Ben Francis, the youngest self-made billionaire in Britain, is set to open a flagship Gymshark store in New York City, emphasizing the importance of the U.S. market for his brand’s growth.
Ben Francis, the founder of Gymshark, is poised to expand his fitness apparel brand into New York City with the establishment of a new flagship store. At 32 years old, Francis previously made headlines as Britain’s youngest self-made billionaire when Gymshark reached a valuation of $1.3 billion following an investment from General Atlantic in 2020. The new store will cover 13,000 square feet on Bond Street and is set to open later this year.
In an interview, Francis expressed his enthusiasm for the New York location, stating, “I love New York. It’s the perfect place for Gymshark, and I’m honored to call it our North American home.” He emphasized the importance of success in the U.S. market, stating, “We have to be successful in the U.S. in order for us to be successful around the world.” This sentiment reflects his belief in the significance of physical retail space alongside the digital presence that initially fueled Gymshark’s growth.
The initiative to open a permanent location comes after the successful performance of a pop-up store in SoHo, which operated on Wooster Street in late 2024. Francis noted that the city “has been so supportive of our brand vision,” and highlighted the opportunity to enhance Gymshark’s visibility outside the online arena. He noted, “People can finally see and feel the product we’re so proud of … I think physical brick-and-mortar stores are actually sort of a new and different way for us to reach people.”
Gymshark’s retail strategy distinguishes itself from competitors by including workout rooms and the availability of personal training sessions, creating a social environment for customers. The athletic wear market is competitive, valued at approximately $25 billion, and includes established brands like Lululemon and Nike as well as up-and-coming companies. Despite challenges, such as Outdoor Voices and Olympia Sports recently filing for bankruptcy, Francis has maintained a steady path by offering a focused range of products, including leggings, sweats, and workout shirts.
Francis reflects on his beginnings, having grown up in the West Midlands of England, where he worked various odd jobs and started several companies before reaching success with Gymshark. After receiving sewing lessons from his grandmother, Francis got hands-on in production to create products he felt enhanced the gym experience. His concept for workout apparel was centered around breathable, sweat-wicking, and odor-reducing materials, catering to fitness enthusiasts.
The initial rise of Gymshark can also be attributed to its innovative approach to influencer marketing, a concept that was still in its nascent stages at the time of the brand’s launch in 2012. Francis initially connected with fitness influencers on platforms like YouTube, sending them products in hopes of promoting the brand. “When I was getting into the gym, all the people I learned the most from were online on YouTube,” he explained. His strategy involved giving equity stakes to some influencers, ensuring they had a vested interest in the brand’s success.
As Gymshark continues to grow, boasting over 20 million followers on social media, Francis has articulated a clear vision. He believes that maintaining a strong community and consistent brand message is vital for the company’s future. “If we can be the best in this narrow space,” he said, “that’s what will carry us forward.” The upcoming flagship store in New York City underscores Gymshark’s commitment to making a significant impact in the North American market.
Source: Noah Wire Services
