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Gymshark appoints first Creative Director of Lifting to revive weightlifting roots

Tom Shearsmith
15 February 2023

Gymshark, the fitness community and apparel brand, today announced a senior appointment with a difference, appointing David Laid as its first Creative Director of Lifting.

One of the most famous bodybuilders, fitness models and influencers in the world, Laid is coming on board to revive the heritage from where Gymshark all began – the weights room.

In his new role, he will be responsible for, among other things, product development, creative direction, athlete recruitment and in person events.

Laid is a fitness and lifting success story, as well as influencer marketing. As, in his words, “a 90 pound frail, lanky, near emaciated teen”, he turned to the gym just over ten years ago to build confidence and be more comfortable in his own skin.

His transformation video went viral amassing 49 million views on YouTube and captured the hearts and minds of thousands of other aspiring lifters, propelling him to become one of the most recognisable fitness influencers.

Laid's appointment also sees the introduction of discount codes at Gymshark. For the first time, shoppers will be able to apply his and other athletes’ discount codes when they get to checkout.

David Laid, Creative Director for Lifting, Gymshark 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 ten 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, Founder and CEO, Gymshark, added: “When we started Gymshark, I was just a kid who was obsessed with gym. Now ten 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 synch 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.”

Read's interview with Gymshark's Founder and CEO, Ben Francis.

Alternatively, read's interview with Gymshark's Chief Brand Officer, Noel Mack.

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