Gymshark has launched its new brand platform ‘We Do Gym’ as it looks to “deliberately position” the business as a gym brand first and foremost and set itself apart from athleisure rivals.

The new platform will act as the foundation for all of its brand and marketing activity for the coming 12 months, specifically designed and named to tell everyone, including existing members of the community, what Gymshark is all about.

The sporting giant said: “We Do Gym will position Gymshark against its competitors, by focusing directly on the activities associated with the gym and will show consumers that Gymshark, like them, is 100% dedicated to the gym.”

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Chief brand officer Noel Mack said: “At Gymshark, we’ve never really followed in the footsteps of anybody else – and we’re getting very intentional about that.

“People sometimes mistake us for a sports brand or an athleisure brand – but we’re a gym brand; that’s a new idea to many, but to us, it’s our reason for existing and for our community, 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, and I think we pulled it off – Gymshark, We Do Gym.”

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