Gymshark Scales Customer Feedback to Shape New Products
The brand is utilizing direct consumer input from social media and live events to refine its future collections.
Updated on Oct. 16, 2026 in Fashion
Live Poll
Do you prefer when brands use social media feedback to shape their new product releases?
Gymshark CCO Carly Natalizia recently detailed how the brand integrates consumer voting and feedback into its product development. This approach follows the success of an initial collaboration with Bratz that launched in June 2026.
Why it matters
Gymshark views direct engagement as a core business driver that allows the company to maintain a sharp focus on consumer preferences. By prioritizing these community-led insights, the brand ensures its upcoming releases resonate with its target audience.
Gymshark is currently testing a 20,000 square foot gym facility in Miami as a new business channel. This initiative follows the release of a first Bratz collaboration in June 2026, with a second collection expected in the near future.
The players
Carly Natalizia
Carly Natalizia serves as the Chief Customer Officer at Gymshark.
Gymshark
Gymshark is an athletic apparel and accessories retailer founded in the United Kingdom.
Bratz
Bratz is a popular line of fashion dolls known for its distinctive style.
The details
Designers are actively incorporating voting results and feedback gathered from Instagram and a Lift event in Miami into the development of a second Bratz collection. The company also utilizes its global network of physical retail stores to serve as touchpoints where customers can personally test product materials and sizing.
Timeline
Gymshark opened its first physical retail store in 2022.
The initial Bratz collaboration launched in June 2026.
Carly Natalizia spoke at the Drapers Inner Circle Summit on October 15, 2026.
Culture Shift
The brand is capitalizing on the broader shift toward community-led product development where consumer input drives inventory decisions. This strategy signals a departure from traditional top-down design, placing the customer at the center of the brand lifecycle.
Consumers can expect more influence over future product designs through direct voting and social media engagement. Additionally, customers may soon see a transition in the brand experience as Gymshark evaluates the viability of incorporating gyms into its retail footprint.
The takeaway
Direct engagement strategies help brands align their inventory more closely with the specific desires of their core demographic. Implement a feedback loop in your own projects by utilizing simple surveys or public votes to validate ideas before scaling production.
Further reading
For more on evolving consumer trends, visit the Fashion section.
Source note: This article includes information reported by Drapers.
Live Poll
Do you prefer when brands use social media feedback to shape their new product releases?
