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Adanola boosts leadership as global growth continues. Adanola, which was founded by Hyrum Cook in 2015, has promoted Erin Washburn to brand director after five years with the company Manchester-based activewear brand Adanola has strengthened its senior leadership team with a number of key hires. Founded in 2015 by Hyrum Cook, Adanola has built a cult following, with high-profile fans including Kendall Jenner, Kaia Gerber and Rosie Huntington-Whiteley. Last year, the company was valued at £400m when it secured a significant minority investment from US-based private equity firm STORY3 Capital Partners to fuel its global ambitions. Erin Washburn (pictured) has been promoted to brand director after five years with the company. She said: "Five years at Adanola in genuinely the best role, team and brand. Couldn't be more proud, excited and endlessly grateful to Hyrum Cook and (CEO) Niran Chana for the support. Vision boards are a real thing." Meanwhile, Gymshark's former head of people, Ellen Graemer, has been appointed people director, while Georgina Bavalia is the new head of design. The business operates primarily through a direct-to-consumer model, with a curated selection of wholesale partners including Selfridges, David Jones, Equinox, Ounass and Soho House. The company appointed former Gymshark executive Niran Chana as CEO in June 2024, who played a key role in scaling Gymshark during his time as chief commercial officer. Cook has been included in BusinessCloud's Founder 250 list, which recognises 250 of the UK's best founder-led and founder-influenced businesses. Founder 250 is sponsored by RSM UK, CG, OBI and Mercia Ventures.

Gymshark founder Ben Francis makes key promotion. Ex-ASOS executive Matt Rogers has been promoted to chief supply chain director at the cult fitness community and apparel brand Matt Rogers has been promoted to chief supply chain director at cult fitness community and apparel brand Gymshark. Ben Francis, who founded Solihull-based Gymshark in 2012, was included in BusinessCloud's inaugural Founder 250 list. Announcing Rogers' promotion, Francis said: "Since joining Gymshark in 2023 as our supply chain director, Matt has made a huge impact. "Over the past few years, he's helped strengthen and evolve our supply chain and, more recently, has done an outstanding job leading the function as interim general manager for sourcing and supply chain. "Matt has consistently demonstrated the leadership, judgement and ambition needed to build a supply chain that's ready for the next chapter of Gymshark. "This is a thoroughly well-deserved appointment and I'm excited to see the impact Matt will continue to have as we build the future of Gymshark together." Rogers previously spent 10 years at ASOS before joining Gymshark. Francis studied at Aston University and is reportedly in talks to buy back a stake in his business.

'Gymshark's new Lift Seamless range made me feel unstoppable in the gym' The new Gymshark Lift Seamless range launched last week and features a range of new colours and a new and improved fit. What's On Eve Rowlands Senior Shopping Writer 16:33, 26 Jul 2026 This article contains affiliate links, we will receive a commission on any sales we generate from it. Learn more When you head into a gym, whether you're making a beeline for the weights section or hitting the treadmill, you need clothes that keep you comfortable throughout your workout. That means leggings, tops and bras that hold us in, support us in all the right places and don't leave us feeling at all exposed. A bonus if the gym gear itself is as fashionable as it is practical. As a regular gym-goer, I have tried and tested a plethora of 'aesthetically pleasing' activewear sets, and there are only a few names that consistently make my 'SFW' (suitable for workouts) shortlist. One of those is Gymshark. Recently, the brand has launched its new Lift Seamless 2.0 collection, which differs slightly from its original Lift Seamless range for the better, as explained by Isla Gilbertson, Design Manager at Gymshark. She said: "Following feedback from our community, we've really rethought the textures of Lift Seamless 2.0: where they sit, and how they contour the glutes." And having got my hands on some of its new colourways and new-and-improved fit, I'm obsessed. My favourite piece in the new collection? Its Lift Seamless Tank with Shelf, £38. READ MORE: I will add, though, that its new sports bra, £38, is so cute with a strappy back that seriously shows off the back. Meanwhile, the leggings, £54, deliver insane coverage (perfect for squats), not to mention they make legs look toned and the glutes seriously defined. But the Lift Seamless 2.0 Mid-Rise Shorts and tank are ideal for the summer months and had me feeling fabulous whenever I looked in the mirror. While the shorts really held me in and stayed in place throughout a ruthless HIIT workout that combined cardio and weights, the top surprised me most of all. Without a separate bra on underneath, I was expecting to be fussing over it all session; it didn't look like it would provide the hold I needed in the chest area, despite coming with a solid, padded bust shelf. When I first put it on, I was also a smidge worried I'd give someone an eyeful from the side, accidentally, due to it not feeling particularly supportive at first. Shop the new Gymshark Lift Seamless range Although after a few alterations to the straps at the back - I made them criss-cross rather than straight up and down - and tightening them, I was pleasantly surprised to be well and truly secured. I put it through burpees, squat jumps, sprints, lunges and more and had no budge. Its silhouette is also dreamy. It somehow gave me the appearance of a waist (as opposed to my relatively straight-up-and-down torso), really flattered my decolletage, and gave me a bust. On occasion, I will admit that I feared its V-neckline was a smidge too revealing, for example, when doing mountain climbers. For something with a little more bust coverage, Marks and Spencer's Essential Round Neck Boxy Vest Top, £10, may be a good alternative. It has a rounded high neck and a relaxed, cut-style, and comes in four different colourways. The Gymshark top, however, made me feel great (the shadowing underneath the bust adds such flattering texture), and its compressive material held me in and gave me a good shape. I got the top in its new butter-yellow colourway, which felt like wearing sunshine, and paired it with a pair of bright Physical Pink shorts. Honestly, I looked like a bright and cheerful Drumstick in a room of dreary grey machinery, and I didn't mind one bit. Article continues below As for the shorts, the shadowing around the glutes - to enhance them - did wonders for my confidence and the positioning of the gusset area ensured I didn't get the dreaded camel toe. While the fabric was super stretchy and so comfortable, I did find the shorts rolled up my legs when working out. This meant I needed to pull them down every so often, which was a bit of a faff. While it didn't bother me too much, for more cardio-heavy days, I'll probably stick to my SkinLuxe Cycling Shorts, £38, which are high-waisted, super soft, and don't ride up half as much. Although these Gymshark shorts will definitely get their wear on leg days. What surprised me most, as a dedicated high-waist enthusiast, was that I found their mid-rise waistband to be super comfortable where it sat and didn't roll down at all, which I expected, especially when doing jumps and ab work. But it stayed firmly in place, and I didn't need to readjust once.