On Benjamin Francis’ youtube channel, the CEO of Gymshark published a video vlog, where he is explaining how things are going on at Gymshark.
I found this video vlog very interesting and also quite uncommon. It is the only brand I know to create a 10 min video where you are talking face-to-face with the CEO of a huge brand. It is a brilliant idea because this COVID-19 situation is stressing a lot of people and having the chance to keep the dialogue with a brand that you like is important.
In this vlog, Ben Francis explains that they closed every store they had in the United Kingdom and the Headquarter too. Besides the fact that every customer can see this video but also the 160 employees that now need to work from home. As it says it the vlog Gymshark has three priorities:
1. Safety for everyone, customers, and employees
To keep customers a safe as possible, first Gymshark decided to close every store and headquarter. Then priority is to keep the number of employees in the warehouse, as low as possible but enough to keep the business running smoothly for the customer's satisfaction. They also created lots of processes to maintain products and warehouse COVID-19 free.
2. Keep Gymshark’s community united
The Gymshark’s lifting gym closed for an undetermined time and the personal coach cannot work anymore. They decided then to create an online coaching session that can be done from home without any material.
Moreover, Gymshark created some challenges to keep people united around the same goal, stay in a good fit even during the quarantine. One of the most famous challenges is the 15,000-footsteps challenge, where you need to walk 15,000 steps in a day and nominate friends to do the same.
Also, as Gymshark is close to their community, they decided to help all personal trainers by proposing them to create some virtual coaching session with the Gymshark community.
3. Maintain every employee at Gymshark
For Benjamin Francis, it is crucial to be close to each employee, even more during the COVID-19 situation, where he realized that doing everything at home without going outside can be difficult. He is then giving huge support to all of his team and try to keep in contact with them and spend a relaxing time with them as he used to do before the crisis.
To conclude the analysis of Benjamin Francis’ vlog, Gymshark has an incredible ability to adapt itself to difficult situations and give a positive answer quickly. What is impressive is that Benjamin Francis has incredible strategic management skills to take advantage of every situation to profit his business.
Ben Francis (2020) CORONAVIRUS AT GYMSHARK: How we're dealing with COVID-19. Retrieved From https://www.youtube.com/watch?v=l9g0gEC0IWQ
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