Gymshark Innovation Lab

Gymshark, founded in 2012 and based in Solihull, UK, is a global fitness apparel brand. The company creates performance-focused clothing and fosters a community of over 10 million followers worldwide. Known for its direct-to-consumer model and innovative approach, Gymshark serves customers in more than 230 countries.

The Gymshark Innovation Lab programme was undertaken in partnership with L Marks as a means to support Gymshark in their sustainability and supply chain goals.

The 10-week innovation programme enabled Gymshark to access leading solutions from global suppliers, helping the brand stay ahead in the competitive gym wear market.

“We’re constantly striving to get the best possible product into the hands of a community obsessed with the gym. It certainly helps that we share that obsession, but we also know there are so many startups and innovators out there with the same passion. The launch of the Gymshark Innovation Lab will hopefully open doors for them to help showcase their incredible ideas. I can’t wait to see what this brings.”

Laurent Madelaine, Chief Product & Supply Chain Officer, Gymshark

The categories for the programme’s first instalment were:

• The Best Gym Clothing for Our People and Planet (Product) – Innovations in materials that have the potential to impact the durability, comfort and adaptability of their gymwear, as well as sustainable materials and advanced sizing solutions to help their customers select the correct size first time.
• From Supply Chain to Squat Rack, Faster (Supply Chain) – Solutions with the potential to strengthen Gymshark’s decision making across their supply chain, with technologies like advanced forecasting, predictive analytics and innovations to optimise and support the scalability of their DC operation.
• Heavy Lifting and Time-Saving Robotics (Robotics) – Robotics solutions with the potential to revolutionise Gymshark logistics operations to drive efficiencies, enhance scalability and support long-term growth.
• Surprise Us – A category that allows startups to suggest how they might help Gymshark to innovate in an area they might not have thought of yet.

The L Marks team identified 690 suppliers across 32 countries, received 164 applications, and invited 14 to Pitch Day at Gymshark’s HQ. Following the event, 5 suppliers were successfully onboarded onto the programme.

Results

Ameba

Ameba is an AI platform designed to enhance the efficiency of global retail, manufacturing, and supply chain operations. The end-to-end solution unifies fragmented data from emails, spreadsheets, PDFs, and messages into a single, real-time source of truth. By leveraging AI, natural language processing, and automation, Ameba streamlines procurement workflows, boosts delivery performance, and enables teams to proactively manage disruptions.

During the programme, Ameba aimed to track the complete critical path orders, spanning production and inbound transportation. They built a platform enabling the team to view their information within existing processes and test the solution in context to demonstrate its value, and integrated it with Gymshark systems.

By the end of the lab, Ameba designed and implemented features for both the production and inbound teams; onboarded key stakeholders and iterated the platform based on feedback; and fully rolled out the platform.

Nanoloom

Nanoloom develops sustainable, high-performance graphene-based fibres for the textile industry. These yarns offer superior strength, stretch, and moisture control as eco-friendly alternatives to spandex and nylon, and can be tailored for specific applications using AI-driven design, supporting both innovation and environmental goals.

During the lab, Nanoloom developed a microfibre allowing Gymshark to create high-performing and durable stretch and seamless garments. The team also completed testing on the fibre and received great results in terms of stretch and recovery (100% recovery in 30 seconds). They also completed dyeing and heat setting, where the fabric performed well.

Nanoloom and Gymshark have continued their partnership beyond the programme to scope out a new use case.

Peak AI

Peak AI is an AI platform that helps businesses optimise operations such as inventory, pricing, and customer engagement. By integrating with existing systems and unifying data, it delivers actionable insights, automates decision-making, and enhances efficiency, profitability, and customer satisfaction.

During the programme, the Peak AI team used advanced modelling to highlight opportunities for Gymshark in managing terminal stock, demonstrating potential improvements in revenue and Distribution Centre operations.

Since the conclusion of the lab, PEAK AI and Gymshark have continued collaborating to explore how to apply the insights uncovered during the programme.

Tailr

Tailr has developed an AI platform that enhances fashion production by tackling sizing inconsistencies, reducing waste, and improving supply chain efficiency. Its tools provide real-time fabric insights, automated tech pack creation, and smart feasibility checks, enabling collaboration between design teams, mills, and manufacturers to ensure quality and speed up time-to-market.

During the lab, Tailr collaborated with Gymshark’s sourcing team to develop a Core Fabric Matrix Framework, capturing and documenting behavioural differences across regions. Tailr inputted testing data and core fabric information into the platform and consulted with colour managers to better understand key pain points.

By the end of the programme, Tailr had created a platform consolidating all data for all of their core fabrics, enabling Gymshark to access and review test results within minutes.