Gymshark
Peter handled the North American expansion process for the billion dollar valued UK fitness apparel company, GYMSHARK. Although the British based company enjoyed significant US commercial success, they had no employees in North America and no knowledge of the business landscape or the many geographical, cultural and economic nuances that exist throughout this vast country.
The project required a wide range of tasks to be completed to see the parent company achieve their goal of becoming a meaningful, relevant and truly regionalized player in the North American athleisure market.
City Search
Peter performed company needs assessment and established criteria for City selection process. Researched real estate markets, local employment trends, state incentives, transportation, and evaluated nearby universities for internships, employment pipelines and educational partnerships. Offered 3 final options and provided analysis of their relative advantages and disadvantages.
Building Search
Oversaw the 2 month project to select an office building that would suit the image, culture, and growth plans of the company. Reviewed multiple sites in vastly different surrounds and explored local amenities, transport and accessibility. Provided 3 options for company owners to make final selection.
Hiring
Helped craft the template for the future staffing of the North American operation. This included creating teams to handle HR, Recruiting, Learning and Development, Finance, Legal, Planning, Merchandising, Brand, Creative, Influencer Marketing and Customer Support. Assembled a team of recruiting specialists and ramped up hiring from 1 employee to 120 full time staff.
Building Company Culture
Successfully navigated moving into the office, onboarded staff and continued to drive recruitment and expansion through a challenging lock down period. Despite many months where staff were working from home, succeeded in building a unique company culture that reflected the inclusive, transparent, open, fun and disruptive nature of the business.
Networking in Denver
Introduced the Gymshark company and brand to the Denver City & County administrative and economic development offices. Networked with Downtown Denver business & civic organizations and established relationships with key stakeholders in Denver Broncos, Colorado Avalanche, Denver Nuggets and Colorado Rapids.
Reviews
I have known Pete for almost 30 years and worked together with him across 2 amazing organizations in that time; Challenger Sports & Gymshark. Pete is fundamentally one of the best operators I have worked with and the impact he has on an organization, both commercially and culturally, is second to none. He has been one of the most influential people, both professionally and personally, certainly in my career and can’t thank him enough for that! A natural leader who is consistent, humble and positively infectious in every organization he has been part of!
Founder – We Are Whanau, and Former CEO Gymshark
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Please note that Peter is in Denver, US Mountain Time.
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