GYMSHARK CASE STUDY

Flashcards based on Gymshark lecture notes.

What is Gymshark?

It’s an UK-based fitness clothes brand founded in 2012 by Ben Francis, it started as a small e-commerce business, run from a garage and now has grown into a direct to customer company, selling in over 180 countries. Gymshark is known for its strong community, influencer partnerships, and AI to tailor customer experience. The brand has a strong belief on ethical values, human rights and sustainability. It’s more than just a clothing brand, it’s a lifestyle movement for fitness lovers.

What essential commitment underpins all of Gymshark’s people‑focused initiatives?

Gymshark is committed to always respecting human rights, acknowledging that this is an ongoing journey requiring continuous collaboration and improvement

The importance of internet in business ?

It increases visibility, expands global reach, improves communication and collaboration, enables round-the-clock operations, and significantly reduces operating and marketing costs. It empowers even the smallest businesses to grow, innovate, and compete on an international level.

business analytics ?

It’s the practice of collecting, processing, and analysing data to inform business decisions. it means using customer and operational data to drive marketing and UX improvements.

metrics related to Gymshark ?

Click‑through rate → measures how often people click on ads
Conversion rate → measures the percentage of visitors who take a desired action, such as a purchase
Cart abandonment rate → measures the percentage of shoppers who leave before checkout

Why these sources ?

Because they combine firsthand company strategy (that’s the primary sources), data-driven performance insight (for the industry reporting), and impartial ethical ratings to provide a comprehensive understanding of business performance.

areas to use ecommerce analytics

It’s in the Acquisition, Behaviour, Conversion and Retention

Define intrinsic vs extrinsic motivation.

Intrinsic motivation comes from personal satisfaction and purpose, and Extrinsic motivation is driven by external rewards (like bonuses)

How does Maslow’s hierarchy of needs apply to workplace motivation?

It applies in the :

• Safety, for the job security & pay

• Belonging, for the team culture & inclusion

• Esteem, for the recognition programs

• And Self‑actualization for autonomy, creative projects

What is Scrum in project management?

It’s a framework that enables teams to work together on complex projects, focusing on iterative progress through structured events and defined roles.

How does Gymshark use data in its e‑commerce operations?

Gymshark centralizes analytics on Google Cloud to power personalized recommendations

What additional types of data should Gymshark manage, and why?

• Real‑time KPIs → for faster diagnostics

• User segmentation → for tailored offers

• Inventory forecasts → to reduce stock‑outs
  

Which intrinsic and extrinsic motivational strategies does Gymshark use? How do they link to Maslow’s hierarchy?

They use Intrinsic and extrinsic, for the intrinsic, they have a fam culture and autonomy on creative projects. That refers to Belonging & Esteem needs from the Maslow’s hierarchy.

And for the Extrinsic they offer performance bonuses and revenue‑share benefits. That refers to the Safety & Esteem needs/

What improvements could you propose to Gymshark’s staff motivation?

Peer‑recognition platform (“Kudos”) for real‑time praise
Quarterly hackathons for creative autonomy
Career‑path transparency workshops
These boost self‑actualization and reinforce belonging.

How does Gymshark currently manage its projects?

Through an Agile direction, but I saw that they were hiring Scrum Masters, so they’re running two‑week sprints, daily meetings, etc…

Which project‑management methodology would you recommend and why? What are its pros and cons?

I would recommend Scrum, for the rapid iteration, stakeholder visibility, continuous feedback. But it requires disciplined meetings, lots of training and a risk of sprint fatigue.

What is Gymshark’s online security and privacy strategy?

They have a Detailed regional privacy policies GDPR, a designated Data Protection Officer, an encryption in transit/rest, and regular penetration testing.

What security enhancements would you advise? Give examples.

I would recommend the Two‑Factor Authentication at login because it blocks almost 99% phishing attacks

What does Gymshark already do in terms of online reputation management? Give examples.

They leverage micro‑influencers and community “fam” events. They answer to reviews manually and they’re reactive, but they have no centralized social‑listening tool.

Does Gymshark have good customer service?

Yes, 24/7 chatbots, clear Returns & Refunds policy, mobile‑first UX.

What are the strengths and weaknesses of Gymshark’s social‑media management?

They have high engagement on Instagram & TikTok via “fam” content, but they don’t have an official X account and an inconsistent posting schedule.

What tips would you give to improve Gymshark’s online reputation and social media?

I would recommend deploying Brandwatch for sentiment analysis and crisis alerts, launch an official Twitter/X account and Increase UGC campaigns

Which strategies does Gymshark use to boost online sales and UX? Provide examples.

• AI personalization (Vertex AI recommendations)

• Mobile‑first design with 24/7 chat support

• Free returns and clear shipping timelines

• Pop‑up events and flagship stores for omnichannel reach

• Future idea: Progressive Web App (PWA) for offline browsing

Which ethical problems have arisen at Gymshark? Explain.

They’re rated “Not Good Enough” by Good On You which is a website who rate the ethic of the brands. And their rate for Gymshark is due to slow living‑wage progress

Based on the 17 sustainable goals, choose 3 of them and explain how the company integrates them into their activity.

I chose the SDG 12 because they have 100 % recycled polyester by 2025 and product take‑back pilots

The SDG 13 for their 50 % carbon reduction and 30 % water cut by 2030
And the SDG 8 for their Fair Labor Association membership, and their factory‑audit transparency

What recommendations would you give Gymshark for the three sustainability pillars?

I would recommend adopting chemical recycling for Environmental, conducting living‑wage audits, launch worker‑voice surveys for Social, and create a “Gear Pass” repair subscription for circular revenue streams for Economic

What are common security & privacy issues in e‑commerce?

• Data breaches

• Weak authentication (lack of 2FA)

• and customer data theft

What does competition with Amazon imply for an e‑commerce player?

It involves that e-commerce players must innovate in logistics, optimize their product offerings, and enhance customer engagement to remain competitive.

What is online reputation management?

It’s monitoring and shaping public perception by tracking reviews, social mentions, and media, then responding to maintain trust and brand image.

List three advantages of e‑business for companies.

• Lower fixed overhead (no physical stores)

• Global reach and 24/7 availability

• Rich data collection for personalized marketing

What is business ethics?

It’s the application of moral principles and values (like honesty, fairness, respect) to business behavior and decision‑making.

What are sustainable development goals (SDGs)?

It’s a set of 17 global objectives adopted by the United Nations member states to balance people, planet, and prosperity by 2030.

What are the three pillars of sustainability?

1. Environmental (protecting ecosystems & resources)

2. Social (fair labor, community well‑being)

3. Economic (long‑term profitability & responsible growth)

Why did I choose File 1 (Data, Team & Project Management) and File 5 (Ethics & Sustainability) for Gymshark, in addition to the mandatory File 3?

File 1:

• Gymshark’s data transformation is public (with the partnership of GoogleCloud) and measurable outcomes (+5 % CTR on Black Friday).

• The company is managed in Scrum (hiring Scrum Masters)

• So these provides enough to be able to analyse e‑commerce KPIs, discuss Maslow’s needs, and propose data‑driven improvements.

And for the File 5:

• Because Gymshark has a “Wear More, Waste Less” framework who sets specific targets: 100 % recycled polyester by 2025, –50 % carbon, –30 % water by 2030.

• It shows ethical commitments: Fair Labor Association membership, Bangladesh Safety Accord, full factory transparency.

• This allows applying the 3 sustainability pillars and SDGs to a real‐world case.