Passionate, driven young adults who fuel their physical and mental conditioning with community, recognizing the connection they share whether training alone or in a group.
Generationally, 18-21 year olds have a strong “we instead of me” mentality. They are motivated to work harder for the success of their teammates than for individual gain.
Unite personal training, communication, and collective goals on one platform, fostering deeper connections and community-driven content.
Ignite engagement by uniting Gymshark’s community and brand into one platform.
Celebrate strength, no matter what that looks like.
By merging Gymshark’s original intense aspirational fitness branding with their current social good/inclusivity messaging, Gymshark can authentically champion body diversity and strength.
Gym camaraderie looks more like a silent head nod than a complex handshake.
Any community platform we build needs to be respectful of the already existing gym community guidelines—which is staying in your lane as well as mutual respect.
The interactive gym that allows passersby to trial the experience before joining the app.
Specially-rigged battle ropes, Nautilus machines, and exercise bikes display how much Shark Power is generated by your activity. QR codes everywhere for onlookers to download the app and join the ongoing game. And of course, participants will be given a free set of Gymshark apparel to enjoy the full experience of the Frenzy.
Gymshark had a declining reputation with an older generation of adults. Gen Z wasn't as familiar with the brand, but we didn't want them to stay away for the same reasons as other generations.
Being skeptical about an idea is good. Early in the project, something just didn't feel right and our team wasn't hyped on the idea. We pivoted and focused on what made us passionate, resulting in a lot of fun ideas.
Young adults who are seeking new communities face different anxieties when it comes to meeting people. Bonding over ridiculous fitness challenges is a healthy way to break into new opportunities. If you can push Australia, you can do anything.
Emerald Grippa / Brand Manager
Sabelle Chambers / Strategist
Mark McColey / Copywriter
Kyle Brubaker / Art Director
Nate Villaire / Experience Designer