What is a Challenger Brand and How To Become One?

Photo by Monica Silva on Unsplash

In this article, we explore how Gymbox built a successful business by being a challenger brand, and how you can become one too.

Gymbox is a very successful Fitness brand with 300 employees, 11 gyms around London. 🏋️‍♀️

And there is something that massively contributed to their success: a unique, disruptive, and bold brand. 🔥

In other words, a challenger brand.

Gymbox is different, it’s not for everybody and they are not afraid to say it.

Rory McEntee, Brand & Marketing Director at Gymbox, was my guest on The Implement Podcast 🎧.

Rory is an expert in building challenger brands with his work at Gymbox, Paddy Power, Everyman Cinema, and others.

So what is a challenger brand?

It is defined, primarily, by a mindset —

“it has business ambitions bigger than its conventional resources, and is prepared to do something bold, usually against the existing conventions or codes of the category, to…