GymShark SWOT Analysis

Strengths
1. Use of Digital Marketing – GymShark has done an outstanding job when it comes to the
utilization of digital marketing in their product line. Being a company that has operated
completely online from the start they have a firm grasp of what it takes to compel
consumers to purchase their products over the internet and have run extremely successful
advertisement campaigns using smart promotional activities and great media to market
their products highly effectively (Alramadhan, 2021; Shashtri, 2022).
2. Use of Social Media Influencers - Another thing that GymShark has done that is rather
brilliant when it comes to their strengths is the use and utilization of Social Media
Influencers and Influencer marketing that is being done by GymShark (Mehta, 2022).
These influencers then market the items to the rapidly expanding fitness community
(Shashtri, 2022).
3. Direct Sales – As a company that primarily sells though online channels, GymShark has
managed to avoid middlemen and have been able to adopt a Direct to Consumer (DTC)
approach in their sales plan which makes it both more efficient and much easier/ more
engaging for their customer base (Mehta, 2022).
4. Personalization and Customer Feedback – Being a company that operates off the
internet, GymShark has also shown a great willingness to accept and adopt customer
feedback as ideas. This has led to an increase in customer loyalty and response rate and
hence a strong feeling of belonging and care to the company from the consumer end
(Shashtri, 2022; Mehta, 2022).
5. Vegan Products – Another advantage that the company has is that their entire product
line is vegan and in this era of more aware consumers, that is a big positive in their regard
(Mehta, 2022).
6. Diverse Marketing Media – A lot of their media features models of all body shapes and
sizes which makes all types of people feel more comfortable with their products by
feeling catered to hence their inclusivity is one of their biggest strengths (Alramadhan,
2021).

Weaknesses
1. Lack of Physical Stores – As GymShark only operates online as of now, the lack of
brick-and-mortar stores is a clear weakness where it results in new customers not being
able to get a feel for the product before buying which results in lack of expansion
opportunities (Alramadhan, 2021).
2. No Big-Name Celebrity Endorsement – While GymShark has done a great job with
Influencer Marketing, the lack of a known celebrity face that is associated with the brand
can be an issue to the average consumer (Mehta, 2022).
3. Lack of Options in Specific Collections - Gymshark concentrates on women's
sportswear and provides few possibilities for men's sportswear diversity. Men have fewer
 options than women, which leads them to prefer brands with a wider range of
possibilities (Shashtri, 2022).

Opportunities
1. Possibilities of Expansion - Gymshark's current stronghold regions are its home market
'UK' and the US, as indicated by the company's decision to locate its first US distribution
center in California. To sustain its remarkable development and adventure, the brand
must reach out to growing Asian countries (Mehta, 2022). This, paired with the
company's solid financial position, would provide for significant expansionary potential.
In terms of the offline strategy, the brand has had some success through its well-known
Pop-Up Shops in the United States, United Kingdom, and Canada. However, unlike its
established competitors, the firm lacks the on-ground brand presence provided by
physical and mortar storefronts and hence more brick-and-mortar stores would aid in the
company’s growth (Shashtri, 2022).
2. Expansion of Target Audience - The brand has an entirely untapped market in addition
to its current target demographic (over 25 years of age – majorly Gen Y). The stronger
buying power of a little older target market would be an appealing reason to pursue it
(Mehta, 2022, Shashtri, 2022).
3. Traditional Marketing - GymShark does not sell its products through typical marketing
methods such as television commercials or billboards. Taking this method would also
assist to increase brand visibility (Shashtri, 2022, Alramadhan, 2021).
4. Footwear - GymShark now solely sells sports clothes; athletic footwear is an extremely
profitable specialty. It would be an excellent chance for GymShark to market their
footwear to gym goers (Shashtri, 2022).

Threats
1. Competition – Nike and Adidas are competitors of Gymshark. Furthermore, they
provide competitive sportswear rates and are working on ways to cut wear expenses
without sacrificing quality. They are always looking for methods to cut prices while
increasing quality, or to give great quality at extremely low rates (Alramadhan, 2021;
Shashtri, 2022)
2. Production Cost Uncertainty – The brand obtains the raw materials utilized in the
textiles. Cotton and petroleum-based goods are examples. Fluctuations in gasoline prices,
as we can see with the current global economic crisis, and other raw materials can have a
considerable impact on final pricing (Alramadhan, 2021). Sudden price rises or supplier
departures might result in major pricing concerns that impact the firm's strategies and
ambitions (Shashtri, 2022)

References
Alramadhan, R. (2021, September 28). Overview of Gymshark SWOT analysis by Marketer's
Eyes. LinkedIn. Retrieved January 19, 2023, from
https://www.linkedin.com/pulse/overview-gymshark-swot-analysis-marketers-eyes-reem-
alramadhan/

Mehta, R. (2022, December 29). SWOT analysis of gymshark. Digiaide.com. Retrieved January
19, 2023, from https://digiaide.com/gymshark-swot-analysis/

Shashtri, A. (2022, October 28). Engrossing SWOT analysis of gymshark - 2023. IIDE. Retrieved
January 19, 2023, from https://iide.co/case-studies/swot-analysis-of-gymshark/