When Brand Elements Meet Personality:A Case Study of Gymshark
- Laura Castiblanco
- Sep 4
- 3 min read
In brand management, alignment is essential. A brand is more than its logo, slogan, or colors; it is the sum of how it is positioned in the market, the personality it projects, and the elements that make it recognizable. When these pieces work in harmony, the brand builds equity by becoming memorable, trusted, and emotionally connected with consumers. The Brand Resonance Model explains that equity is created step by step: salience, performance, imagery, judgments, feelings, and ultimately resonance, which reflects the strongest connection between brand and customer. To move through these stages successfully, brands must ensure that their visible elements—like logos, voice, and packagin — consistently reflect their positioning and personality.
Positioning refers to the unique benefit a brand provides and how it differentiates itself from competitors. It’s not merely what the product is, but what it means to the consumer—and the place it occupies in their mind. Personality, by contrast, relates to the human-like traits that define the brand, guiding tone, design, and customer experience to foster genuine connection. Brand elements—logos, slogans, packaging, jingle —serve as memory cues that reinforce those traits at every touchpoint. When positioning, personality, and elements align well, the result is stronger brand equity and more loyal customers.
Gymshark: A Brand Built on Alignment and Community
Gymshark is a textbook example of brand alignment done right. The brand positions itself as the community first, digitally native fitness apparel company for ambitious athletes and everyday gym-goers alike. Its direct-to- consumer strategy has fueled highly visible growth. In 2023, Gymshark posted record revenues of over £556 million, proving that its promise of stylish, affordable, high- performance activewear resonates with consumers. By mid-2024, The Times reported that in 2024 “sales at Gymshark rose to £607.3 million, though pre-tax profits slipped due to higher costs” .
Gymshark’s community-driven identity has also been critical to its rise. As Jodie Cook wrote in Forbes, “Sports apparel brand Gymshark has just hit a $1.3 billion valuation after securing investment from General Atlantic”.
She emphasizes that the company’s success is rooted in its digital-first, community-driven approach, which transformed Gymshark from a startup into one of the UK’s most valuable private companies. Its minimalist shark-fin logo embodies ambition and strength, its social presence is approachable and relatable, and its events—from pop-up gyms to fitness expos—convert customers into participants. Every brand element reinforces its positioning and personality, building a cohesive identity in a crowded market.
Inclusivity and the Challenges of Representation
While Gymshark has made strides toward inclusivity, this area reveals both progress and critique. The brand has introduced products such as sports hijabs, demonstrating awareness of cultural inclusivity in fitness. Yet critics argue that adding an XXL size alone does not equate to body diversity.
As Brooke Rolfe from News.com.au observed, “It appeared the brand had made small steps towards inclusivity – having included women of colour and a woman in a wheelchair – but fell short when it came to body size diversity”. This highlights how representation is more than symbolic gestures; it requires authentically showcasing diverse body types in both products and campaigns.
To its credit, Gymshark has acknowledged these criticisms and taken gradual steps forward but continuing to diversify its sizing and modeling will be crucial to reinforcing its community-first personality.
Expansion and the Risks of Growth
Gymshark’s success also comes with growing pains. Despite rising sales, its profitability has shown signs of strain. The Times reported that “pre-tax profits fell from £13.1m to £11.9m, despite sales growth, reflecting the strain of expansion and U.S. tariffs” (Butler, 2024). This highlights the risks of stretching beyond its e-commerce roots into physical retail.
Yet expansion also brings opportunity. According to the New York Post, Gymshark founder Ben Francis is “bringing Gymshark to New York City with a 13,000-square-foot flagship store designed as a community hub for fitness enthusiasts” (NYP, 2025). By creating immersive spaces, Gymshark has the chance to deepen its resonance, making its community-driven personality tangible in real-world settings while still staying true to its digital-native DNA.
Gymshark offers a compelling case study in how brand positioning, personality, and elements can align to build both emotional resonance and commercial success. Its strong financial growth, billion-pound valuation, and cultural relevance show that alignment is not just a theoretical concept but a driver of real-world results.
At the same time, its challenges with profitability, inclusivity, and international expansion reveal that alignment is never “finished.” In the words of Jodie Cook, Gymshark’s journey “shows how a brand can grow not by shouting louder, but by connecting deeper” (Forbes, 2020). For Gymshark—and for any brand—the lesson is clear: alignment must be continuously refined to remain authentic, relevant, and powerful.
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