The Rise of Founder-Led Content: What Sport Can Learn from the Fitness Frontrunners
Today, consumers, especially Gen Z and Millennials, crave authenticity, purpose, and a genuine story. They want to know the "why" behind a brand, the passion that birthed it, and the vision that continues to drive it. This is precisely where founder-led brands excel. Their origin stories become part of the brand DNA, their personality infuses the product, and their unwavering vision often translates into a deeper, more emotional connection with the customer.
It's a powerful marketing lever, allowing for a level of transparency and relatability that larger, more traditional organizations often struggle to replicate. In the highly competitive sports market, where every inch of differentiation counts, a compelling founder narrative can be a game-changer. The question for us in competitive sport is: what can we learn from these pioneers who have built empires on authenticity and direct connection?
Let's look at some of the leaders in the fitness and activewear space who are leveraging this to remarkable effect in 2025:
Ben Francis & Gymshark: From Garage to Global Giant
Founded in 2012 by then-19-year-old Ben Francis from his parents' garage in Solihull, UK, Gymshark started by drop-shipping supplements. Frustrated with the quality of existing gym wear, Francis, alongside co-founder Lewis Morgan, began sewing and screen-printing their own fitness apparel.
Content-Driven Origin: Francis's entrepreneurial journey was, from its very inception, documented through content. His personal YouTube channel (@BenFrancis with 283K subscribers) serves as a living, breathing content archive of the brand's evolution. Viewers get raw, authentic glimpses into everything from product development in his garage, supply chain challenges, event planning, and honest business reflections. This "behind-the-curtain" content fosters immense trust and relatability.
Authenticity as a Content Strategy: Francis understood that his personal story – as a young, passionate gym-goer building something for his peers – was the most powerful content. He didn't just sell products; he shared his passion and his process. This transparency became a cornerstone of Gymshark's content marketing.
Scale & Impact: By 2023, Gymshark's revenue hit £556.2 million. In August 2020, a private equity firm valued the company at over £1 billion, making Francis one of the UK's youngest billionaires. This staggering growth is a testament to the power of a founder-led, community-focused digital strategy.
Olivier Bernhard & On Running: Engineering the "Cloud" Experience
From Switzerland, On Running has burst onto the global scene, challenging long-established footwear giants, largely thanks to the vision of its co-founder, former professional triathlete Olivier Bernhard. Frustrated with existing running shoes, Bernhard began experimenting in 2010 with garden hoses to create a new cushioning system – leading to the patented "CloudTec" technology.
Athlete-Driven Innovation: Bernhard's background as a three-time World Duathlon Champion and Ironman winner gave him a unique, invaluable perspective on what athletes truly needed. This deep understanding of performance problems directly informed the product's unique design and benefits. Lesson for Sport: Are we truly listening to and collaborating with athletes, coaches, and even fans to innovate the sport experience itself?
Founder's Journey as Product Content: Bernhard's personal story of innovation – starting from a garage-like scenario with garden hoses – is integral to On's marketing and content. Videos showcasing the "CloudTec" technology's development, often featuring Bernhard himself explaining the biomechanics, visually communicate the brand's unique selling proposition.
Rapid Growth: On Holding AG reported revenue of CHF 2.32 billion (approx. $2.6 billion USD) in 2024, a testament to their innovative product and clear brand message.
The New Wave: Nate Checketts & Rhone (and the rise of Men's Athleisure)
While many brands initially focused on women's activewear, Rhone, co-founded by Nate Checketts in 2014, identified a significant gap for premium, purpose-driven men's activewear.
Founder as Thought Leader Content: Checketts' leadership extends beyond apparel to actively shaping a philosophy for men's well-being. His frequent public speaking engagements, podcasts, and articles delve into topics like men's mental health, leadership, and performance beyond the physical. He uses these platforms to directly articulate Rhone's "Forever Forward" mantra, making him the visible embodiment of the brand's deeper purpose.
Personal Story Driving Brand Content: Checketts openly shares his own journey and insights, fostering a personal connection with his audience. This authentic voice is integrated into Rhone's brand messaging, differentiating it in a crowded market.
Why Founder-Led Brands Are Winning & What Sport Can Learn:
Authenticity Sells: In an era of increasing consumer skepticism, the genuine passion and origin story of a founder-led brand provide an unmatched level of credibility and trust. Lesson: Sport needs to peel back the corporate layers and allow its true characters and raw passion to shine through, especially via digital channels.
Clear Vision & Purpose: Founders often instill a singular, unwavering vision and purpose into their brands. This clarity cuts through market noise and makes the brand's identity unmistakable. Lesson: What is the singular, compelling vision for sport, beyond just the next title or promotion? How are we communicating our unique purpose?
Relatable Storytelling: The founder's journey becomes part of the brand narrative, offering rich content for marketing. From garage startups to overcoming personal challenges, these stories are inherently engaging. Lesson: Every athlete, every team, every club has a powerful story. Are we telling them in a way that resonates emotionally with fans, particularly new, younger audiences?
Community Building: Founders often foster a strong sense of community, connecting directly with their customers and creating loyal advocates, as seen with Gymshark and On Running. Lesson: Beyond being spectators, how can we truly involve fans in the sport's journey, making them feel like owners and active participants in the brand?
The rise of founder-led brands in the broader fitness and activewear space is more than a trend; it's a powerful blueprint for how deep personal conviction, authentic storytelling, and community focus can drive incredible commercial success. In 2025, the most compelling brands aren't just selling products; they're selling a vision, a story, and a purpose, all embodied by the individuals who dared to create them. As business owners and marketeers in the competitive sports world, our role is to study these successes, amplify our own authentic voices, and ensure our powerful narratives resonate with the audiences who crave genuine connection
