Gymshark, the UK-based fitness apparel brand, has made its highly anticipated retail debut in the Middle East by launching its first store in Dubai. In 2020, Gymshark secured a deal with General Atlantic that valued the company at over £1 billion, making it one of the few British businesses to achieve unicorn status since 2001. In an exclusive conversation, Ben Francis MBE, the Chief Executive Officer and Founder of Gymshark, shares insights into the company’s journey, customer-driven innovation, and plans for the region.
Launching a business is never easy, and you started when you were just 19. Looking back, how was that experience?
Ben Francis: It was interesting. Gymshark was actually the seventh business I started—everything before that had failed. I had tried iPhone apps, websites, forums—different things. Gymshark was a combination of two passions: selling something for the first time and my love for fitness. The biggest lesson I learned was to take positives from every failure. Gymshark was a culmination of all those lessons.
You’ve had a long journey, expanding globally. Has any customer feedback stuck with you?
Ben Francis: Yes, a few things. One moment that stands out was in Toronto, where a customer asked why we hadn’t made camo products. At the time, I didn’t think camo was that popular, but I listened, and when we introduced camo leggings and T-shirts, they became bestsellers. It’s moments like that—when our products help build confidence and strength—that mean the most.
Many celebrities wear and love Gymshark. Is there anyone special you always wanted to see in your apparel?
Ben Francis: Two people come to mind—Ryan Terry and Chris Bumstead, both Mr. Olympia titleholders. When I first started Gymshark, I wanted to be a bodybuilder myself, but running Gymshark became my passion. Having them wear our products is amazing.
Let’s talk business. Did pricing play a big role in your strategy?
Ben Francis: Gymshark was created because we wanted a brand that didn’t exist at the time. I was 18 and wanted something affordable for young people like me. We offer a broad price range—from entry-level to premium—but accessibility has always been key.
Do you have a personal favourite Gymshark product?
Ben Francis: Yes, the Vital collection. It’s our best-selling range for men and women. I wear it every day—it’s comfortable, seamless, and perfect for everything from the gym to traveling.
There’s a big conversation around body positivity and fitness. Any message for the Middle Eastern audience?
Ben Francis: Fitness is not just about physical strength—it’s also about mental strength. My advice is to do what feels right for you. Whether you train five days a week or just do light cardio, Gymshark is for everyone striving for self-improvement.
What are your thoughts on the Middle Eastern market?
Ben Francis: It’s an incredibly exciting region. I’ve visited for years on holiday, but seeing it now from a business perspective, I realize how much opportunity there is. Gymshark already has strong brand awareness here, and now, with our Dubai store, customers can finally shop our products.
What’s next for Gymshark in the Middle East in 2025?
Ben Francis: Hopefully, more stores! Dubai is just the start—we want to expand across the region and bring Gymshark to more people.
Selling online to a global audience has always kept the team busy. But what’s more viable as a retail option?
Ben Francis: We absolutely know we now must be omnichannel. We’ve kind of gone the other way to most retailers. So many started in bricks and mortar and moved to e-commerce. For the vast majority of our existence, we were solely direct-to-consumer and it’s only recently that we added bricks and mortar. We are about two and half years into that journey and it’s told us that the future of Gymshark lies within an omnichannel strategy.
For your category, do you think online makes the brand more accessible to the client or is it still touch & feel?
Ben Francis: It’s both. We’ve seen just how much our community likes to come and touch and feel the products and hang out with the brand in real life. But having a global online community that people can feel part of is just so powerful and certainly increases accessibility.
When it comes to opening brick & mortar stores, do you have a particular store format, in terms of design and collection in mind?
Ben Francis: It depends on the store. A flagship store, such as Regent Street in London and Bond Street in New York (which we have just announced) should be as much an experience for the customer as it is a place to buy gymwear. It’s also a place where people can train and do classes, hang out with the community or grab a smoothie as well as buy that new pair of Vital leggings. Our core stores, such as the one in The Dubai Mall or Westfield Stratford, are designed in such a way that you definitely know you are in a Gymshark store as soon as you walk in, due to the likes of the destination zones.
When curating collections for your store, how do you decide the collection? Any special strategy keeping the evolving customer needs in mind?
Ben Francis: We’ve learned that we need to strike a balance of our iconic products, such as our Vital or Power ranges, alongside merch that is bespoke to the region. That’s why you will see some product in The Dubai Mall that is totally exclusive to the region.
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