Learning Objective

Apply consumer behavior theories to analyze how Gymshark’s marketing strategy influences consumer attitudes, identity, and behavior.

Case Background

Founded in 2012 by Ben Francis, Gymshark grew from a small UK fitness apparel startup into a global brand worth over a billion dollars — without traditional advertising. Instead, Gymshark built its empire on social media and influencer culture. The brand collaborates with young fitness influencers on Instagram, TikTok, and YouTube who share workouts, “body transformation” stories, and motivational content while wearing Gymshark gear. These influencers are not conventional celebrities — they’re relatable aspirational figures: gym enthusiasts, lifestyle vloggers, or micro-influencers who seem authentic and “just like us.” Followers watch their daily routines, training tips, and personal challenges, creating a sense of parasocial connection (a one-sided relationship where the follower feels close to the influencer). Gymshark’s fans identify with this fitness-focused lifestyle, often joining online communities where they share progress photos, tag the brand, and support each other’s fitness goals. The brand’s marketing encourages a sense of belonging and empowerment: “Be a visionary,” “We’re all in this together,” and “The Gymshark family.” https://www.youtube.com/watch?v=QYRfbRmbFvM

Group Task (20 minutes)

Instructions

In small groups (4–5 students):

  1. Read the case carefully.
  2. Identify two or three consumer behavior theories or models that best explain Gymshark’s marketing strategy and consumers’ responses.
  3. For each theory, explain why it fits — use evidence or examples from the case (and your own observations of social media culture).
  4. Be ready to share your group’s insights in a brief (2–3 minute) report.

Theories to Consider

Theoretical Lens

What to Look For

Social Cognitive Theory

Observational learning (influencers model fitness routines or product use); reinforcement through likes, shares, and admiration.

Social Comparison Theory

Upward comparison with influencers — followers compare physiques, lifestyles, and habits. How does this motivate (or demotivate) them?

Self-Discrepancy Theory

Gymshark helps bridge the gap between actual self and ideal self (fit, confident, disciplined).

Parasocial Interaction / Identification

Fans feel emotionally close to influencers, leading to trust and imitation.

Heuristic–Systematic Model

Many followers rely on simple cues (the influencer’s appearance or popularity) rather than systematic evaluation of product quality.

Group Influence / Brand Community

Online Gymshark “family” reinforces social norms, belonging, and identity.

Guiding Questions

  1. What consumer needs or motives is Gymshark tapping into (e.g., belonging, self-improvement, status, identity)?
  2. How do influencers act as models for consumer behavior? What kinds of rewards or reinforcements are visible?
  3. Which forms of social comparison appear most common? What are the emotional consequences for consumers?
  4. How might parasocial bonds increase brand loyalty and purchase behavior?
  5. Does Gymshark’s communication rely more on heuristic or systematic processing? Why?
  6. How does the online community influence attitudes and behaviors toward the brand?

Group Deliverable

Write 3–5 sentences summarizing your key insights for the assigned question.