The Blueprint for Building a Multi-Million-Pound Brand Starts With Your People

By Laura Lear, Deputy Managing Director, AMBITIOUS

Steve Hewitt, former CEO of Gymshark and founder of Whānau, didn’t just grow a fitness brand; he created a global phenomenon. Gymshark’s exponential growth – 4 million to 100 million in a few short years – wasn’t simply built on chasing trends but on a deep-rooted belief in the power of people and culture. Here we’ll delve into the leadership tips and insights that Steve shared on the AMBITIOUS Thoughtful Leadership Podcast, uncovering how a focus on values and purpose built a brand that thrives on every level.

Putting people at the core of the business

‘People make the business’ is Steve’s leadership philosophy. At Gymshark, this translated into a culture that prioritised trust, alignment, and mutual respect. Steve’s approach to recruitment was unorthodox yet transformative –  hire not just the best people but the right people – those whose values aligned with the company’s mission.

When you build a culture where people want to stay and contribute, you create a foundation for success. Employees need an environment where they feel valued and connected and this internal energy at Gymshark in turn translated into exceptional customer experiences.

Find your North star

Rapid growth can derail even the most promising companies, but Steve ensured that Gymshark’s trajectory remained steady by developing a clear North Star. This framework guided decisions across four key areas; its purpose – which enabled the company to stay focused on its mission of inspiring people to be their best and achieve their fitness goals; Its audience – instead of trying to appeal to everyone, Gymshark honed in on its core audience to keep focus; Its values – how it behaves, from how it treats employees to how it resonates with customers; Its business model – which ensured that the maths actually worked and that its rapid growth was always underpinned by financial sustainability.

Lessons from failure

Gymshark’s Black Friday 2015 disaster – where systems collapsed under overwhelming demand – was a pivotal moment. Although a painful experience, it forced the company to improve. The company responded by overhauling its infrastructure, hiring specialists, and reinforcing its resilience.

For Steve, failure isn’t the end; it’s a stepping stone. What matters is how you learn and adapt. This mindset helped Gymshark turnaround a moment of crisis – a defining moment.

Diversity as a competitive advantage

As Gymshark expanded internationally, Steve recognised the need for its workforce to reflect its global customer base. In 2014, the company was predominantly young, white, and male – a demographic that mirrored its early product offerings. But Steve drove a shift towards greater inclusivity.

By broadening size ranges, enhancing products for women, and hiring talent from diverse backgrounds, Gymshark transformed into a brand that resonated with a broader audience. Today, the company’s team spans 30 nationalities and maintains a gender-balanced workforce.

The power of communication

One of Steve’s most compelling leadership lessons revolves around effective communication. Transparency is everything. At Gymshark, this meant leaders making themselves accessible and engaging directly with employees at every level. Steve’s daily practice of walking the floor and speaking with employees and cafeteria staff – helped him gauge the company’s cultural health.

However, he warned against the dangers of overcomplicating messaging. He noted that businesses often change strategies so frequently that teams lose sight of the direction. Clear, consistent internal communication keeps everyone aligned. The key is to empower your people while ensuring everyone stays connected to the brand’s core mission.

Key takeaways for business leaders

From transforming Gymshark into a global powerhouse to founding Whānau, Steve Hewitt’s leadership journey proves that business success starts and ends with people and centres on effective communication.

Here are some top tips for aligning your communication strategy with your business goals:

Build a cohesive culture with effective internal communication

1. Create a purpose-driven narrative for employees. They should understand not just what the organisation does but why it exists. Develop an engaging narrative that ties daily tasks to the broader mission and values of the company.
2. Encourage feedback loops. Just as Steve Hewitt gathered insights from employees at all levels, organisations should open channels for feedback. Listening – and acting – on employee (whether current, future, or past) insights builds trust and engagement.
3. Lead with vulnerability. Leaders who admit their mistakes and show genuine accountability encourage a culture of safety and openness. This empowers teams to innovate without fear of failure.

Build brand trust by making external communication work hard

4. Define your audience. Like Gymshark, focus on understanding and serving your core audience. A clear sense of who you’re talking to ensures messaging resonates and builds loyalty.
5. Stay true to your values. Audiences are increasingly savvy and values-driven therefore authenticity is non-negotiable for brands. Make sure that your external communications reflect the values and ethos of your organisation; and remember, it’s not just about what you communicate but how.
6. Respond with humility. Whether facing a PR challenge or market setback, own the narrative by being transparent about what went wrong and the steps you’re taking to improve. As Gymshark’s Black Friday turnaround showed, humility can transform setbacks into opportunities.

Tell stories that inspire. Share your journey including the challenges and triumphs. Highlight the human side of your brand to connect with audiences on a deeper level. A well-told story can make your organisation’s purpose feel real and memorable.