Gymshark launched its first physical store on London's Regent Street in 2022 — a major step for a brand built entirely online. The team had deep experience with digital analytics, but needed the same level of insight for their stores: who's visiting, what they engage with, and how the space is actually performing.
Why Gymshark chose Aura Vision
As an online retail leader, Gymshark thrived on data-driven decision-making. Entering the offline retail space presented new challenges that required a purpose-built analytics platform:
- Demographic segmentation — Understanding customer profiles at entrances and product levels to inform aggressive rollout plans.
- Accurate footfall and traffic metrics — Capturing in-store and passing traffic data for new locations to refine store strategies.
- Optimising future store designs — Analysing shopper behaviour to guide layout decisions for stores of varying sizes and formats.
- Evaluating campaigns and displays — Measuring the impact of marketing efforts on target demographics and overall capture rates.
Gymshark needed a partner that understood the data standards they were used to online. Aura Vision's full-store analytics gave them exactly that — deep, granular insight into physical retail without compromising on privacy or adding operational overhead.
What the platform delivered
Aura Vision gave Gymshark a complete picture of how customers interact with their stores — starting from the street outside and following them all the way through to the changing rooms.
At the top of the funnel, capture rate analysis measured passer-by traffic against store entries, showing exactly how window displays and campaigns influence footfall. Once inside, demographic heatmaps revealed how different customer segments move through the space — which zones pull attention, which get skipped, and how that changes over time.
At the product level, impression and dwell tracking showed how long customers spend at each display, broken down by age and gender. This gave the merchandising team real evidence to work with when rethinking layouts, rather than relying on instinct alone.
Critically, service area analysis tracked fitting room usage and queue behaviour — surfacing one of the biggest opportunities the team would go on to act on. Combined with zone-specific entry metrics, the platform made it possible to see exactly how layout changes ripple through the entire customer journey.
What changed
With these insights in hand, Gymshark made targeted changes — and saw measurable results.
The biggest win came from the changing rooms. The data showed they were underused relative to traffic, so the team redesigned their location and layout. Usage jumped by 63% — and because trying on products is one of the strongest drivers of conversion, sales followed.
Across the wider store, heatmaps flagged zones that weren't earning their space. Layout refinements turned those areas around, driving a 3X to 5X increase in utilisation for key parts of the floor.
On the merchandising side, A/B tests informed by demographic data closed the gender gap across zones — including a 10% increase in capture rates for target demographics into key product areas. Campaign performance became measurable too, with demographic breakdowns confirming whether activations were reaching the right audience.
Tailored reports gave each team — store ops, merchandising, marketing — their own view of the data. For a brand that built its entire culture around metrics, this brought the same rigour to physical retail that Gymshark had always relied on online.
What's next
The Regent Street flagship became the blueprint. Gymshark now applies the same analytics-driven approach across its expanding store estate — from Westfield Stratford to international pop-ups — using every new opening to test, learn, and raise the bar.
