While global fitness giants have long dominated the activewear market, a homegrown UK startup is carving out its own space with a distinctly British twist. OiJim, founded by entrepreneur James Glover, is proving that authentic gym culture and savvy business strategy can create something truly unique in the crowded fitness apparel landscape.
A Different Breed of Fitness Brand
What makes this British gym apparel brand stand out isn’t just its bold aesthetic—though the monochrome designs with cheeky slogans certainly turn heads. It’s the business model that’s revolutionary. Rather than following the traditional path of celebrity endorsements and mass marketing, OiJim is building a platform that empowers small content creators to launch their own fitness apparel lines.
“We’re not trying to be the next Gymshark,” explains the brand’s positioning. “We’re creating something different—a community where creators have a real voice and real ownership.”
From Concept to Commerce in Under 30 Days
The OiJim collections showcase the brand’s range, from classic tees and hoodies to hydration products and an upcoming supplement line. But the real innovation lies behind the scenes. Using a print-on-demand model integrated with Shopify, OiJim can take a creator’s design from submission to sale in less than a month.
This agility is crucial in the fast-moving world of fitness fashion, where trends can shift as quickly as viral TikTok videos. The brand’s affiliate program offers creators between 5-7.5% commission on sales, providing a genuine revenue stream for micro-influencers who might otherwise struggle to monetise their following.
British Banter Meets Business Strategy
The brand’s voice is unapologetically British. Slogans like “Go On You Donkey” and “Stay FKN Hydrated” reflect the kind of banter you’d hear in gyms across the UK—from PureGyms in London to leisure centres in Manchester. This authenticity resonates with a demographic tired of polished, corporate fitness marketing.
But beneath the cheeky exterior lies serious business ambition. OiJim has set a target of £20,000 monthly revenue within 12 months, supported by a comprehensive SEO strategy, social media automation, and strategic partnerships with UK gym chains.
The Creator Economy Comes to Fitness
OiJim’s creator-first approach reflects a broader shift in how brands engage with influencers. Rather than one-off sponsored posts, the brand offers ongoing partnerships where creators have genuine skin in the game. Each approved creator receives consultation on design, access to the print-on-demand infrastructure, and ongoing support to build their sub-brand within the OiJim ecosystem.
The selection process is deliberately hands-on. Glover personally reviews each creator application, evaluating not just follower counts but design ideas, authenticity, and alignment with the brand’s community-focused values.
Looking Ahead
As the UK fitness market continues to grow—worth an estimated £5 billion annually—there’s clear room for brands that offer something different. OiJim’s combination of British cultural identity, creator empowerment, and agile business operations positions it well for the evolving landscape.
The brand is currently expanding its supplement line, developing QR code technology to link apparel to lifter profiles and personal records, and exploring partnerships with gym chains to strengthen its community presence.
In an industry often criticised for inauthenticity, OiJim is betting that genuine gym culture—banter, community, and all—can be the foundation for a sustainable business. Time will tell if the bolt becomes as recognisable as the swoosh, but for now, this British upstart is making noise in all the right ways.
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