Start-up vs Scale-up: The Gymshark Journey from Bedroom Brand to Global Business

Every great business starts somewhere—and for Gymshark, it was a teenage boy’s bedroom in Birmingham. Whether you’re working solo from your home office or scaling a growing team, understanding where your business stands on the start-up vs scale-up spectrum can change how you plan your next move

From Pizza Deliveries to Performance Apparel: Ben Francis’ Story

In 2012, Ben Francis was a 19-year-old student studying at Aston University. By day, he delivered pizzas to earn a living. By night, he taught himself how to build websites and run online stores.

He founded Gymshark with just £300, screen-printing fitness apparel and shipping orders from his parents’ home. He used YouTube influencers to promote the brand before influencer marketing was even a thing.

Things took off quickly. After showcasing at the BodyPower Expo in 2013, Gymshark’s site sold out in just 30 minutes. But this wasn’t yet a scale-up—it was still a lean, evolving start-up, experimenting with product lines, branding, and customer feedback.

Start-up vs Scale-up: How Gymshark Evolved

The shift from start-up to scale-up began when Gymshark:

• Invested in logistics and warehousing

• Scaled influencer partnerships globally

• Hired specialists instead of generalists

• Developed structured marketing strategies

• Opened international offices and launched dedicated teams

The company became one of the UK’s fastest-growing brands, now valued at over £1 billion. And it did all this without traditional venture capital—a rare move in the modern business world.

What Can We Learn About Start-up vs Scale-up from Gymshark?

• Start-ups thrive on creativity, agility, and close customer relationships.

• Scale-ups require clear systems, performance tracking, and team coordination.

• Timing is everything: scale too early and risk collapse; wait too long and risk stagnation.

Knowing the difference between start-up vs scale-up helped Gymshark grow smart, not just fast.

✅ Key Differences at a Glance

Category	Start-up (Gymshark 2012)	Scale-up (Gymshark Today)
Team Size	2–3 generalists	900+ staff worldwide
Focus	Finding what works	Scaling what works
Revenue	Unstable	£500M+ annual turnover
Approach	Trial and error	Data-driven growth
Location	Parent’s home	Global HQ in Solihull & Denver

Are You in Start-up or Scale-up Mode?

Like Gymshark, your business might start with one idea, one laptop, and no capital—but that doesn’t mean you should stay in start-up mode forever.

Recognising where you are on the start-up vs scale-up path helps you make smarter, more strategic decisions.

At ADANOVA we support businesses at every stage—from validating the first product idea to building global growth strategies.

📩 Ready to scale like Gymshark?