What Would You Do if you were starting a new job as CEO at an 8-figure fashion brand? – with Rich Chapple, former CMO of Gymshark (episode 586)
Rich Chapple was previously the CMO at Gymshark and the CEO at THG Ingenuity, part of The Hut Group, scaling both companies to unicorn valuations. He is now the co-founder at The Growth Foundation, helping eCommerce and DTC brands grow the right way.
In this What Would You Do episode, Rich shares exactly what he’d do in his first 90 days as the new CEO of an 8-figure fashion brand. From finding the real “truth” in the numbers to sharpening strategy, building the right team, and focusing on profitable growth, this conversation is packed with practical guidance for any eCommerce leader looking to scale with clarity and control.
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Dive in:
[05:52] eCommerce Evolution and Increased Competition
[09:19] “Defining Truth Across Business Metrics”
[11:45] “Financial Analysis by GP Bands”
[14:46] Strategic Alignment and Execution Framework
[17:09] “How to Win with Strategy”
[22:41] Scaling Strategy and Future Planning
[25:39] “Developing Leaders Through Cross-Discipline”
[28:33] “Testing Strategies for Business Growth”
[31:29] Listen to Rich’s Top Tips!
Start with uncovering the truth in your business
Rich emphasizes the importance of finding “truth” in the very first month as a new leader. This means understanding the numbers, the real strategy, and the actual state of the business, not just what’s assumed. Many companies operate on incomplete or even conflicting information, especially around revenue, margins, and customer data. When leaders unify definitions and nail down what’s real, decision-making gets much stronger. Without this clear-eyed view, strategic moves become risky guesses.
Codify and communicate your strategy relentlessly
Once you’ve uncovered the truth, it’s critical to build and clarify your strategic direction. Rich says having a strategy isn’t enough—everyone needs to know it, believe in it, and act on it. He suggests asking any new employee about the company’s objective, where it competes, and how it plans to win; if the answers aren’t aligned, more work is needed. Regular, clear, and sometimes repetitive communication creates alignment. A well-narrated strategy boosts buy-in at all levels and keeps everyone moving in the same direction.
Build for scale, not just survival
As businesses reach the 8-figure mark, old systems and structures can hold them back. Rich discusses the importance of looking ahead—does your current team, tech, and process setup support doubled growth? Investing in CRM, rethinking roles, and embracing AI or automation where it fits can prepare you for the next level. He also highlights the need to develop existing talent and plan the future organizational chart. This mindset shift from “what’s urgent” to “what’s scalable” sets high-growth businesses apart.
Obsess about your customer and keep learning
Genuine growth comes from deep customer understanding. Rich shares that too many brands lose sight of their customers, not knowing who their best buyers are or what makes them tick. He encourages leaders to meet their customers, listen, and continually gather feedback. Engaging with customers at different value levels reveals valuable insights for retention and product development. This learning loop is crucial—no tech or strategy can replace real human connection.
Don’t underestimate the power of smart experimentation
Effective eCommerce leaders always make space for testing. Rich recommends having a test budget for new channels or marketing approaches, especially if the business is in a strong cash position. Whether it’s trying new platforms like TikTok Shop, dipping into remnant above-the-line advertising, or upping your CRM game, test-and-learn keeps your brand adaptable and innovative. The key is to start small, measure, and iterate—giving teams permission to try and fail is where breakthrough growth often comes from. Flexible, well-tracked experiments can open up untapped opportunities.
eCommerce Book Top Tip
- The Hidden Persuaders by Vance Packard
eCommerce Traffic Top Tip
- Look for discounted remnant above-the-line media. Buying last-minute unsold inventory (TV, outdoor, audio, print) directly from media owners can deliver massive reach at 70–90% off rate card, building trust and awareness far more cost-effectively than most brands realize.
Tool Top Tip
- Reduce distractions and automate repetitive tasks. Turn off non-essential notifications and use text shortcuts (like keyboard text replacement) for frequently used content. Also, master spreadsheet keyboard shortcuts to save significant time and boost daily productivity.
Carbon Top Tip
- Reduce shipment frequency to cut carbon and costs. Moving subscription orders from monthly to quarterly deliveries significantly lowers packaging and transport emissions. It also improves lifetime value by increasing customer retention and profitability.
Interview links
Related Episodes
- What Would You Do as Head of eCommerce tasked with massively improving operational efficiency? – with Jaime Hill (episode 570)
- What Would You Do to Tackle the Opportunity that is AI Chat and GEO? – with Miracle Inameti-Archibong (episode 578)
- What Would You Do If You Wanted to Grow Physical Store Sales in 2026? – with Melissa Moore (episode 581)
- What Would You Do if you were embarking on a replatform in 2026? – with James Gurd (episode 584)
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