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Dave Parry

Chief People Officer

Gymshark Ltd

Birmingham, UK

Dave Parry
Farah Pandith
Council on Foreign Relations
Kathryn Parsons

Dave Parry’s Biography

Dave Parry is Chief People Officer at Gymshark, where his primary focus is to ensure that Culture remains at the heart of the company’s operations.

Gymshark is becoming one of the most recognised sportswear brands in the world. In August 2020, a deal was struck that valued Gymshark at more than £1bn. The valuation means that Gymshark joins the list of less than 25 British companies to have attained 'unicorn' status since 2001. As Chief People Officer, Dave ensures that the company's srategic operations align with Gymshark's culture, values and vision, which are focused on 'uniting the conditioning community'.

Prior to joining Gymshark, Dave was the owner of a business coaching and change consultancy, The Art of the Possible. The company provided coaching as well as leadership and management guidance in order to effect positive cultural and behavioural change within organisations.

As an Associate at a number of leading training and development solutions companies including Instep, Dave expanded his expertise in development and behaviour change for businesses. He introduced mBraining to the UK and is Co-Founder of mBraining UK, which uses Neuro-Linguistic Programming (NLP), cognitive linguistics and behavioural modelling to harness multiple intelligences.

Dave started his career and his fascination with leadership in the military and later at multi-national dairy company, Müller, where he was responsible for learning and organisational development. In his first role at Müller he was engaged in FMCG production management.

He serves as Director at Wrexham Gymnastics Club and is a member of the International Neuro-Linguistic Programming Trainer's Association (INLPTA). Dave is also a certified NLP Master Practitioner and Trainer, which authorises him to train others in the discipline, as well as apply NLP in his coaching in order to guide and support individuals and teams to reach their goals

Dave Parry’s Background

Gymshark Ltd
Chief People Officer
Sep 2017 - Present
Solihull, UK
Gymshark is a UK fitness, apparel and accessory company, established by Ben Francis in 2012. It has since grown into a leading sportswear brand. The business credits its success to a strong online presence, continuous innovation and high-quality performance wear.
The Art of The Possible UK logo The Art of The Possible UK logo
The Art of The Possible UK
Owner & Partner
2012 - Sep 2017
Birmingham, UK
The Art of the Possible is a consultancy that uses the latest developments in Neuroscience to offer coaching, leadership and management in order to assist business in achieving behavioural change.
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Dave Parry’s Gallery

Other Business Interests

mBraining UK
2014 - Present
Project Eden
Programme Co Founder
Nantwich, UK
The Project Eden Foundation Degree course was developed in recognition of the gradual loss of skills in the Dairy Industry over a period of over 20 years. The collaboration between a number of industry-leading companies ensures the UK dairy industry has the very best dairy technology training in Europe, and is designed to develop well-rounded Dairy Technologists with a passion for their industry.

Current Board Positions

Wrexham Gymnastics Club logo Wrexham Gymnastics Club logo
Wrexham Gymnastics Club
Jun 2015 - Present
Wrexham, UK
Wrexham Gymnastics Club was founded in 1977 and is located in the Queensway Stadium gymnastics facility. The club’s focus is on creating an environment where the youth can learn and practise gymnastics with the support of qualified coaches and volunteers.


What it takes to create a powerful company culture at a distance
An Interview with Dave Parry, Chief People Officer at Gymshark
Jan 2021
Dave Parry is responsible for all things people at Gymshark – from employer brand and recruitment, personal development and people performance to health and wellbeing. In this episode of The OpenBlend Podcast, Dave explains how Gymshark has driven forward employee relationships, people performance and company culture and found a better normal.
Business in the Community: The Lens
Jun 2020
Birmingham, UK
The Lens Bitesize is a series of micro episodes featuring senior leaders from the business community. In each episode host, Oli Barrett MBE, asks his guests about their responses to the COVID crisis and what can be done to future-proof businesses, making them more responsible and equipped to deal with challenges, great and small. Build back better.


NLP logo NLP logo
NLP Master Practitioner & Accredited NLP Trainer
Neuro-Linguistic Programming (NLP) is a guide for both the conscious and unconscious mind. It provides individuals with the opportunity to discover how the mind processes reaching goals, how it can release detrimental behaviour and shift to more constructive mindsets.


International Neuro-Linguistic Programming Trainer's Association
The International Neuro-Linguistic Programming Trainer's Association (INLPTA) is an organisation that ensures NLP trainers around the world apply the programme in an ethical and standardised manner in accordance with the NLP Code of Ethics and Standards.

Awards & Endorsements

The Sunday Times Profit Track 100 logo The Sunday Times Profit Track 100 logo
The Sunday Times Profit Track 100
Winner 2020
London, UK
Gymshark were top of the league in the 2020 Sunday Times Profit Track 100. The Profit Track 100 ranks Britain’s private companies with the fastest growing profits. Gymshark’s profits have rocketed from £1.1m in 2016 to £18.6m in 2019, on sales of £176.2m.
The Sunday Times International Track 200 Awards logo The Sunday Times International Track 200 Awards logo
The Sunday Times International Track 200 Awards
Winner 2019
London, UK
Gymshark was ranked No. 1 in The Sunday Times International Track 200 Awards 2019. The International Track 200 ranks Britain’s mid-market private companies with the fastest-growing international sales. It is compiled by Fast Track and published in The Sunday Times in February every year.
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