Gymshark taps fitness influencer for new creative director role

The fitness model and influencer will be responsible for product development, creative direction, athletic recruitment and events. 

With over 5 million followers across social media, Laid’s transformation video garnered over 49 million views turning him into one of the most recognisable fitness influencers. 

Gymshark also announced that it would be introducing discount codes for the first time with customers able to use Laid’s and other athletes’ discount codes at checkout.

Laid said: “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 about under a second to decide.

“Gymshark is the lifting brand, one 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 10 years or so, we’ve grown together. 

“Now, I have the licence 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. Let’s get to work.”

Ben Francis, Gymshark’s founder and chief executive, said: “When we started Gymshark, I was just a kid who was obsessed with the gym. Now, 10 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 weights 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.”