Practically every athletic brand is vying for a competitive edge in the crucial North American market and Gymshark is no exception.
The U.K.-based brand has named Henry Spear as president of Gymshark North America. Not a new hire, he has been working with the company for the past 10 months. Spear previously worked with Faherty, where he relaunched its women’s line, and further back at Tory Burch as director of footwear merchandising.
Emphasizing how Gymshark is a brand that listens to its community and responds to it, Spear said, “Over the next six to nine months, what you’ll see is more products and more initiatives from Gymshark that are in response to what the community has been asking for. That’s going to be really key to our success in the U.S. and help differentiate from our competitors.”Spear first joined Gymshark as vice president of commercial, overseeing merchandising and inventory in North America.
U.S. shoppers tend to spend more than U.K. ones, which is driven by the average U.S. customer’s propensity to spend, Spear said. American shoppers are more inclined to buy multiple colors of the same item or sets, like a matching crop top and leggings, Spear said. “Also, the lifetime value of the U.S. customer has been a bit stronger than in the U.K. Once they discover the brand, we see them returning quite quickly,” Spear said.
Gymshark’s social media will be key in leveraging its direct voice to speak to U.S. consumers while considering how they interact with sportswear brands, for example, through team sports, he said. “The U.S. is a unique market in that no other market in the world has such a relentless focus in college athletics and professional athletics.
Existing athlete partners include fitness-for-well-being advocate Simmons, bodybuilder Steve Cook and pro boxer Ryan Garcia. Stateside, the company is exploring the prospects of team sport athletes, college ones in particular, since the NCAA has cleared the way for college athletes to be sponsored. Basketball, soccer and baseball are of interest, Spear said.
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