Consumer products, Fashion, Health and fitness

Gymshark + UserTesting

Learn how the UK apparel maker used human insight to improve their apps and their website in just a few months
Industry: Consumer products, Fashion, Health and fitness
Company Size: Medium
Role: Designer, Marketer
Customer Type: B2C

About Gymshark

Gymshark is a British fitness apparel and accessories brand, manufacturer, and retailer headquartered in Solihull, England. Founded in June 2012, Gymshark creates and distributes its own range of fitness wear. In 2020, the company was valued at over £1 billion.

Gymshark achieved

Rise in online checkouts
Training and conditioning app users in a single month
Increase in use of the size guide


Founded in 2012, UK-based apparel maker Gymshark has been customer-centric from the start. They had run product and design tests for years, but they sought additional insights regarding the company’s digital touchpoints, including their apps. Gymshark turned to UserTesting to ensure their online experiences are valuable to customers. Insights from customers and potential customers could help secure agreement for Gymshark’s online direction between the company’s product owners and engineering teams. 

Gymshark’s initial goal for research was to gain a holistic view of the entire purchase process. Later, they focused on more specific inquiries related to shipping, payment, and delivery. Finally, Gymshark zeroed in on the findability of products to ensure their customers have a smooth path toward checkout.


Gymshark first conducted in-depth interviews to review perceptions of their digital spaces. Then they ran unmoderated usability tests with members of UserTesting’s Contributor Network—specifically targeting people who use the apps of Gymshark’s competitors. By asking customers how they perceive banners and other website elements, they understood their visitors’ motivations—as well as their perceptions—of GymShark’s brand and products. 

According to Maxwell Petitjean, Gymshark’s Head of Product Insights, “The UserTesting Contributor Network is wildly informative and useful. Before we went with UserTesting, we would run four tests to get one or two respondents. 50% were unusable. Now we reach almost 100% usability from our test responses!” 

Senior members of the Research Teams took snippets from videos and put them in presentations for leaders in Design and Product Management. Based on these meetings, the Head of Product Management asked them to investigate how and when people choose their sizes, so Gymshark can understand where size selection fits in the buying process. The answer would help drive sales and increase customer satisfaction with their orders. 


According to Petitjean, “Within the first month of using UserTesting, contributors showed us how they purchased Gymshark apparel on their screens. They would often leave the Gymshark purchase process to consult reviews on Google or YouTube before they made their final decisions. That was a bit of a revelation for us. We can’t see it, but now we know it’s happening in the background with a large portion of our potential customer base. And we changed our purchase process so visitors to the Gymshark website can keep items in their carts more easily while moving around the Internet.” 

Checkout rates rose by 11%. And that wasn’t the only area where testing made a rapid impact. After they conducted A/B testing to see how potential customers would respond, Gymshark made their sizing guide more prominent. The number of people who use the revamped size guide rose by 40% within just six weeks. 

Gymshark also has a training and conditioning app that helps customers and reinforces the brand. Based on testing from UserTesting contributors, Gymshark noticed that app users struggled to create a workout plan. After Gymshark fixed the related error, the number of app users doubled within one month!

Maxwell Petitjean
Head of Product Insights, Gymshark
“The UserTesting Contributor Network has incredible value. The quality is crazy good, especially when we compared it with the feedback we received from customers and potential customers on other platforms.”