“Strength in Design: How Gymshark’s Website Drives Conversion with Speed, Personalization & Flow”
Enhancing Website Design, CRO & Flow
Branding
UI/UX
Gym Shark Case Study
“Strength in Design: How Gymshark’s Website Drives Conversion with Speed, Personalization & Flow”
Blending sleek navigation, dynamic landing pages, and cutting-edge infrastructure, Gymshark enhances user journey and elevates revenue in the competitive activewear space.
Client
Gymshark Ltd
Released
Timeframe
3 months
Project Type
Enhancing Website Design, CRO & Flow
Technology
UI Design UX Design
Gym Shark Case Study
Overview
They’ve also shifted to a MACH (Modular, API-first, Cloud-native, Headless) architecture, empowering faster page loads, personalization, and gradual feature rollouts—all enhancing CRO and user engagement.
Gymshark, a British fitness apparel powerhouse, excels in delivering a polished digital experience tailored to its active, community-driven audience. Its website employs intent-based landing pages, which adapt content based on referral sources to streamline purchase intent, as well as behavioral product bundling to boost cart value.
Gym Shark Case Study
The Challenge
Conversions vs Rising User Expectations: Despite strong traffic, delivering consistent conversions in a competitive DTC e-commerce landscape requires more nuanced personalization and smoother flows—especially as Gymshark continues scaling globally.
Performance Constraints on Monolithic Platforms: Traditional platforms hindered site speed, personalization, and UX agility. This limited Gymshark's ability to rapidly test, iterate, and localize content without risking downtime.
Gym Shark Case Study
The Solution
Intent-Based Landing Pages & Data-Driven Bundling: Gymshark aligns visitor entry points with tailored content, e.g., fitness-focused ads route users to relevant product pages (like breathable running gear). Cart behavior also triggers complementary product suggestions, refined through data insights.
UI Design UX Design
Adoption of MACH Architecture: By going headless, Gymshark decoupled front-end and back-end systems—enhancing site speed, internal search, content personalization, and release agility. This simplified A/B testing and regional rollouts while improving CRO without risking site stability.
Gym Shark Case Study
Gym Shark Case Study
Performance Results
Result 1: Increased Average Order Value (AOV) Through personalized bundling and intent-based product recommendations, Gymshark successfully lifted its average order value to $150–$200, significantly higher than many of its direct-to-consumer competitors in the fitness apparel market. This improvement demonstrates the impact of data-driven upselling and cross-selling, where complementary products are suggested based on browsing or cart behavior. For example, a customer purchasing leggings may see matching sports bras or accessories, increasing both basket size and customer satisfaction.
Increase in Conversion
Increase in Avg Order Value
Dec. in cost per 1k impressions
Result 2: Higher-Than-Average Conversion RatesThanks to its headless MACH architecture and UX optimizations, Gymshark maintained a conversion rate of 3.0–3.5%, above the industry benchmark of ~3.0%. Streamlined navigation, fast-loading pages, and personalized landing experiences reduced friction across devices, particularly mobile. This ensured that a larger share of high-intent traffic translated into purchases, cementing Gymshark’s position as one of the most effective fitness e-commerce sites in converting interest into revenue.
