Okay. Honesty time. The Gymshark Brand Book is top secret, so I can’t actually show you it here. But it would be remiss of me to exclude a career highlight from my Career Highlights. So I will talk about it here.

I had the honour of writing Gymshark’s first and only Brand Book, setting direction for the brand, including its purpose, mission, proposition, values and more. We shared this through a constructed narrative of the Gymshark story split int three chapters: Yesterday (‘Never forgetting where we began’), Today (‘Never losing who we are’) and Tomorrow (‘Always honouring our reason why’).

To contribute to Gymshark’s future, indefinitely, will forever hang high on my mantelpiece. Literally and figuratively.

So please forgive me for the false promise of showing you the Gymshark Brand Book. Maybe one day it’ll be less secret and we can read it together.