Gymshark: Achieving a 13% ROAS uplift by implementing Smartly’s AI-powered PBA
Gymshark is a gymwear brand and fitness community that has evolved from a Birmingham-based bedroom startup into a global, household name in just 13 years. With rapid expansion, Gymshark faced increasing complexity in its digital advertising strategy, with an increasing challenge of how to optimize campaigns efficiently across multiple platforms.
The Challenge
Driving incremental new customer revenue
Gymshark’s meteoric rise presented new challenges in managing its digital marketing efforts. With an extensive product catalog and multiple ad platforms to oversee, its team wanted to level up its advertising strategy through:
- Understanding performance beyond in-platform metrics
- Automating the manual and time-consuming process of managing and optimizing campaigns across Meta, TikTok, and Snapchat
- Ensuring that their paid social campaigns were driving incremental value by delivering new customer revenue
What did Gymshark need to tackle?
1. Scaling performance across platforms without adding additional workload
As Gymshark expanded globally and diversified across channels like TikTok, Pinterest, Meta, and Snapchat, manually shifting budgets to match performance accrued increasing overheads. The challenge was scaling fast without sacrificing precision or efficiency.
2. Making optimization decisions based on business impact, not just platform metrics
In-platform metrics gave Gymshark directional clarity, but they only told part of the story and on a per-platform basis. To scale efficiently, it needed to understand revenue impact across regions and funnel stages.
The Solution
The most complete full-funnel performance data meets the most unified, AI-powered advertising platform
To overcome the complexity of scaling across platforms, regions, and funnel stages, Gymshark turned to Smartly’s cross-channel Predictive Budget Allocation (PBA), an AI-powered solution that automatically reallocates your budgets to maximize performance in real-time across channels.
As the brand scaled across Meta, TikTok, and Snapchat, it became increasingly complex to maximize the impact of every dollar across regions and platforms manually. PBA changed that. It continuously analyzed campaign performance, identified where spend drove the greatest impact, predicted outcomes using granular data, and automatically reallocated budgets in real time - all without manual intervention.
Powered by Smartly’s first-ever server-to-server integration with Fospha
Gymshark unlocked a high-performance feedback loop by integrating Fospha’s full-funnel measurement with Smartly’s PBA. Fospha identified which campaigns truly drove new customer revenue - going beyond in-platform ROAS - and fed this data directly into Smartly, where AI automatically reallocated budgets across Paid Social in real time.
This eliminated manual decision-making and guesswork, creating a closed-loop system: Fospha identifies top performers, Smartly’s AI-powered solution uses the data signal to reallocate spend, campaigns run, and Fospha validates the results -enabling smarter, faster optimizations that drive incremental growth
The integration between Fospha and Smartly was seamless - no lengthy onboarding or development support needed. Within days, Gymshark was pushing revenue data into Smartly and optimizing budgets based on true business outcomes delivering incremental ROAS.
The Results
Driving measureable business impact
By implementing cross-platform PBA powered by Smartly AI and Fospha revenue data, Gymshark delivered significant business results:
- Significant incremental revenue lift
- 13% improvement in ROAS across Meta, TikTok, and Snapchat & Pinterest
Fospha brands consistently outperform the market by 30%, but the top performers go a step further. Like Gymshark, they invest in demand-driving campaigns that unlock incremental growth. That extra 13% uplift in ROAS is proof of the impact.
Incremental wins: unlocking performance across both platforms
Smartly and Fospha helped identify undervalued channels and accelerate growth across platforms (results measured across Q4 2024 and Q1 2025):
- TikTok: Gymshark optimized spend resulting in a 98% revenue increase in the US, with ROAS up 39% and CAC down 42%
- Pinterest: Enabled by Fospha’s measurement and Smartly’s automation, Pinterest revenue increased 227% and CAC dropped 41%
- Snapchat: Snapchat campaigns outperformed paid media targets by 58% in ROAS and 87% in CPA
- Meta: Meta saw a 13% YoY CAC improvement during the evaluation period
The Bottom Line
For a brand growing as fast as Gymshark, efficiency and automation are non-negotiable. Smartly’s cross-platform PBA, fueled by Fospha’s full-funnel measurement, allowed Gymshark to move faster, optimize smarter, and stay laser-focused on new customer revenue.
This case study is a proof point for the future of AI-powered advertising: where always-on measurement meets automation, and performance becomes truly predictive.
The results:
"Smartly’s Predictive Budget Allocation helped us scale paid social with confidence. Combined with Fospha's unified measurement, it eliminated excessive time spent on budget decisions allowing us to focus more on creative strategy and growth."
– Daniel Green, Head of Digital Marketing, Gymshark
“Gymshark is a great example of what happens when measurement and optimization work in sync. By combining Fospha’s data with Smartly’s automation, they’ve built a feedback loop for faster, smarter decisions that drive real growth. Just as importantly, it’s helped them scale execution - unlocking the ability to act on more opportunities across channels and markets, not just the top one or two.”
– Sam Carter, CEO, Fospha
"Smartly’s Predictive Budget Allocation helped us scale paid social with confidence. Combined with Fospha's unified measurement, it eliminated excessive time spent on budget decisions allowing us to focus more on creative strategy and growth."
– Daniel Green, Head of Digital Marketing, Gymshark
“Gymshark is a great example of what happens when measurement and optimization work in sync. By combining Fospha’s data with Smartly’s automation, they’ve built a feedback loop for faster, smarter decisions that drive real growth. Just as importantly, it’s helped them scale execution - unlocking the ability to act on more opportunities across channels and markets, not just the top one or two.”
– Sam Carter, CEO, Fospha
