The Power of Doing One Thing Exceptionally Well: How Ben Francis Built Gymshark into a 100-Year Brand
"We do gym. That’s it. That’s our USP, our competitive advantage, and what we’re going to be the best at in the world." – Ben Francis
In a world of startup blitzscaling, product pivots, and hypergrowth unicorns, Ben Francis stands out—not for the empire he’s built, but for the purity of how he built it.
At just 33 years old, Ben is the CEO of Gymshark, one of the most admired fitness apparel brands globally. But the Gymshark story isn’t just about revenue, valuation, or influencer marketing. It’s about focus, humility, and building a business that lasts 100 years.
In an interview with Simon Sinek on A Bit of Optimism, Ben broke down the philosophy and decisions behind Gymshark's growth. What emerged is a blueprint for purpose-driven entrepreneurship that challenges conventional startup wisdom.
From Pizza Delivery to Founder: Building Something From Nothing
Ben didn’t start out with a grand vision. In fact, his initial goal was just to build a website that could sell something. That “something” started as supplements via dropshipping. The margins were razor thin—£2 on a £52 sale. But to Ben, that £2 was everything.
“I was dancing around my bedroom. I’ll never forget that first sale.”
What followed was a series of micro-iterations. Supplements gave way to homemade apparel, sparked by his grandmother’s sewing machine. Why? Because Ben and his friends couldn’t find gym clothes they liked. So they made their own.
The Power of One Thing
The turning point came when Gymshark made a bold internal declaration: “We Do Gym.”
Instead of chasing categories like swimwear, hiking gear, or team sports—each of which was tempting and even requested by customers—Ben doubled down.
“We launched a product called Onyx—a hyper-niche bodybuilding item. The audience was 1% the size of other categories. But it became our biggest launch ever.”
Rather than dilute the brand with broader offerings, Ben focused. The result? More sales, better products, stronger brand identity, and operational efficiency.
In a time when every startup is trying to be everything to everyone, Gymshark’s story is a masterclass in strategic subtraction.
How Thinking in 100 Years Changes Everything
It’s not just product strategy. The idea of building a 100-year brand changed how Ben hires, makes decisions, and builds culture.
- Hiring: Instead of chasing resumes, Ben seeks people who can grow with the company for 10, 20, even 30 years. “I don’t want this to be a stepping stone. I want it to be a home.”
- Product: Quality and relevance to the gym-goer are non-negotiable. Gymshark even built a full-scale in-house sampling facility—despite the higher short-term cost—to control quality long-term.
- Culture: The walls of Gymshark HQ display mantras like “Give a shit” and “Don’t be a dickhead.” These aren’t marketing gimmicks. They’re reminders that values come before tactics.
Stepping Back to Move Forward
One of the most profound parts of Ben’s journey? He stepped down as CEO.
Realizing he wasn’t ready to lead at the pace the business demanded, he handed over the reins—so he could learn. Three years later, he returned to the CEO role stronger, more experienced, and ready to scale.
“I wasn’t the best person for the job at that time. But I wanted the business to succeed more than I wanted to be CEO.”
This kind of self-awareness is rare in leadership—especially among young founders. But it’s exactly why Gymshark didn’t just grow—it matured.
Why Purity Wins
Ben’s approach is refreshingly old-school. Build something useful. Stay focused. Make it profitable. Don’t sell out for a quick win.
“There are so many brands that explode and disappear. Very few stand the test of time. I want Gymshark to be one of them.”
He’s not chasing exits. He’s chasing excellence.
And that’s why Gymshark, a brand built in a garage and powered by a community of gym lovers, may just outlast the unicorns and IPO darlings of today.
🎯 Lessons for Wantrepreneurs
- Start Small, Start Pure: Your first goal doesn’t need to be a billion-dollar valuation. It can be a £2 sale.
- Focus is a Superpower: Don’t do everything. Do one thing better than anyone else.
- Think in Decades: Ask yourself: would I still be proud of this decision in 30 years?
- Know When to Step Aside: Leadership isn’t about ego. It’s about serving the business, even if that means learning before leading.
- Build with Heart: Whether it’s values on the wall or time with family on weekends, culture matters—and it starts at the top.
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