Gymshark has named Matt Rogers the new Chief Supply Chain Officer (CSCO), placing him on the Executive Committee and reporting directly to founder and CEO Ben Francis. The move comes as the fitness apparel company looks to solidify its operational infrastructure while pursuing a long-term growth strategy.
Expanding oversight across the production process
Rogers will oversee Gymshark’s entire supply chain, managing operations from sourcing across various geographies through to the final stages of manufacturing, freight, logistics, and customer delivery. The brand announced the appointment as part of its continued effort to scale operations.
Before taking on the top supply chain role, Rogers served as the global supply chain director at Gymshark for three years. During that tenure, he led a complete overhaul of the company’s supply chain function, which officials said resulted in significant improvements in its critical path, manufacturing processes, and logistics.
The company noted that Rogers brings decades of experience to the position, having previously spent a decade at ASOS. While at the British e-retailer, he served as group supply chain director and helped the company grow into a multi-billion dollar business. He also held senior roles at DHL and House of Fraser prior to joining ASOS.
Rogers stated that during his three years at Gymshark, he has witnessed a transformation in the company’s supply chain capabilities. He emphasized that while the foundations have been laid to support an omnichannel approach, continued refinement is necessary for sustained success.
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Leadership and long-term goals
Ben Francis, who founded Gymshark, explained that building a robust supply chain is essential for creating high-quality gymwear. He stated that to meet the demands of the community and handle changing market conditions, the supply chain must remain a priority.
Francis said that since Rogers joined the company, he has strengthened the supply chain and demonstrated leadership within the business. He believes the new Chief Supply Chain Officer is the right person to guide the company toward its goal of becoming a 100-year brand.
This marks the latest in a series of executive changes at Gymshark, reflecting a broader industry trend where established fitness brands are restructuring their leadership teams to manage complex logistics and global expansion. Unlike many startups that prioritize rapid sales growth over backend efficiency, Gymshark has focused on building out these operational layers to support long-term stability.
Ben Francis highlighted that the company’s recent focus on operational health is not an isolated event but part of a broader trend within the industry. The outlet reported that established fitness brands are increasingly restructuring their leadership teams to manage complex logistics and global expansion more effectively. By prioritizing backend efficiency over rapid sales growth, Gymshark aims to ensure that the supply chain remains a steady foundation for the business.
