Gymshark promotes digital boss to CCO to drive omnichannel growth

Gymshark has appointed Carly Natalizia as its new Chief Commercial Officer, marking a significant step in the brand’s evolution towards becoming a fully omnichannel business.

Natalizia, who previously served as Chief Digital Officer, will continue to report directly to founder and CEO Ben Francis. In her expanded role, she will oversee Gymshark’s commercial strategy across channels, including the introduction of new products, the scaling of emerging business areas and the continued optimisation of the brand’s digital ecosystem.

The appointment reflects Gymshark’s ambition to balance its digital-first DNA with a more sophisticated, multi-channel retail model, as the brand continues to scale globally.

Natalizia joined Gymshark four years ago, initially as VP of Marketing, before stepping into the Chief Digital Officer role. During her tenure, she has played a central role in driving digital transformation and enhancing customer experience, helping the brand navigate a period of rapid growth and organisational change.

Natalizia said: "In the four years I’ve been at Gymshark, the company has experienced a huge amount of growth and transformation, and has provided the perfect environment for me to do the same. Since joining the cohort of Chiefs two years ago, and now stepping into the role of Chief Commercial Officer, I am so proud to be able to evolve in sync with the brand.

"The opportunity to oversee our commercial activities, as we continue on our journey to become a wholly omnichannel brand, while not losing that critical digital experience, is something I’m wildly passionate about. I can’t wait to play my part in ensuring Gymshark becomes a 100-year brand".

Ben Francis added: ""During Carly’s four-year tenure at Gymshark, first as VP of Marketing and, more recently, as Chief Digital Officer; she has made an exceptional contribution for which I am extremely grateful.

"She brings a unique and highly valuable perspective, combining unrivalled digital expertise with a deep understanding of our customers. As we continue our journey toward becoming the most iconic British brand of all time, I can think of no one better suited to lead and advance our commercial function."

The move comes as Gymshark continues to invest in physical retail, experiential formats and new growth channels, while maintaining the digital-first mindset that has underpinned its rise from a UK start-up to a global fitness brand.

In December, the brand unveiled its new 13,000 sq ft Gymshark flagship store at 11 Bond Street in New York. This followed the opening of its permanent store in the US at Roosevelt Field Mall in New York, as well as news that it signed its first-ever US wholesale partner - retail giant DICK’S Sporting Goods.