Case Study: Gymshark sustains customer demand and pivots to home-fitness and wellbeing with Attest consumer research

How Gymshark took on 2020 and won (with consumer research)

Gymshark used Attest’s consumer research in April 2020 to respond to the shock of COVID-19: initial Attest surveys showed over 50% of Gymshark’s target audience planned to spend less on fitness clothing as gyms closed, while 74% planned to adapt their routines and 43% cited lack of equipment as a barrier — a stark challenge for a gym-focused apparel brand facing shifting priorities toward finances and mental health.

By running agile research on Attest (including a 3,000-person follow-up survey across the UK, US, Canada and Germany), Gymshark uncovered actionable trends — a third hadn’t returned to gyms, >60% still expected to spend the same or more on fitness clothing driven by athleisure, and demand for home-workout content rose — and used those insights to pivot. With Attest data they launched Gymshark Daily email content, the Deload mental‑health platform, a PT initiative and product/content shifts toward home workouts and comfort-led apparel, enabling data‑driven decisions and measurable audience-aligned strategy changes.

Gymshark

Lorna Phillips

Audience Insight Manager