2026 is here, and in typical new year style, all our social media feeds and minds are inundated with countless new fitness goals and challenges to kickstart the new year. However, I think we can all agree that for the vast majority, these goals and challenges never really seem to exceed a few weeks and never truly become daily habits for most. Enter, Gymshark, with their Gymshark66 challenge, based on the data-driven science that it takes 66 days to form a habit and, in the process, change your life.
This may sound like another one of our typical new year, new you fitness challenges; however, Gymshark66 is different as it focuses on the small wins that you can complete every day to become a step closer to your goals. The challenge is based on creating small daily wins across 66 days, as this is believed by science to be the golden number in creating a habit that can be sustained across the entire year, rather than the first few weeks of January.
The challenge is simple: you choose three daily habits from the Gymshark Training App that fit your lifestyle and personal goals, whether that be a 20-minute run, 10 minutes of mindfulness, or reading 10 pages of a book. These habits will be across three focus areas: mind, movement, and nutrition. Alongside this, participants in the challenge will also receive a personalised Gymshark66 aura that will be based on the colours of the habits that you have chosen and will be unique to you and your goals, like a colourful Gymshark fingerprint.
We spoke with Gymshark’s Brand Marketing Director, Calum Watson, to discuss and gain some further insights into the Gymshark66 challenge:
Gymshark66 has become a defining part of the brand’s identity. In your own words, what is Gymshark66, and why does it matter to the business today?
Gymshark 66 is a 66-day challenge built around habit formation showing that consistency over time is what drives real change. What started as a simple challenge has grown into a powerful, community led movement. Thousands of people share their journeys, organise runs, hyrox sessions, and lift together, forming real connections along the way. It’s also something that’s been adopted internally over the years here at Gymshark where 100’s of staff participate in the challenge as well. Culturally, Gymshark 66 matters because it brings the brand to life beyond products. It creates belonging, accountability, and shared momentum, turning Gymshark into something people do together, not just something they wear.
What core consumer or community insight originally inspired Gymshark66 and why 66 days specifically?
Gymshark 66 was inspired by a clear consumer insight: most people struggle to stick with New Year’s resolutions and quickly fall back into old habits. Research shows that roughly 80 % of New Year’s resolutions fail by February, meaning most people give up their goals within the first couple of months of the year.
At the same time, there’s evidence from habit-formation research showing that it takes around 66 days of consistent practice for a new behaviour to become automatic; making 66 days a meaningful timeframe to build real, lasting habits.
By launching Gymshark 66 at the start of the year, we tap into the cultural momentum of New Year’s resolutions while offering a more structured, community-driven way to actually stick with change. It gives people a clear goal, enough time to build habits that last, and crucially; a supportive community to keep them motivated along the way.
Many New Year fitness campaigns promise quick fixes, while Gymshark66 emphasises small, sustainable habits. How do you balance creating an aspirational campaign that remains accessible to a broad audience?
That’s the power of focusing on small, achievable wins! It keeps the idea aspirational without making it intimidating. So you don’t need to chase extreme goals or elite performance. You don’t have to run a sub 3 hour marathon to take part in Gymshark 66.
The challenge is about progress, not perfection. It meets people where they are, encourages consistency, and celebrates everyday effort. By centring on habit-building rather than quick fixes, Gymshark 66 stays inclusive and relatable, while still inspiring people to become better versions of themselves over time.
From a marketing perspective, how do you measure success in a challenge centred on behaviour change rather than immediate sales?
Success isn’t defined by short-term sales, but by the strength of the relationship we build with our community. By tracking sustained engagement and participation across our app and social, we can see how Gymshark 66 embeds the brand into people’s routines and drives long-term loyalty. Fun fact, Gymshark 66 has been mentioned in over 1.1M posts on Instagram alone.
What participant stories or pieces of feedback have had the biggest impact on you and your team?
There have been so many powerful stories over the years not just physical transformations, but mental and emotional ones too. Seeing people build confidence, consistency, and belief in themselves through Gymshark 66 has been incredibly impactful for the team.
What stands out most is the trust people place in the challenge and the community to support them on that journey. Knowing Gymshark 66 can play a role in helping people change how they feel about themselves, not just how they look, is what makes it so special.
Looking ahead, how do you see Gymshark66 evolving, whether through new habit areas like sleep or mental health, or the way the community engages with it?
Gymshark 66 will continue to evolve each year through new habit areas, reflecting how our community’s definition of health and performance is expanding beyond just training.
The bigger focus will be on how and where the challenge shows up ensuring we’re meeting the community where they already are, whether that’s through new platforms or deeper integration within our loyalty ecosystem. Last year, we introduced the opportunity for a winner to become a Gymshark athlete, something many in our community aspire to, and that’s a great example of how the challenge can keep evolving. Who knows what else we might unlock in the future as the community grows.
To find out more about the Gymshark66 Challenge, head to Gymshark’s website for further details: https://uk.gymshark.com/pages/gymshark-66
