Fast-growing UK fitness apparel brand Gymshark has selected a new product lifecycle management (PLM) tool to support its growth with more agile and efficient product development and sourcing.

The performance wear brand, manufacturer and online retailer is supported by over 4.5m social media followers and customers in 150 countries.

It also works with manufacturers to develop its own technical fabrics, and new styles can go from design to market within three months – with some UK-made products on lead times of less than six weeks.

This innovation, agility and ability to react quickly to market trends is a key competitive advantage that Gymshark wants to retain as the business grows in size and complexity.

However, the company had also outgrown its largely manual systems and processes, which were increasingly time-consuming, a drain on key resources, and unable to provide the level of visibility, coordination and control now required.

Following a review process, Gymshark selected Fast React's Visionng PLM as its new platform, with areas of focus including the end-to-end management of critical path from design to delivery, with clear coordinated priorities and early warning of potential problems, and practical tools to support closer collaboration with suppliers, supporting right first time and on time delivery from samples to finished product.

Aside from streamlining processes, and increasing speed to market, improving staff efficiency will allow the team to focus on more proactive, creative, added value activity rather than manual tasks and firefighting.

"I am absolutely fascinated by what we can achieve by combining a strong, robust business backend with great people, systems and processes that free up the creative team to focus on the tomorrow," says Ben Francis, chief brand officer at Gymshark.

"A key part of this is ensuring that our product development process allows us to stay ahead of the market, working closely with our suppliers to get great product to market faster and more efficiently than ever before."

Gymshark's Visionng PLM solution includes Range Planning, Ai integration, Product Manager, Costings, Material Management and BOM, Tech Packs, Sample Management, Purchase Order Management, and Supplier Collaboration.