How Gymshark delivered over £20,000 of ROI in one year with a seamless, fully branded benefits platform

Reward Gateway | Edenred worked closely with Gymshark to design and deliver a fully branded, digital employee engagement platform that would act as a single access point for all benefits, resources and tools. Named Flex, the platform was designed to reflect Gymshark’s brand identity and values, while offering practical support across key pillars of employee wellbeing (including physical, mental and financial health).

At launch, the platform brought together core benefits including discounts, wellbeing resources and SmartTech™, with access via mobile, tablet and desktop. The offering also included Cycle to Work, Holiday Trading and Tusker’s Car Benefit scheme, as well as access to providers such as Bupa, Halfords and Medicash - all within one unified platform. Everything was integrated to reduce friction for employees, and remove unnecessary admin for HR.

Employees could browse and select benefits on their own terms, with the platform automatically processing data and passing on information to each provider. That meant Gymshark’s people team no longer needed to chase spreadsheets or manually update enrolments, giving them more time to focus on strategy and employee experience.

To ensure long-term success, Gymshark continues to receive ongoing support from a dedicated Account Manager and Customer Success Manager, helping to keep the platform fresh, aligned with business priorities and responsive to employee needs.

The company also benefits from a 24/5 client help desk and round-the-clock support for employees, ensuring both admins and users are well looked after.

What they achieved

In Flex’s first year, 97% of Gymshark employees signed into their accounts, with 91% becoming active users.

Employees saved over £9,200 through employee discounts programme. On top of this, more than £20,000 of technology and white goods purchases were covered through the platform’s SmartTech™, scheme – supporting the financial wellbeing of employees.

The Wellbeing Centre was visited more than 2,000 times, signaling a clear appetite for accessible, on-demand wellbeing support. In addition to the digital experience, Gymshark brought Flex to life through their first-ever Benefits Fair, which brought providers and people together in one space and further raised awareness of what was available. These efforts helped to position benefits not as a back-office function, but as a meaningful part of the employee experience.

Behind the scenes, the HR team saw a noticeable drop in administrative burden. With provider integrations and realtime reporting in place, processes that once required hours of manual work now run automatically. That efficiency has translated into significant financial results, with the platform delivering over £20,000 in total ROI during its first year, including payroll and National Insurance savings.

Looking ahead, Gymshark is already building on this success. The company is preparing to launch a new Reward & Recognition programme, embedded directly into the platform and aligned with Gymshark’s core values. This next phase will empower employees to celebrate one another’s contributions, strengthening a culture of appreciation and helping people feel even more connected to the business and each other.

With a strong foundation in place and proactive support from Reward Gateway | Edenred, Gymshark is well positioned to keep evolving its people experience – and setting a new benchmark for modern, values-led organisations.