In the ever-evolving fitness landscape, community-driven brand Gymshark continues to strengthen its presence with the next phase of its ‘We Do Gym’ campaign. First launched last summer, the platform aimed to cement Gymshark’s position as a leading fitness brand. Now, it evolves beyond its weightlifting roots to embrace all gym experiences, making room for every kind of workout and athlete.
While the initial phase of ‘We Do Gym’ paid homage to the power and discipline of weight training, this new chapter broadens its scope. From high-intensity interval training (HIIT) and Pilates to functional fitness and treadmill running, Gymshark’s latest campaign champions a more inclusive gym culture.
At the heart of this new phase are the everyday moments that gym enthusiasts know all too well. The campaign taps into universally relatable “IYKYK” (if you know, you know) experiences—whether it’s the infamous struggle of climbing stairs after leg day or the challenges of training through a menstrual cycle. By spotlighting these moments, Gymshark fosters a deeper connection with its community, reinforcing its authenticity and relatability.
Adding even more dimension to the campaign, Gymshark enlists its brand ambassadors alongside a fresh lineup of ‘gym cast’ members to tell these stories. Through a mix of humour and heartfelt narratives, the campaign brings to life the diverse realities of gym-goers, further solidifying Gymshark’s role as a brand that truly understands and celebrates fitness enthusiasts.
“Once upon a time the gym was all about lifting heavy weights, but increasingly it’s so much more than that – from low-intensity classes like yoga and pilates to functional training for events like Hyrox, and the huge surge in popularity of running. We want to be the brand that represents weightlifting as well as any and all activities that happen within the four walls of the gym. If it happens in the gym, Gymshark is there to support you.” commented Noel Mack – Chief Brand Officer at Gymshark.
Founded in 2012, Gymshark was born in the gym and has never strayed from its roots. It speaks the language of its community—one built on dedication, passion, and the shared experience of training. With this expanded approach to ‘We Do Gym,’ Gymshark reaffirms that fitness isn’t one-size-fits-all. Instead, it’s a personal and evolving journey, and no matter how you choose to train, Gymshark gets it.
Images courtesy of Gymshark.
