Case study by
Summary
Since its launch in 2012 by British student entrepreneur Ben Challenge
Francis, Gymshark has become one of the fastest-growing youth • Gymshark knew students
brands, synonymous with the athleisure trend. In 2017, they would be key to their ambitious
looked ahead at their three year expansion plan and realized growth plans.
that students were essential in order for them to achieve their • They needed a strategy to raise
goals, which included an ambitious revenue target.
brand awareness and drive
repeat purchases.
As a business already thriving with the Millennial and Gen Z
demographic, Gymshark was aware that health and fitness is a Solution
passion for young consumers and a brand category that attracts • Our Connect technology verifies
a large portion of their annual spending. Therefore, tapping into students within Gymshark’s site.
tight-knit student communities through a mix of digital and • Gymshark launches gain wider
physical marketing activities would be their key to success. The reach thanks to our student
business was already known for its relationships with the marketing support.
biggest health and fitness influencers, and its pop-up shopping • Our student campaigns introduce
events with lines around the block.
Gymshark to new customers
throughout the year.
The challenge they were facing was how to bring the marketing
activities that were already working well within the online fitness Result
community to students, the group they’d identified as their • Student revenue grew 142%
primary target market. They were looking for a strategy that year-on-year as of March 2020.
would enable them to grow their student customer base and • The number of discount codes
increase engagement and repeat purchases from their existing generated increased by 93% in
consumers. How could they make their Gymshark-branded the same period.
apparel ubiquitous on college campuses around the world?
Find out more about our Student Verification, Student Marketing and
Student Research today.
Solution
After reviewing the student marketing opportunities available,
Gymshark chose Student Beans to exclusively power their
student loyalty program and achieve their goal of worldwide
campus domination. By partnering with us, Gymshark gained
full access to our range of brand solutions, including our secure
student verification technology, our team of in-house student
marketing advisors, and our powerful global student reach.
To launch their student program, Gymshark integrated our
Connect technology into their site and we went live with their
standard 10% discount, applicable on all online purchases. This
enables them to boost conversion rates with students, who can
verify their student status and redeem their discount without
leaving the Gymshark site. Their student offer is promoted via a
homepage tile and footer link on their website. The discount is
also featured on the Student Beans site, and the brand features
regularly across touchpoints such as our social media channels,
email newsletter, and push notifications, raising brand
awareness with the target audience.
Gymshark saw an
increase in student Each time Gymshark kicks off a new marketing campaign or
product launch, Student Beans is there to support them. For
revenue (141%), sales example, in March 2020, Gymshark held a week-long online
(121%) and discount event called The Sale for Absolutely No Reason. We supported
codes generated (104%) the campaign with a targeted solus email to our US database on
in March compared to launch day, followed by a push notification from our Student
Beans app later in the week. The campaign was a hit with our
the previous month users, and Gymshark saw an increase in student revenue (141%),
sales (121%) and discount codes generated (104%) in March
compared to the previous month.
Not only are we always on hand to support Gymshark’s
marketing activities, but we also invite them to be part of our
own student marketing campaigns throughout the year. Our
biggest annual event takes place each fall, which to us
represents Back to School season. In 2019, Gymshark secured
their presence across the campaign with a range of media
placements, including a homepage takeover, carousel feature,
solus email, and app push notification. This resulted in a 112%
increase in codes and a 70% increase in revenue compared to
the previous week.
Find out more about our Student Verification, Student Marketing and
Student Research today.
“We’ve chosen to work
with Student Beans over
other student discount
platforms because of their
fantastic range of media
options and unrivaled
account managers who are
always willing to help.”
Steve Hewitt, CEO, Gymshark
Result
Three years on from our initial conversation with Gymshark,
Gymshark saw a
they have undoubtedly achieved their goal of dominating the
year-on-year student
student athleisure market. Through our partnership, the now
globally-renowned brand is generating incredible year-on-year
revenue uplift of 142%
growth. For example, between March 2019 and March 2020, between March 2019
the number of discount codes being generated per month and March 2020
increased by 93%, while revenue saw an even greater increase
of 142% compared to the same time last year.
Gymshark’s partnership with Student Beans demonstrates how
a brand on the rise can accelerate its growth and secure its place
in a valuable consumer market by utilizing our full range of
powerful student marketing solutions. The combination of
student verification with highly engaging targeted campaigns
led both by Student Beans and Gymshark has enabled the
brand to meet ambitious revenue goals. Together, we have
worked to raise brand awareness, optimize conversion rates,
and connect young consumers with products that align
perfectly with the fit and fashion-forward Gen Z lifestyle.
Find out more about our Student Verification, Student Marketing and
Student Research today.
