How to turn customers into community members

A community is not just a group of people using the same product or service. It’s a space where people feel connected and welcomed. It’s where simple sales turn into real relationships. And where regular customers become loyal fans.

In today’s busy business world, community means more than ads or big marketing plans. It builds something money can’t buy – a real emotional bond. Community gives your brand a strong edge. It’s something others can’t copy or take away.

How We Discovered the Power of Community

At first, we tried to make the brand look like the big names — Nike, Adidas, Puma. But that move didn’t go well. People started to lose interest.

Our followers liked big ideas, but they also wanted to feel close to the brand. When we changed our tone, the connection faded. That didn’t just affect likes or comments — our sales also started to drop.

So we began to listen more closely. We read the comments, checked what worked for others, and looked at the kind of posts people loved. The message was clear: People didn’t want polished ads or perfect lines. They wanted to be part of the story. They wanted to feel included.

We spoke directly to our first customers and asked, “What’s missing?”

They told us they loved the product. But they didn’t feel as connected as before. They wanted to share moments, talk to others, and feel like they belonged. That’s what the brand was meant to be from the start. This didn’t mean we had to change our brand. It just reminded us to return to who we truly were. We weren’t just a business selling gym wear. We were a group building something together — a real community.

That shift in mindset made a big difference. By truly listening to our people, we grew our social presence from 1.5 million to 20 million followers between 2015 and 2022.

And that helped Gymshark reach a huge valuation of £1.4 billion ($1.8 billion U.S.).

Tips for Running a Community — Lessons from Our Time at Gymshark

1. Stand for Something: Give People a Reason to Join

At Gymshark, we stood against unhealthy fitness trends. We focused on showing how important consistency, rest, and eating right are, no matter what sport someone plays. Whether it’s football, boxing, or basketball, the basics stay the same.

This idea brought people together. Instead of dividing people by sport, we showed what they all had in common. And that made everyone feel like they belonged.

We didn’t just sell gym clothes. We shared a message about self-growth and support. And that message helped people feel more connected to us.

Big brands like Lululemon and Liquid Death do the same. They don’t just sell products. They share a lifestyle and a belief. People follow them because they want to be part of that.

What you can do today

• Think of the one strong belief your brand stands for.
• It might not be for everyone, and that’s okay.
• Write it down in one simple sentence.

2. Talk With People, Not Just At Them

We didn’t want our community to only buy from us. We wanted them to help us build things.

That’s why we started Gymshark Insiders — a place where people could share thoughts, ideas, and feedback. At first, we were worried no one would reply. But soon, people got involved. And their help made our products better.

We also used comment sections, Instagram polls, and face-to-face events. This gave our audience a voice. And we made sure to listen.

Big brands now do this too. Glossier asked their fans what products they wanted — and then made them. This turned simple buyers into real partners.

We did the same. When we planned new features, we didn’t just guess. We asked people what they needed. And the answers helped us build something they really cared about.

What you can do today

• Ask your followers one simple question.
• Use a poll, a comment box, or an “Ask Me Anything” post.
• Let them know their voice matters.

3. Work with the Right Creators

When we focused on community, we stopped chasing big-name stars. Instead, we looked for real people with strong connections to their audience. These were creators who hadn’t “made it big” yet but had earned people’s trust.

We looked beyond numbers. We asked, “Can this person truly inspire others?” If they could move hearts, they were the right fit.

Once we found them, we treated them like partners. We asked for their ideas and connected them with each other. It wasn’t about business deals — it was about building real friendships.

One creator even told us, “It feels like I’m part of the company.” That’s exactly what we wanted. When people feel included, they become your biggest fans.

What you can do today

• Make a list of creators who talk to your kind of audience.
• Then, find one or two small ways to work with them.
• Ask for their input or give them a role in your next idea.

4. Making People Feel Special: The Power of a VIP Experience

One of our best changes at Gymshark was giving different levels of access to our community. Everyone got something useful, but the most active members got extra perks — like early product access, invites to events, and time with our team.

This wasn’t about creating fake demand. We simply wanted to thank our most loyal followers and give them closer connections. Many others saw this and wanted to be part of it too. That desire helped us grow even faster and kept people talking about us.

Tactical Approach

People love to feel like they’re part of something special. That’s why VIP areas and “limited edition” items work so well.

Nike’s SNKRS app makes shoe drops feel like big events. Sephora gives its best customers extra perks through their Beauty Insider program. Even small brands are doing this by creating private groups or early access. These ideas make people feel like insiders.

Action you can take today

• Think of one simple way to give special access to your top followers.
• It could be early access to content, a small reward, or a private group.
• Make them feel like they’re part of something exclusive.

5. Bringing Online and Offline Together

During the pandemic, everything moved online.But when things started opening again, we decided to take a chance. We invited our most active online members to a real-life retreat.

Even though we had only talked online before, meeting in person was amazing. That one weekend brought more ideas and stronger friendships than months online. We saw that digital groups are powerful, but real-world meetups make them even stronger.

Great communities don’t just live on screens. They grow when both online and real-life experiences are mixed together.

Tactical Approach

The best connections happen when online meets offline. Peloton does this well.

Even though you’re cycling alone, their live classes and leaderboards make you feel part of a group.

At Gymshark, we held live workout events. People who had followed us online got to meet each other in real life. This helped us grow from 1.5 million to 20 million followers.

Even small meetups can create strong bonds. These moments remind people they’re part of something real.

6. Putting the Spotlight on Our Community

One big change we made was to shift the spotlight from our brand to our people. Instead of talking only about what we sold, we started sharing our followers’ stories. We highlighted their progress, challenges, and wins. We made them the heroes. And the more we celebrated them, the more they supported us.

Tactical Approach

Brands like Airbnb and Figma don’t just show what their products do — they show what users have built with them. People trust stories from others more than company ads. When we used content made by our users, it performed 3–5 times better than our own posts.

As a result, more people found us through word of mouth. They didn’t just buy from us — they stayed because they felt seen and supported.

Action you can take today

• Share one customer story this week.
• Post about something a follower created or achieved.
• Make your people the stars of your brand.

Be a True Community Builder

When we left Gymshark, almost all our content came from our community. But the biggest success wasn’t in numbers. It was in the messages people sent us, saying we made them feel confident again. It was in the tattoos, the wall art, even wedding proposals with our logo. We didn’t just grow a brand. We helped shape people’s identity. And when you do that, you don’t just grow—you create real change.