Gymshark Names Carly Natalizia Chief Commercial Officer

Gymshark has appointed Carly Natalizia as chief commercial officer, promoting her from her role as chief digital officer, as the brand sharpens its push to become a fully omnichannel business. The move keeps Natalizia reporting to founder and CEO Ben Francis, with Gymshark positioning the role around commercial strategy across channels and continued work on its digital customer journey.

A Senior Leadership Shift

Natalizia joined Gymshark four years ago and previously held roles, including vice president of marketing, before stepping intothe  chief digital officer. In the CCO role, Gymshark says she will oversee its journey toward full omnichannel execution, including scaling channels and bringing new products to market through a tighter commercial function.

What The Role Covers

Gymshark links the appointment directly to omnichannel ambitions, with Natalizia tasked with overseeing commercial activity across the business while continuing to lead optimisation of the brand’s digital journey. In practical terms, it suggests Gymshark is trying to connect product, marketing, and retail execution more tightly as it expands beyond its digital first roots.

Ben Francis, Founder and CEO at Gymshark, said that “Over the past four years, Carly has played a pivotal role in shaping who we are today, first as VP of Marketing and most recently as our Chief Digital Officer. Her impact has been exceptional. She brings together deep digital expertise, sharp commercial instinct, and a true understanding of our community in a way that’s incredibly rare.”

Natalizia’s Perspective

Natalizia talks about her journey at Gymshark, highlighting that “In the four years I’ve been at Gymshark, the company has experienced a huge amount of growth and transformation, and has provided the perfect environment for me to do the same. Since joining the cohort of chiefs two years ago, and now stepping into the role of chief commercial officer, I am so proud to be able to evolve in sync with the brand…The opportunity to oversee our commercial activities, as we continue on our journey to become a wholly omnichannel brand, while not losing that critical digital experience, is something I’m wildly passionate about.”

For Gymshark customers and the wider activewear market, the appointment is a clear signal that omnichannel is now the operating model, not a future ambition, and leadership roles are being reshaped to match that shift.