Gymshark has launched a new global brand platform, We Do Gym, to make it clear the made-by-lifters-for-lifters apparel is aimed directly at the gym market. The move is part of its globalisation strategy as it pushes into the US market.

The new platform features the story of the brand told in detail for the first time: Ben Francis, the 19-year-old, gym-obsessed pizza boy who believed gym wear could be done better, learned to sew, bought a screen printer and started selling stringers, tanks and tees and turned it into a multi-million pound empire.

“People sometimes mistake us for a sports brand or an athleisure brand, but we’re a gym brand,” says chief brand officer, Noel Mack. “It’s our reason for existing and for our community and it’s their reason to believe in us.

“In a world of fast scrolling and short attention spans, we wanted to find a way to tell consumers everything they need to know about us in the shortest, most understandable way we could.”

A series of billboards have been created joking about gym culture, such as having chicken, rice and broccoli for dinner again and the pain of forgetting your headphones being worse than two days post-leg-day pain.

Earlier this year, Francis said 2024 was going to be the best year yet for Gymshark with a new premium range, Everywear, being launched, a second London store, a pop-up in New York and more fitness events.