NRF Keynote: Gymshark Ben Francis on Building the Next Generation of Retail Brands
Gymshark founder Ben Francis shared his journey from a pizza delivery driver to building a $1.5B fitness brand, emphasizing the importance of community, authenticity, and direct-to-consumer relationships in modern retail.
- 1Community-first approach: Gymshark built its brand through fitness influencers and genuine community engagement before paid marketing
- 2DTC focus enables direct customer relationships and faster product iteration based on real feedback
- 3Authenticity over polish: Imperfect, genuine content outperforms highly produced marketing for Gen Z audiences
Why Agentic AI Is a Turning Point for Retail
Over the past year, agentic AI has moved from theory to real commercial impact. Shopify data shared during the keynote showed a 14x increase in orders coming from agentic applications in just 12 months.
For Emma Grede, the decision to embrace AI is straightforward. Customers are already using AI tools to inform purchase decisions, and brands must follow where customers lead.
Rather than fearing uncertainty, Grede emphasized learning early and building trust by showing up authentically in emerging channels.
Meeting Customers Where They Already Are
Ben Francis framed AI adoption through the same lens that guided Gymshark's early success.
Gymshark did not try to invent new technology when it launched in 2012. Instead, it focused relentlessly on customers, product quality, and brand. Francis sees agentic AI in the same way.
By partnering with platforms like Shopify and leveraging tools such as the Universal Commerce Protocol, Gymshark can appear across new agentic environments without rebuilding its business from scratch.
Gymshark's Focus on Product and Community
Gymshark's growth strategy has always centered on focus rather than expansion for expansion's sake.
Francis explained that narrowing the brand's attention to lifting and gym apparel, rather than chasing every adjacent category, accelerated growth. The company believes it can be the best gymwear brand in the world by excelling at one core mission.
That same discipline applies to physical retail. Gymshark's flagship store on London's Bond Street is designed as a community hub, hosting events, run clubs, and immersive brand experiences rather than simply driving short-term sales.
How Good American and SKIMS Redefined Inclusivity
Emma Grede shared how challenging long-held industry assumptions led to the creation of entirely new markets.
At Good American, the introduction of size 15 and full size runs was not driven by spreadsheets or trend forecasts. It came from understanding how women actually think about clothing.
Grede explained that women do not define themselves by a number on a label. By offering the same styles across a wide range of sizes, the brand built deep loyalty and trust that has carried customers through different life stages.
At SKIMS, inclusivity expanded beyond size to include fit, function, and everyday utility, reinforcing the idea that innovation often comes from rethinking what is considered standard.
Scaling Without Losing Brand Soul
Despite their global scale, both founders emphasized the importance of doing things that do not scale.
Gymshark continues to invest in long-term creator partnerships, some lasting more than a decade, where collaborators actively shape product and brand direction.
Grede described how restraint is critical during periods of rapid growth. Saying no to opportunities, maintaining clarity of purpose, and staying true to the original customer promise are what preserve brand identity over time.
Leadership Lessons for the AI Era
Both leaders shared a common leadership mindset.
AI is not about replacing creativity or intuition. It is about freeing leaders and teams to focus on what humans do best. Grede described using AI as a second executive brain, helping prioritize decisions and eliminate low-value work.
Francis emphasized long-term thinking, building a 100-year brand, and resisting short-term pressures that can erode trust and culture.
The Takeaway for Retail Leaders
The NRF keynote delivered a clear message for retail leaders navigating rapid change.
Agentic AI is accelerating commerce, but technology alone is not the differentiator. The brands winning today are grounded in customer trust, disciplined focus, and authentic community building.
Emma Grede and Ben Francis demonstrated that while tools evolve, the fundamentals of great retail remain constant. Know your customer, build exceptional products, and stay brave enough to ignore the noise while the industry transforms around you.
