How This One Franchise Used TikTok to Attract a New Generation of Customers

Long gone are the days when TikTok was just for tweens and teens perfecting their dance moves. Our franchise digital marketing experts all agree that it has turned into a platform where brands are winning big by getting creative, staying authentic, and connecting with audiences in ways that feel refreshingly real.  

One company that has absolutely nailed this? Gymshark.

The fitness apparel powerhouse didn’t blow up on TikTok because they had deep pockets or because they pushed fancy, overproduced ads. They stood out by being relatable and tapping into the energy of the platform. Think fitness tips, workout challenges, and influencers who genuinely love the brand.  

What Gymshark has done isn’t magic, but smart marketing paired with a good understanding of what people actually care about. Their approach to TikTok didn’t just grow their follower count; it cultivated loyal customers who wear the brand like a badge of honor.

So, what can franchise owners learn from Gymshark’s success? Whether you’re running a restaurant, a gym, or a retail chain, their strategy proves there’s no limit to how far a creative TikTok presence can take you.  

Let’s break down the lessons that Gymshark’s story holds and explore how you can apply them to your business.

The Power of Authenticity

Here’s the deal: TikTok isn’t the place for cookie-cutter ads or trying to look perfect. Gymshark knew this right from the start.  

Instead of fancy, overproduced videos, they leaned into content that feels real. Their TikToks are packed with workout hacks, fitness memes, and funny, relatable moments that speak directly to their audience. It doesn’t scream, “Buy our stuff!” – and that’s exactly why it works.  

People on TikTok don’t want to feel like they’re being sold to. They want to laugh, learn, and maybe even feel inspired. Gymshark’s content does all of that while subtly saying, “Hey, we get you.”

Franchise owners such as yourself can take a page from this playbook by creating content that tells a story or solves a problem for your audience. Think about what they care about or struggle with, and make that the focus. Remember, it’s not about perfection; it’s about connection.

Community Over Customers

As a franchise digital marketing, we must say that TikTok is more than just a place to post videos; it’s a playground for building communities. Gymshark understood this better than most. They’re not posting content with the intent of simply gaining followers – they wanted people to feel like they were part of something bigger.  

Take the #Gymshark66 campaign, for instance. They encouraged TikTok users to commit to 66 days of personal growth, whether it was about hitting the gym, eating healthier, or just staying consistent. This simple challenge got thousands of people engaged and tagging Gymshark in their progress, all while spreading the brand’s message.  

Now imagine what that kind of community-building could do for your franchise. Are you running a restaurant? Launch a TikTok cooking challenge. Own a fitness studio? Start a wellness goal that followers can join. The possibilities are endless, and the payoff? Massive engagement and loyalty.

Let Influencers Do Their Thing

Gymshark’s use of influencers on TikTok is another genius move that franchises can learn from. They didn’t pick big names for clout; rather, they partnered with fitness creators who already had a genuine connection to their audience. These influencers shared workouts, tips, and product shout-outs in a way that felt authentic, making their followers trust the brand even more.

As a franchise owner, you can totally do this on a local level. Find influencers in your area who align with your brand and let them showcase your business in a way that feels natural. Whether it’s a foodie hyping your best dishes or a fitness pro loving your gym, the key is picking people who already vibe with your brand.  

And don’t worry about follower count. Sometimes a smaller, loyal audience can have a much bigger impact. Why? Because these followers are more likely to trust the influencer, engage with their content, and take action, which often leads to higher conversion rates than casting a wide net.

Applying Gymshark’s TikTok Strategy to Your Franchise

Now that our franchise digital marketing agency has broken down what made Gymshark’s TikTok game so strong, let’s get into how you can use these strategies for your franchise.  

The good news is, you don’t need a massive marketing budget or a huge team to make it work. What you do need is creativity, consistency, and a willingness to experiment.

1. Start Small, but Start Now

The first step is simple: get on TikTok. Many businesses hold off because they’re unsure where to start, but the beauty of TikTok is that it rewards experimentation. Don’t overthink it.  

Start by creating short videos that showcase your brand’s personality. For a restaurant, that might mean showing how your signature dish is made. For a gym, maybe it’s sharing quick fitness tips or workout challenges.

Keep it authentic and fun. Remember, TikTok audiences value creativity over production quality. Your phone camera and a few good ideas are all you need to get started.

2. Ride the Wave of Trends

One of TikTok’s biggest strengths is its fast-moving trends. Gymshark stayed on top of what was happening on the platform, whether it was popular sounds, challenges, or memes. You can do the same by scrolling your TikTok feed regularly and looking for trends you can adapt to fit your franchise.

For example, if a viral sound is everywhere, think about how you can use it in a way that makes sense for your business. Don’t be afraid to get creative and a little playful. TikTok loves when brands show they can have fun, too.

3. Engage With Your Audience

Another thing that made Gymshark a TikTok megastar is their active engagement. They reply to comments, repost user-generated content, and encourage people to tag them in their videos. This makes their audience feel seen and valued, which keeps them coming back.

As a franchise, you can do this at the local level. If someone posts about visiting your store or using your services, shout them out. If they tag you in a challenge or trend, feature them on your page. This creates a feedback loop of engagement that keeps your brand top-of-mind.

4. Run Challenges That Inspire Action

Gymshark’s #Gymshark66 campaign is the perfect example of how a challenge can drive massive engagement. You don’t have to run something that big, but even a small, focused challenge can make a big splash. Think about what aligns with your brand’s values and audience.

A fitness franchise could encourage followers to share their progress in a 30-day workout challenge using a branded hashtag. A coffee shop could ask customers to show off their creative latte art skills. The goal is to make it easy and fun for people to participate while tying the challenge back to your business.

5. Partner With the Right Influencers

As our franchise digital marketing company mentioned earlier, Gymshark’s choice of influencers was spot on – they went for people who genuinely connected with their audience. For your franchise, finding the right influencer could mean teaming up with someone local who shares your values.

Look for influencers who align with your brand and have engaged, loyal followers. If you run a smoothie bar, a health-focused content creator might be the perfect match. For a retail franchise, a local fashion influencer could spotlight your products in ways that feel natural. Let them create content their way, and it’ll resonate more with their audience.

Don’t Wait to Go Viral – Let’s Make It Happen!

Gymshark’s success on TikTok is a masterclass in connecting with audiences through authenticity, creativity, and community. By focusing on relatable content, jumping on trends, engaging with followers, running fun challenges, and teaming up with the right influencers, they’ve built a loyal customer base…. and you can do the same.

If TikTok still feels a little overwhelming or you’re not sure where to start, that’s where we come in. At Digital Resource, we specialize in helping franchises crush it on social media. From creating scroll-stopping content to running campaigns that drive results, our franchise digital marketing company has the expertise to put your brand on the TikTok map.  

Ready to take the leap? Let’s talk about how we can help your business shine. Book a free consultation now!