Consumer Brands Entrepreneur biography
Ben Francis
The Gymshark founder who combined an interest in lifting with online retail, community and a changing approach to company leadership.
Photo: Ben Francis · CC BY-SA 4.0 · Cropped for display
Clothing for a new lifting audience
Ben Francis founded Gymshark in 2012 at nineteen. The company's official history ties its beginning to his interest in the gym and frustration with the clothing available to him. He wanted fitted apparel suited to the appearance and needs of a new generation of lifters. The early website also sold supplements through a dropshipping arrangement, a way to offer products without buying inventory first. Gymshark's clothing work developed from a small garage operation into a business designing and distributing its own fitness wear. The initial customer was close to Francis' own interests, giving the company a particular community to build around.
A brand built around its community
Gymshark's account of itself places its community at the centre of the business. Its official values describe listening to customers, learning from them and staying close to the company's origins. That emphasis is reflected in the combination of apparel, content and events described in its history. Rather than treating clothing as the only point of contact, Gymshark developed ways for people to connect around training and lifting. Its own description should be read as a statement of how the company wants to operate. It nevertheless explains an important part of the brand Francis built: a retail business whose identity extends into the habits and interests of its audience. The company's official introduction describes clothing, content and community as connected parts of what it offers, linking its commercial products with an interest in preparation and training.
Sources [2]
Capital while retaining control
The company's expansion eventually required a different set of decisions from those of its early garage years. In its account of the 2020 transaction, PwC says Gymshark's shareholders wanted capital to support international growth while allowing Francis to retain control. PwC's UK and US teams acted as lead advisers, and General Atlantic acquired a minority stake. The adviser describes a process conducted during lockdown, using technology to support remote working. This episode shows the distinction between bringing in an investment partner and selling control of the company. It also places financing alongside the less visible work of diligence and organising a business for a wider international presence.
Sources [3]
Learning through a change of role
Francis has occupied different executive positions during Gymshark's development. Its history states that he stepped down as CEO in 2017 and became chief brand officer, concentrating on innovation, brand identity and creative content. Steve Hewitt took the CEO role to develop the business's organisational foundations. Francis returned as chief executive in August 2021; Gymshark currently identifies him as founder and CEO. His continuing leadership followed a period in which another executive led operations and Francis focused on a narrower part of the company, before resuming responsibility for the whole business.
A few turning points
Career milestones
The evidence behind the account
Sources & further reading
The linked source material was checked on October 13, 2026. Roles and business relationships may change. Source numbers refer to the sections above.
- GymsharkThe official Gymshark story
- GymsharkAbout Gymshark
- PwCHow we gave Gymshark a bigger bite
