Case Study: Gymshark achieves seamless authentication for 250K monthly users and £900K annual savings with Auth0

How Gymshark Centralizes UX for 250K Monthly Users With Auth0

Gymshark, the fast-growing conditioning apparel brand with customers in 170+ countries, launched a standalone workout app and discovered fragmented, siloed logins across 15 retail sites and mobile that hurt user experience and strained its small engineering team. The company needed a centralized, seamless authentication solution to unite accounts and simplify sign-in for customers.

Gymshark implemented Auth0 as a universal identity provider and migrated users in six weeks, gaining out‑of‑the‑box protections (like credential stuffing defenses) for ~250,000 monthly users. The switch delivered a smoother customer experience, freed engineers to focus on product, and produced an estimated ~£900,000 annual saving in engineering costs.

Gymshark

Dan Lake

Engineering Director