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I’ve loved breaking this one down. This one is for all the DTC founders, brand marketers, paid specialists and anyone curious about the intersection of community and commerce.

In an era where DTC brands are bleeding cash on Meta ads, one company's story stands out.

Gymshark started with £1,000 in a garage (yes, another garage story, but stick with me), and has scaled to a $700M valuation while running over 400+ active ads daily (at the time of writing this).

The Case Study

Here’s why I chose to write about them now:

• One of my top 5 favourite brands of all time.

• They’ve mastered the art of scaling ads profitably with a UGC-driven creative formula.

• Their landing pages are optimized to maximize both Average Order Value (AOV) and Lifetime Value (LTV).

• Love their continued focus on community building while pushing new products.

Today, I’ll break down:

1. The ad creative formula that converts consistently

2. How do they optimize landing pages for higher AOV and LTV

3. Their multi-touch retargeting strategy that keeps customers coming back

Let's break down how they did it!

PAID SOCIAL
The Ad Creative Formula That Converts Consistently

Picture a typical DTC brand's content strategy circa 2025: high-production shoots, professional models, and perfect lighting. Now picture Gymshark doing exactly... none of that.

While their competitors burn cash on expensive production, Gymshark runs hundreds of active ads across Meta platforms using primarily user-generated content.

Using UGC for Paid Ads

Real people, real workouts and real results. Their creatives often feature customers showcasing product features (e.g., pulling up leggings to show stretchability) or influencers demonstrating workouts in Gymshark apparel.

The strategy is deceptively simple:

1. Harness authentic content from their community

2. Add emotional triggers that actually resonate

3. Scale what works (and ruthlessly cut what doesn't)

Having run Meta ads for hundreds of DTC brands, this is what I can tell you from my point of view: the magic isn’t just in UGC — it’s in how Gymshark pairs it with emotional triggers. For a brand in a saturated sea of activewear brands, this approach is doing wonders for them. They’re not just selling leggings or gym tees, they’re selling moments and confidence.

This is how they use the triggers: 

• "Limited Edition Drop" → FOMO kicks in

• "Sweatproof Tested" → Trust builds

• "Community Favorite" → Social proof activates

How to Build Your Ad Strategy Like Gymshark

Launch more ad variations: The first you see in Gymshark’s Meta library are lots of variations of ads. Ad volume is the #1 strategy that helps to discover new performing ads. It gives you more swings at getting your ideal customer. On the 10th of Feb 2025, Gymshark launched 140 ads alone, a couple of days later they were up to 340 ads all over the world!

Hooks that stop the scroll: According to Foreplay’s AI, lines like “We’re back again, eh?” and “Yo, what’s up guys?” cater to different audiences. Visual hooks—like a customer adjusting their leggings—make the ads even more engaging.

Remember: The goal isn't to copy Gymshark's exact playbook – it's to understand the principles behind their success and adapt them to your unique brand story.

CONVERSION RATE OPTIMISATION
Optimizing for AOV and LTV

Gymshark has transformed the standard e-commerce playbook through two key innovations: intent-based landing pages and data-driven product bundling. This ties in well with their Meta (and generally paid ) ads strategy.

Intent-Based Landing Pages

The strategy is straightforward: match landing page content to the traffic source. Click a running gear ad? You'll see technical specs about breathability and flexibility. The page adapts to your entry point, reducing overthinking between interest and purchase.

Strategic Product Bundling

Their cross-sell strategy operates on behavioural data:

• Cart additions trigger complementary product suggestions (leggings → matching sports bra)

• Product pairings are continuously optimized based on purchase patterns

• Recommendations appear at high-intent moments in the purchase journey

The numbers validate this approach: The global average order value across e-commerce is $165, as reported by Dynamic Yield. According to Grips Intelligence, Gymshark's average order value (AOV) falls between $150-175.

Why This Matters

This isn't just about conversion optimization – it's about adapting to a market where paid acquisition costs continue to rise. By maximizing revenue per session, Gymshark offsets increasing CAC while building deeper customer relationships.

REMARKETING
Multi-Channel Retargeting Approach

What strikes me most about Gymshark's approach is their understanding of the modern customer journey. Here’s a breakdown of Gymshark’s retargeting strategy that spans across key touch points.

The Psychological Triple Threat

Rather than casting a wide net, Gymshark's laser-focused segmentation shows a deep understanding of user psychology. That 246x ROI during Black Friday isn't just a number – it's a testament to knowing your customers. They've cracked the code on timing and intent, serving different creative formats to users based on their specific behaviours.

Example: A customer is scrolling through IG after abandoning a pair of leggings in her cart. Suddenly, she sees a real customer, like her, raving about those leggings. Here’s how this flow looks like in action:

• Product View Ad: "Still thinking about those Legacy Leggings? Here's what Sarah said: 'Best workout gear I've ever owned' [Video testimonial]"

• Cart Abandon Ad: "Your Vital Seamless set is waiting! 10% off ends in 2 hours"

• Past Purchase Ad: "Loved the Power Shorts? Complete your look with our matching tank - early access sale!"

Conversion via Conversation

I look at Gymshark’s email sequence and all I see is a friendly personal shopper. It starts with a gentle reminder, builds up my confidence in them with social proof, and they close with value that’s too stupid to ignore.

The most important thing in their strategy is that they are consistent in selling a lifestyle, not the product.

Their emphasis on fostering a sense of community is evident in their communications. For instance, after signing up for their mailing list or purchasing a product, customers are welcomed into the "Gymshark family," highlighting their commitment to building a loyal customer base.

From there, as expected, depending on your intent or action you get taken into common DTC drip campaigns. Here are examples of two important flows focused on conversion and LTV:

• Abandoned Cart Flow (3-5 emails):

  • Email #1 - Reminder with product image (sent within 1 hour).

  • Email #2 - Social proof and urgency (sent within 24 hours).

  • Email #3 - Small discount or free shipping offer (sent within 48 hours).

• Post-Purchase Flow (Upselling & LTV Growth):

  • Email #1 - Thank you and order confirmation.

  • Email #2 - "How to get the most out of your Gymshark gear" (content-driven).

  • Email #3 - Customers who bought [your item] also bought [upsell].

The impact in numbers:

• As of 2023, gymshark's email list is made up of over 1 million people

• The average open rate is 25% and CTR of 10%

• In 2022 during the BFCM period, they made 5 million pounds in just three days via email.
  
  

BRINGING IT HOME
WRAP-UP

Hope this case study gives you actionable insights and ideas that you can apply to your brand. If you enjoyed this, here’s what you can do next:

1. Share this newsletter with someone who’d find it helpful!

2. Reply with your thoughts or questions — I’d love to hear from you.

Talk Soon - Dev 🤙

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