A Wren Says

I would see Leana Deebs’s fitness content come across my feed every now and again when I was in my peak fitness YouTube era a couple of years ago. She was a gym influencer, following the formula, from the outfits to the “train with me” to the meal prep. Then when she came up again, I noticed she had a completely different aesthetic. She had moved away from the typical fitness influencer style of tights and a sports bra and adopted more modest clothing. Even as she began to dive deeper into and honor her Islamic faith, she continued to train seriously in the gym. That presented a problem. Ensuring she covered her body appropriately, she had to sacrifice feminine “gym fits” and find baggier clothing in the men’s section. But as a Gymshark athlete, she began to work with the design team to address this issue and will release a modest collection of gym wear in January 2025.

What’s interesting to me is that this has been a problem for many women for quite some time. They have had to balance their serious dedication to the gym with a struggle to find clothing they felt comfortable in. Whether it be driven by religious observance or personal preference, there are women who want access to feminine gym wear that is more modest. There was a gap in the brand’s portfolio for that. And I would argue that there is a gap across many brands, too.

You could take this post to be about modest gymwear; it’s not. This post is about your job as a marketer. Are you just creating products or are you creating solutions? Identify the gaps in the market and provide a fix to the problem.

You can watch Leana’s video about the collection here below. Product will be available on the Gymshark site starting January 16.