-time drops for new products and colors.

This creates FOMO, and FOMO creates massive demand.

5. Having Great Products & Affordable Prices

Of course, none of this would work if people didn’t love wearing the brand.

Their products are well-reviewed, and their prices are lower than brands like lululemon.

Combine those, and customers keep coming back for more.

Closing Thoughts:

You can’t copy GymShark’s strategy because Ben’s strategy relied heavily on influencer marketing being affordable.

That said, you can study this brand’s beginning, extract lessons for today, and hopefully catch the next trend before everyone else.

That's everything.

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