Elfried is widely acknowledged as the driving force behind Gymshark's triumph on social media, playing a pivotal role in propelling the brand's fitness community from 1.5 million to 20 million in just seven years. As the current CEO and Co-Founder of the Butterfly 3ffect, Elfried is dedicated to leveraging his expertise to support emerging brands in achieving success.
Growing up in DR Congo and South Africa, Elfried's family relocated to the UK. Despite the challenges of adapting to a new life and culture, Elfried maintained a deep-seated belief in his ability to succeed, undeterred by others' perceptions.
A transformative moment occurred for Elfried after watching a keynote speech by Steve Jobs, where the concept of 'A thousand songs in your pocket' resonated with him and altered his perspective on marketing. With newfound clarity, he identified his career path.
Following a mysterious email from a recruiter, Elfried secured an interview with an "up-and-coming gym-wear brand," later revealed to be Gymshark. Despite his excitement and nerves, Elfried confidently assumed control of the interview, leading to a swift job offer.
This week's episode delves into the significance of authenticity, the key to resilience, and the quest to discover one's purpose.

Chapters:
00:00:00-Following Your Passion and Finding Success
00:04:37-Growing the Gymshark Social Accounts
00:09:27-The Disappointment in my Dad's Face
00:13:55-A New Beginning in South Africa
00:18:38-Finding My Passion in Marketing and Technology
00:23:00-Discovering the Power of Marketing
00:27:42-Shyness and the Beginning of Social Media Marketing
00:31:47-Building Confidence and Pursuing Passion
00:36:10-The Importance of Human-to-Human Interaction
00:40:25-The Phone Call from Gymshark Recruiter
00:44:57-Making an Impact at Gymshark
00:49:24-The Importance of Consistency and Community Engagement
00:53:50-Revolutionising Gymshark Women
00:58:36-Selling Out in Seconds
01:03:09-The Pressure of Posting on LinkedIn
01:07:57-Memories of the Exciting Times at Gymshark
01:12:39-The Growth of Gymshark
01:17:18-Making the Decision to Start My Own Business
01:21:37-The Saddest Moment and Moving On
01:25:47-Emotional Support from Colleagues
01:30:22-Moving On from Gymshark
01:34:48-Learning from Mentors in the Industry
01:39:26-Passion, Abilities, Paid Work, and World Needs
01:43:50-Making Decisions and Planning Ahead
01:48:12-The Importance of Immigrants in Business Success
01:52:46-The Journey from the Bottom to Success
01:57:24-The Importance of a Creative House

We discuss:
-Journeying from Congo to South Africa and eventually the UK
-Embracing self-teaching at the age of 14
-Drawing inspiration from Steve Jobs' wisdom
-Embracing the philosophy that one should never conform to others' expectations
-Developing a passion for social media
-Discovering guidance through mentorship and building self-assurance
-Applying the "Jab, Jab, Jab, Right Hook" approach
-Spotting a dream job on LinkedIn but hesitating to apply
-Receiving a job offer for an "up-and-coming fitness brand in Birmingham"
-Successfully securing the dream job
-Overhauling and revitalising an entire brand
-Transforming Gymshark Women into its current state
-Getting a shoutout from Mark Zuckerberg
-Recognising the importance of authenticity

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Credits:
Director: Charles Parkinson
Poet & VO Artist: Ashley Samuels-McKenzie
Sound Recordist: Aurelija Ausembergaite
Camera Operator: Stuart Aitken
Editor: Catherine Singh