Ben Francis Reflects on Gymshark’s First Flagship Store in Dubai
Gymshark’s journey from a small idea sparked during its the founder’s time as a university student to a globally recognised fitness brand is nothing short of inspiring. With its newly launched flagship store in Dubai Mall, the brand continues to make waves in the fitness and wellness space. Known for its ethos of authenticity, innovation, and community, Gymshark has resonated with gym-goers around the world, carving out its identity as a brand that doesn’t just sell gym wear but embodies the gym lifestyle. Dubai, a city synonymous with ambition and opportunity, serves as the perfect backdrop for this new chapter in Gymshark’s story.
Speaking with the brand’s founder, Ben Francis, it’s clear that the ethos driving Gymshark remains steadfast despite its rapid growth. From navigating the challenges of transitioning from e-commerce to brick-and-mortar stores to taking risks on pivotal moments like launching womenswear, Gymshark has built its success on bold decisions and learning from failures. The Dubai flagship store in Dubai Mall not only brings Gymshark closer to its growing regional audience but also showcases its dedication to making premium gym wear accessible to everyone, everywhere.
Cake The Mag sat down with Ben Francis to discuss Gymshark’s journey, the opening of its first flagship store in the Middle East, and how the brand continues to redefine the fitness lifestyle.
Cake The Mag: First off, congratulations again! A very cool location. I don’t know how much you know about Dubai or how many times you’ve visited.
Ben Francis: I’ve visited quite a lot. I’ve come here on holiday loads.
That’s great! So, you’ve done the typical Dubai holiday things?
Yes, the obvious stuff—landing at the airport, walking around Jumeirah, visiting the mall, all of that. But last year, I came more for Gymshark purposes. It was mental, honestly. Dubai is such an incredible, vibrant city with so much opportunity.
I was surprised by how many people had heard of Gymshark. It was like they knew the brand, but there was a struggle to get hold of it. That’s where our partnership with Al Tayer came in. They’ve been absolutely brilliant, helping us make the brand far more accessible here. That’s why we’ve got the shop now.
Even the pop-up in Mall of the Emirates did amazingly! I live near there, so I saw how busy it always was. Gymshark has a solid reputation in the region. It’s crazy considering you haven’t even been here that long. Congratulations!
Thank you!
So, I know you started the concept while in university. What was the moment when you realised your small idea was becoming something much bigger?
The first moment was our first event. We did one in Birmingham called “BodyPower”. It was the first time people could physically see and feel the brand. Before that, we were entirely online.
That event blew the brand up. Later, launching womenswear was another huge moment. We started with just men’s clothing, but the women’s line went really well. Then came our first store on Regent Street, which was massive for us. So, there have been several milestones, but that first event really stands out.
You’ve always said the brand is about more than just selling products, even though this is a retail store at the end of the day. How do you maintain Gymshark’s ethos, especially in the retail space?
For us, it’s about being focused. You’ll see “We Do Gym” on our advertisements. That’s what Gymshark is about—being the global gym brand.
There are many sportswear brands, but some focus on football, basketball, or yoga. We focus on the gym, and that’s where our credibility comes from. Some of the best lifters in the world wear Gymshark, and we were at the Mr. Olympia competition recently where two of the three winners were Gymshark athletes.
Previously, we were just online. Now, with stores in Regent Street, Dubai Mall, and others, we’re making the product more available while staying authentic to our brand.
Starting a business at a young age must come with its challenges. Was there a pivotal moment that shaped how you approach things today?
Absolutely. There were many challenges. Our first event, for example, cost us everything we had. Launching womenswear was risky—it could’ve gone wrong. Transitioning from e-commerce to running physical stores was another big challenge.
Before Gymshark, I’d started seven businesses that failed. But those failures taught me a lot. From the outside, people see the successes, but there have been plenty of mistakes. We just learn, pivot, and build something stronger.
I love that you view failures as learning opportunities.
Thank you. It’s the only way to move forward, really.
You’ve mentioned in other interviews that you like to be very hands-on. Is there a specific stage where you enjoy being most involved?
Probably the product stage. From supply chain to design and development, even how it’s displayed in-store—I enjoy being part of that process. Honestly, I just love being in the business. Every department has its importance, and everything needs to work together for success.
Would you say you’re a workaholic?
I don’t know. I enjoy what I do, so it doesn’t feel like work. I’ll happily work as much as needed because I genuinely love it.
How do you manage life as a CEO and still stay grounded as a regular person?
The travel is tough—New York last week, Dubai this week, Miami next week. But I try to stay active daily, whether it’s weightlifting or running. Physical health is closely tied to mental health for me.
I also have three children and a wife, so I make sure to spend as much time with them as possible. Being present during weekends or evenings is important. It’s all about balance—work, family, and staying active.
Do you have advice for people starting something new, regardless of age?
It’s never too late. Some people start in their twenties, others in their forties—it doesn’t matter. Everyone has their own timeline, so don’t compare yourself to others. Focus on learning and growing, and take things one step at a time.