Gymshark has announced the appointment of Sian Keane to the role of chief people officer (CPO.)

The move comes as the company seeks to shift away from its purely e-commerce beginnings towards a broader omnichannel strategy.

Keane joins the fitness apparel brand after 11 years at Farfetch, where she most recently served as CPO. In her role, she supported the company’s growth from 100 people to over 7,000 globally, including the integration of ten acquisitions during her tenure there.

The move comes after Mat Dunn recently joined the company from Asos as chief financial officer; Carly Natalizia joined from The Very Group as chief digital officer; and Hannah Mercer joined from Adidas as general manager, wholesale and retail.

In her new role, Keane will be responsible for the business' people strategy, helping "transform Gymshark into an international omnichannel company", with a key focus on attracting, developing and retaining "world-class talent" through the company's next critical stage of growth.

“As Gymshark continues its journey from being solely an e-com business to being fully Omnichannel, it’s absolutely critical we attract, develop and retain world-class talent," said Sian Keane, Gymshark's new chief people officer. "Meeting Ben [Francis], and the ambitious team at Gymshark, I felt both the humility at the core of the company, as well as the powerful culture and values that are so pivotal to its success today.

"So, when you combine this with the incredible ambition to become the most iconic British brand, it’s an opportunity I just cannot wait to get stuck into.”

Ben Francis, founder and chief executive of Gymshark, said: “It’s no secret that I want Gymshark to become a brand that outlives us all. To achieve this, we need the very best people driving us forward and sharing this ambition - they are comfortably our most important asset."

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