Gymshark online communication

 To explore how companies use social media platforms and other forms of online communication as marketing I decided to look into the brand Gymshark. This is an activewear brand that I had never previously heard of outside social media that has become one of the most popular fitness brands in the country. The first thing I decided to do was take a look at their website, which was easy to navigate, full of color and photos, and quotes that are very on-brand for what they are selling. Underneath each clothing item, there was a detailed description of the item, the material, and measurements as well as the activity they are best for. Something gym shark does on their socials that I think is very smart is recruiting "Gymshark athletes." Popular fitness influencers are recruited to wear the brand and film with Gymshark for promotion. I think this form of online marketing is super smart because consumers are going to see all of their favorite fitness influencers repping the brand. 

When on their website, towards the top of the page is the search bar, your bag, and the drop-down menu that features all their clothing items. Smack in the middle you are met with two women wearing matching Gymshark sets, and holding dumbbells, if the same of the website didn't already give away what they are selling the viewer immediately gets a good view of the product. The further you scroll down it just gives more options to browse new colors and fits as well as Gymshark's goal as a company is to unlock its user's full potential and look good while doing it. I do think this is an effective setup because immediately when visiting the sight you are shown the product and different ways to access what they are selling. Most people come to the website to shop and not to read their company goals. 

Gymshark clearly identifies its identity online by posting athletes and gym rats working out in their brand. As I mentioned before recruiting popular fitness influencers as "Gymshark athletes" clearly targets an audience that is interested in fitness. Their website is full of athletes modeling their attire and they only sell clothes designed for fitness.

One thing I think Gymshark could do to improve its online communication is to target some of its advertisements for beginners. A lot of their marketing is using people at peak physique, which is motivating but also possibly intimidating for people that are just starting out at the gym. I also think they could advertise men more on their website. Men are used a lot in their social media marketing but I noticed a majority of the cover photos on the Gymshark website is women. 

Here is the website for reference:

https://us.shop.gymshark.com/?gclsrc=aw.ds&&gclid=CjwKCAiA0JKfBhBIEiwAPhZXD3jD-TNj3yI0fglyIvjJsp2AQw8J9IRK1inwpv7P4RHmoR1QvUA1wxoCk10QAvD_BwE&gclsrc=aw.ds