Gymshark founder: ‘Product in isolation isn’t enough’

Former Gymshark CEO Steve Hewitt has emphasised that while product is crucial, it’s not the sole driver behind the brand’s success.

Speaking at the 2025 Retail Technology Show, Hewitt pointed out that much of the gymwear brand’s success comes from its ability to build a community around their product.

“Product in isolation is not enough. The fitness apparel world is extremely cluttered. And if you look at nutrition, that’s even more congested,” he said.

“Differentiation of your brand is crucial, and you do that through storytelling.”

He stressed, “Not many brands are very good at storytelling. In fact, they’re not too bad at external storytelling, but they’re terrible at internal storytelling”, a factor he believes is key to sustained success.

Hewitt, who stepped down as CEO in 2021, also explained that in an inventory-based business, product margin is key to driving an organisation’s profitability, but it cannot stand alone.

He said: “Product is important, especially in an inventory-based business, but it’s only just part of the process and part of the mix.

“Your product margin percentage is the thing that drives your organisation. It’s not necessarily your gross revenue and sometimes not even your net revenue. It starts with product margin.”

However, Hewitt was quick to highlight that in today’s crowded fitness apparel and nutrition markets, differentiation goes far beyond product alone.

His comments come as Gymshark opened the doors to its third permanent UK store at Westfield London ahead of its first-ever flagship store opening in the US later this year.

The British gymwear giant‘s new store will be located at 11 Bond Street, New York and span 13,000sq ft across four floors.

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