Gymshark hired fitness influencer and bodybuilder David Laid as creative director for the company’s lifting category.
With no experience in retail, Laid is responsible for product development, creative direction, athlete recruitment, and in-person events.
Gymshark also introduced discount codes where customers can apply Laid’s and other Gymshark-partnered athletes’ discount codes at check-out.
“When the guys at Gymshark said to me, ‘do you want to come and be responsible for resurrecting our heritage for lifting, strength and conditioning’ it took me under a second to decide. Gymshark is the lifting brand that has been a massive part of my life, so I couldn’t think of a better group of people to work with as creative director, Lifting. Our paths are similar. They were just starting out when I first went to the gym as a skinny teenager. And in the last ten years or so, we’ve grown together. Now, I have the license to create content, product and events for our amazing community. I’ve loved being a Gymshark athlete, but I can’t wait to get started as a creative director.”
Gymshark founder Ben Francis said: “When we started Gymshark, I was just a kid who was obsessed with gym. Now, ten years later, the obsession remains as strong as ever. That’s why I can’t think of anyone better than David to join us as our first-ever creative director, Lifting. His journey from being a 13-year-old lad to the global fitness influencer he is today couldn’t be more in sync with us. We were born in the weight room, and we will always be there. David will help us reinforce what made Gymshark so great in the early days. David understands lifting like few others in the world do. Now, with his creative direction combined with Gymshark’s infrastructure, we’ll continue to create the greatest lifting clothing in the world.”
Photo courtesy Gymshark
