Ben Francis, founder of Gymshark, discusses the strategic divergence that led to the departure of co-founder Lewis Morgan in 2015.
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“My perspective was very much like, I was really happy to roll the dice time and time again, and just keep growing and growing and growing the business, and to bring in more people More management types at the time and build the business from that perspective. Whereas I think Lewis was a lot more, he really wanted it to be centered around us and the business act in a slightly different way.”
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More from Ben Francis
AssertionContradicted
Gymshark found its wedge because no brands targeted bodybuilders and weightlifters
“No one made Clothing specific to bodybuilders and lifters, and it's less even, it was more around the branding. No one sold product that was dedicated to that sort of, that group that we were very much a part of.”
Ben FrancisNov 17, 2025▶ 17:12Gymshark: Ben Francis. From pizza delivery to billion-dollar fitness brand.
AssertionNot checkable as stated
The business split permanently ended the relationship between Gymshark's co-founders
“No, no, that, that, that was the end of our personal relationship there, which I think is a shame, but it is what it is ultimately.”
Ben FrancisNov 17, 2025▶ 53:27Gymshark: Ben Francis. From pizza delivery to billion-dollar fitness brand.
Insight
Gymshark employees tried to play the founder and new CEO against each other
“If people didn't get the answer they wanted from Steve, then they would come to me, or the opposite way around, so they'd sort of try and play almost like mom off dad sort of thing. So our relationship was really important.”
Ben FrancisNov 17, 2025▶ 56:31Gymshark: Ben Francis. From pizza delivery to billion-dollar fitness brand.
Disclosure
Gymshark refuses to expand beyond gym wear into soccer or basketball apparel
“It's really important to me that we retain a really narrow focus. So the easiest thing for us to do would be to double or triple the size of our range and start selling basketball wear and fashion wear and soccer and everything. That, that's not interesting to…”
Ben FrancisNov 17, 2025▶ 1:07:26Gymshark: Ben Francis. From pizza delivery to billion-dollar fitness brand.
AssertionNot checkable as stated
Gymshark pivoted to handmade apparel by purchasing a sewing machine and printer
“Now at that point, we then bought a sewing machine, we brought a screen printer, we'd saved the money for it, and we started to basically to try to hand make, hand print our own clothing, basically, and that, that, that was where it all really started to kick …”
Ben FrancisNov 17, 2025▶ 16:52Gymshark: Ben Francis. From pizza delivery to billion-dollar fitness brand.
Disclosure
Gymshark's pivot to apparel increased margins from 4 percent to 50 percent
“We could sell, I make 50 pounds worth of supplements, make two pounds in margin, or we could sell 30 pounds worth of clothing and make 15 pounds.”
Ben FrancisNov 17, 2025▶ 18:48Gymshark: Ben Francis. From pizza delivery to billion-dollar fitness brand.
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