Table of Contents
Who started the Gym King?
The Gym King was started in April 2014, and incorporated in March 2015. This makes it one of the long-standing athleisure streetwear brands in the UK. Set up by James Parker and Carl Carnett with a straight 50/50 split, the latter left in 2017 giving Jay the full ownership, making his the only Gym King owner.
This is rare in streetwear clothing to have it still fully owned by the person who set it up, which makes Gym King’s rise even more impressive considering by their own admission they don’t follow trends and churn out core products. But it’s an urban athleisure business model that has seen success, regardless of who owns Gym King.
Who is Jay Parker?
James Parker was 24 when he set up Gym King, and the former personal trainer saw a gap in the athleisure market for normal colours for those that wanted to look good but not stand out. They were already producing stringer vests with the brand name to a small market place, but Jay saw opportunities to develop this further.
He personally financed the initial AW14 production run of the game-changing Gym King tracksuits with just 3 colourways and used social media to great effect to bring brand awareness, and used his PT connections to have sponsored athletes who were social influencers and brand ambassadors.
They went mainstream with the help of the usual celebrity endorsements on Geordie Shore and brand ambassadors. This additional exposure saw them quickly take their market share of Gym Wear.
Clothing brand owners can either hide in the shadows or go full-on social media personality presence. Jay Parker has a strong Instagram following which is impressive when you consider his profile beforehand and that he is not Wikipedia famous. His path is more Sik Silk than 11 Degrees.
How did Gym King clothing become so big?
The Gym Kings success is down to the timing of the launch; the athleisure market was ripe for a stylish clothing brand and James Parker was in the perfect position to deliver to his fitness clients. For any fashion label, early sales are crucial to momentum.
Being fully independently owned also created close relationships with those they worked with, with the loyalty mutual. This played its part in the social media takeover supernova making the brand highly sought after and continued relationships even when others tried to take the space. The Gym King stockists put the brand at the forefront which drove good sales, which kept the high presence for that self-fulfilling prophecy.
Gym King made quick inroads to the big urban wear retailers which built the foundations for success, driving 88% of stock sales through the wholesale route. Footasylum came on board early, which gave the athleisure brand an entry point to ASOS and JD Sports. The key was they had a product the fitness fans wanted but only The Gym King were producing, and the big retailers were the platform to deliver.
International breakthrough across Europe and Asia, and working closely with JD Sports, the clothing brand aim to breakthrough in America.
Gym King clothing
Gym King provides clothing for men and women, and the gym king tracksuit is probably their most well-known item. Other than their famed gymwear they sell hoodies, sweatshirts, joggers, t-shirts, jackets, shorts, shirts, denim, twin sets, leggings, dresses, and co-ords. They have the performance range for the gym, and the lounge collection for loungewear.
Is there a Gym King Black Friday Sale?
In 2019 the Gym King Black Friday sale saw up to 75% off retail prices, and it will likely be the same in 2020. Those wanting a Gym King Tracksuit for the Gymnasium should follow the brand on their social media channel to keep updated on any sales.