Gymshark names bodybuilder David Laid as Creative Director of Lifting

By

Sandra Halliday

Published
Feb 15, 2023

Not a role we hear mentioned very often, but Gymshark is known for shaking things up. This week it has named David Laid as its first Creative Director of Lifting. Laid is a bodybuilder, model and influencer and is on board to reconnect Gymshark with its roots in weightlifting.

His remit includes product development, creative direction, athlete recruitment, IRL events and more.

The company hailed him as “one of the true success stories of both fitness and lifting, as well as influencer marketing. As, in his words, ‘a 90-pound frail, lanky, near emaciated teen’, he turned to the gym just over 10 years ago to build confidence and be more comfortable in his own skin”. 

His transformation video went viral (49 million views on YouTube) and an influencer career was born.

The company said the appointment also sees the advent of discount codes at Gymshark. “For the first time, shoppers will be able to apply David’s and other athletes’ discount codes when they get to check-out”.

Laid said of his new role: “When the guys at Gymshark said to me ‘do you want to come and be responsible for resurrecting our heritage for lifting, strength and conditioning,’ it took me about under a second to decide. Now, I have the license to create content, product, and events for our amazing community. I’ve loved being a Gymshark athlete, but I can’t wait to get started as a Creative Director.”

Company founder Ben Francis added: “When we started Gymshark, I was just a kid who was obsessed with the gym. Now 10 years later, the obsession remains as strong as ever. That’s why I can’t think of anyone better than David to join us as our first ever Creative Director, Lifting.”