Behind Gymshark’s 1.5M to 20M Follower Explosion: A Masterclass in Community Growth with Marketing Mastermind Elfried Samba
Episode 963: Show Notes
What if your brand could build the kind of fiercely loyal community that turned Gymshark into a billion-pound business? Today, I’m talking with Elfried Samba, the marketing mastermind behind Gymshark’s rise from 1.5 million to over 20 million followers. He is the CEO and Co-Founder of Butterfly Effect, the go-to agency behind powerhouse campaigns for Netflix, Bumble, McDonald’s, Square, and so many more. With a proven track record for turning passive audiences into highly engaged communities, Elfried knows exactly how to leverage community-driven marketing for explosive growth.
In this episode, he’s sharing the exact strategies he used to scale Gymshark’s global community and breaks them down in a super actionable way so that you can apply them immediately to your brand, or even your personal brand, no matter your brand’s size or budget. Whether you’re just starting out or looking to deepen your audience relationships, Elfried’s advice is super pure gold. Buckle up, you’re about to get a front row seat to how a billion-pound companies build their communities from the inside out. I hope you’re paying attention!
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Building Gymshark: Online Social Community Then Versus Now
Social and community were central to Gymshark’s rise, and Elfried understood that early. Before joining, he pushed clients at a marketing agency to take social seriously, having written his dissertation on how small brands could outpace giants through it. At Gymshark, he finally brought those ideas to life. When the brand stumbled into influencer marketing, Elfried systemized and scaled it, aiming to position Gymshark alongside Nike and Adidas. Early content featured polished photoshoots, but he soon saw the disconnect: followers wanted to see themselves. Gymshark needed to reflect its community through real stories, everyday people, and zero hierarchy. It was all about staying close to the audience by listening and using that as the starting point of their strategy.
The Secrets That Helped Gymshark Scale Without The Budget of a Bigger Brand
The team at Gymshark knew they couldn’t outspend the bigger brands or outdo them on production quality. But they could connect. Over time, they spotted what worked: people wanted to feel part of something. While other sports brands chased aspiration, Gymshark leaned into relatability and connection. That insight was key. So was realizing that creators were often better at making content than the brand itself. This led to long-term, two-way partnerships with creators. Elfried took a massive leap by leaving Gymshark to start Butterfly Effect because he believed in the future of community commerce for both B2B and B2C. He believes brands that double down on emotional intelligence and connection will win the next generation of marketing. People have learned not to trust what brands say, but to watch what they do! To be a community-led brand, you have to lead with your actions. Content is about documenting what you do, not speaking about it.
What’s Truly Behind Community-Led Growth in Every Industry
Communities already exist. Brands need to find where they belong and earn their place. Gymshark did it with female lifters, Red Bull with extreme sports, and Vans with skateboarding. The key is to find a rising audience, understand their needs, and build trust. While short-term campaigns can help, the strongest brands are built day by day. Showing up occasionally isn't enough. You need a consistent presence. For audiences that have been let down before, Elfried’s advice is simple: don’t make promises you can’t keep, and rebuild trust through action. In the modern day, the nice guy doesn’t finish last. A ‘You asked, we listened’ post is a campaign all in itself.
Why You Shouldn’t Always Give The People What They Want
Negative comments aren't always a bad sign. Sometimes they show people care and want something from your brand. Often, your next campaign idea is already in the comment section. At Butterfly Effect, Elfried uses this insight with clients. He starts with an Immersion Session, where each team member answers the same questions individually to check alignment. The internal team must be fully on board, since they’ll own the outcome. From there, they personify the brand and start iterating quickly. Common missteps? Thinking people should automatically love your brand, assuming you can create content as fast as a creator, and not listening closely enough. Content is only 80% of the experience. The other 20% is what the audience does with it. Are you creating content you would consume?
A Totally Different Approach to Your Personal Brand’s Social Media
Elfried doesn’t promote his work directly on social media. He knows LinkedIn users ask, “What’s in it for me?”, so he leads with value. By observing his audience, he saw he was speaking to leaders and creatives. His content reflects his leadership journey, creating connection with others on a similar path. Only later does he introduce his work. For Elfried, it’s about building community and solving real pain points. His approach is simple: connect human to human.
He also tailors what he shares on each platform based on what audiences are consuming. His advice: before diving into social commerce, identify who you serve, understand their pain, and keep showing up. Stop pouring into the relationship, and your audience will move on.
If you want to learn more about Elfried’s work, find him and Butterfly Effect on LinkedIn, or access UNDENIABLE: Build a Personal Brand That Gets You Noticed, Trusted, and Paid.
Quote This
I think that the brands that are going to double down on EQ, emotional intelligence, and connection are the ones that are going to win the next generation of marketing.
-Elfried Samba
Highlights
Building Gymshark: Online Social Community Then Versus Now [0:02:07]
The Secrets That Helped Gymshark Scale Without The Budget of a Bigger Brand. [0:10:56]
What’s Truly Behind Community-Led Growth in Every Industry. [0:18:43]
Why You Shouldn’t Always Give The People What They Want. [0:25:30]
A Totally Different Approach to Your Personal Brand’s Social Media. [0:38:21]
OUR GUEST:
Elfried Samba
Website | LinkedIn | Instagram | X
Elfried Samba is the Co-Founder and CEO of Butterfly Effect - a leading agency brands partnered with Netflix, Bumble, McDonald’s, WeTransfer, Meta, and Square - cementing its position as a leading force in community-first marketing. Before launching Butterfly Effect, Elfried was Global Head of Social Content at Gymshark, where he helped scale its fitness community from 1.5 million to over 20 million followers, playing a key role in the brand’s journey to a £1 billion valuation.
OUR HOST:
Abagail Pumphrey
Boss Project on Instagram | Facebook
Abagail hosts the twice-weekly podcast, The Strategy Hour, which is recognized by INC and Forbes as one of the best podcasts for entrepreneurs.
Key Topics:
Community-building, Marketing, Social Content
