Dolder’s appointment dovetails with that of Hannah Mercer, who joined from Adidas to take on the role of general manager for Gymshark’s wholesale and retail business.
In recent months, the brand has added other execs from big-name brands to its top table, including former ASOS chief financial officer Mat Dunn; the Very Group’s Carly Natalizia as chief digital officer; and Lacoste’s Laurent Madeleine, who joined as chief supply chain officer.
Representing gym-goers
Gymshark chief marketing officer Noel Mack told ADWEEK that to differentiate itself in North America, Gymshark wants to own gym-going consumers.
“American people are adopting resistance training daily—and as of yet, no brands have truly owned that space,” he explained. “Recently, we’ve seen brands do an incredible job [being adjacent to] running and yoga but as yet, nobody has stood up and represented that gym consumer, so that’s what we are here to do.”
Co-founded by Francis from his bedroom in 2012, Gymshark started life as a DTC ecommerce business. Post-pandemic, it was valued at $1.3 billion, operating globally in 230 countries including the U.S. and Australia.
It’s found success through a robust social and influencer marketing strategy, as well as purpose-driven campaigns encouraging women, LGBTQ+ communities, and other underrepresented groups into the gym.
In 2023, the brand shuttered its 65-person Denver U.S. HQ just two years after opening its doors. Mack put this restructure down Gymshark “acting like a big business too soon,” and modeling itself off bigger athleticwear giants.
“We lost some of our authenticity with our customer,” he told Glossy at the time.
Now, the brand is taking a different approach to its U.S. expansion, rooted in events, digital marketing and ecommerce sales.
