The Marque The Marque
The Marque
About Services Profiles Press Contact

Gemma Hulbert

Chief Data Officer

Gymshark Ltd

Birmingham, UK

Gemma Hulbert
Johnny Hornby
David Humphreys
TAMKO Building Products

Gemma Hulbert’s Biography

Gemma Hulbert is Chief Data Officer at UK fitness apparel and accessory brand, Gymshark.

Gymshark has become one of the most recognised sportswear brands in the world and in 2020, a deal was struck that valued Gymshark at more than £1bn. Gymshark joins the list of less than 25 British companies to have attained 'unicorn' status since 2001.

Gemma began her career at Gymshark as a Marketing Analyst, and was the business's first data and analytics specialist. In this role she was responsible for using data, analytics and research to support the brand in making more effective decisions and enhancing understanding of customer behaviour. She went on to build the data function from the ground up, whilst cultivating a data-led culture business-wide. In 2021 she was voted one of the top 100 most influential people in data by DataIQ 100.

Prior to Gymshark, Gemma worked for the People’s Dispensary for Sick Animals (PDSA), where she most recently served as Marketing Analyst. She began her career in a university placement role as Junior Marketing Analyst, where she was recognised for her successful application of the marketing analytics FastStats system in the 2012 Apteco FastStats awards.

Gemma graduated from Birmingham City University with a Bachelor of Arts in Marketing, Advertising & Public Relations.

Gemma Hulbert’s Newsfeed

Computer Weekly
Businesses need to show data science isn’t dull, it can be fun and rewarding

“We’ve been able to expand faster because we are able to find these individuals easier, rather than having to find people with very specific skillsets,” says Gemma Hulbert, CDO at Gymshark.

Why generic data literacy won’t advance the culture of your business

Chief data officer at Gymshark, Gemma Hulbert, has launched the slogan, “no more ‘I reckon’.” Instead of personal opinion or intuition, her goal is to get colleagues to bring facts in the form of data.

View allHide

Gemma Hulbert’s Background

Gymshark Ltd
Chief Data Officer
Feb 2020 - Present
Birmingham, 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.
Gymshark Ltd
Insight Director
Aug 2019 - Jan 2020
Birmingham, UK
View allHide

Current Advisory Roles

Greater Birmingham & Solihull Local Enterprise Partnership
Member of the West Midland Modern Services Board
Jan 2021 - Present
Advisory Board Member
Sep 2020 - Present
Alteryx is a computer software company based in California whose products are used for analytics, business process automation and data science.


Neuro-Linguistic Programming
NLP Diploma
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.

Awards & Endorsements

DataIQ 100
In 2021 Gemma was included on DataIQ 100, a list of the most influential people in data.
Apteco Best Use of FastStats
Warwick, UK
Apteco’s Best use of FastStats Awards celebrate organisations that have successfully implemented the FastStats system to their marketing strategies, which means using data to drive quantitative and effective outcomes.
View allHide

Gemma Hulbert’s Education

Birmingham City University
Bachelor of Arts (Hons) in Marketing, Advertising & Public Relations
2009 - 2013

Direct Message

Direct Message