By now, we’re all accustomed to technology’s complete infiltration of the fitness industry, from smart bikes to group fitness booking apps to wearables that meticulously track our personal stats. If you have a health and fitness goal, there is a gadget, a platform and digital experience to help you achieve it.
But the innovation translates to businesses in the industry too, and EY Entrepreneur Of The Year™ 2023 Slovakia, Dalibor Cicman, founder of GymBeam and YPO member, is taking full advantage of it. He leveraged his expertise, his relentless drive for excellence and his keen eye for emerging trends to set a new standard for customer experience and business growth in the e-commerce fitness sector.
As a result, GymBeam sits firmly at the forefront of Europe’s health and fitness market and is a leading provider of sports nutrition, supplements, gym accessories and fitness apparel on the continent.
Programming prodigy to international entrepreneur
Cicman’s entrepreneurial journey began at computer camp as a child. He took quickly to programming languages and was coding full websites as a 12-year-old. By 2002, at just 15, he began programming websites for profit, also learning web development, web analytics, digital marketing and how to manage IT teams.
In 2003, he founded his first e-commerce project, EMI.sk, a pioneer of the direct-to-consumer (DTC) business model in Central Europe. While running EMI.sk during that decade, he launched other digital companies, some of which failed but others that succeeded.
In 2014, Cicman exited EMI.sk, by then a mid-sized enterprise with 50 full-time employees and a gross merchandising value (GMV) of EUR5 million, and started GymBeam, expanding it into the Czech and Hungarian markets within its first year.
Making global gains
Under Cicman’s leadership, GymBeam has experienced remarkable growth and expansion over the years. In 2017, the company achieved a GMV of EUR12 million and relocated to a new 8,000-square-meter (2 acres) warehouse. By 2018, the company reached 1 million customers. The following year, GymBeam secured a EUR6 million investment — the largest e-commerce investment in Slovakia — and saw GMV climb to EUR24 million. The growth continued in 2020 with an expansion into Austria, Switzerland, Poland, Germany and Greece. In 2023, the company achieved an impressive GMV of EUR175 million, establishing local teams in 16 European countries.
“Managing this rapid growth and diverse supply chains became increasingly complex. To address this, we implemented a robust data-driven strategy that allowed us to optimize operations and make informed decisions,” he says.
Cicman also credits the insourcing of the development of their operational software such as CRM systems for truly giving them a competitive advantage.
“In the early stages of the business, my academic background and business acumen played a crucial role,” he says. “Leveraging data was a foundational strategy. My technical background helped us implement new technologies effectively, not just following market standards but identifying the most advantageous technology for the company each year.”
Setting high standards
As the company grew, Cicman’s biggest challenge was maintaining his high standards and the company’s core values, one of which is sustainability. The company meticulously tracks waste production, water and energy consumption, and carbon dioxide emissions through ESG reporting. In 2023, GymBeam reduced carbon emissions by 36% over 2022, decreased water consumption by 21%, and reduced energy use by 10%, all while growing the company by 66%.
Cicman also invested heavily in talent development and technology to streamline processes to keep up with the company’s growth, focusing specifically on his hometown of Košice, Slovakia.
“Building the company in a small city meant hiring many graduates and young professionals, and we have consistently invested in their education and development through regular training programs, mentoring and workshops,” he says. “This focus on team development has been instrumental in our success.”
Throughout their international growth, he and his team have been steadfast in making sure their technological prowess is felt by their customers too.
For example: after detailed data analysis of customer search patterns and preferences, they recognized a need to offer a more comprehensive range of fitness essentials. So GymBeam expanded its product line to include gym accessories and clothing.
And as they’ve expanded their range of products, it’s been easier for GymBeam to attract new customers and boost their brand awareness–making them the go-to destination for fitness enthusiasts.
Another data-driven innovation ties back into their sustainability values: Their private brand, VanaVita, offers bio-certified products in biodegradable packaging. This approach minimizes their environmental impact and sets a high standard for sustainability in the industry.
“Today, we focus on innovating primarily to enhance the user experience with our physical products,” he says. “As a digital-first company, with almost all our revenue coming from online sales, we have the flexibility to develop products tailored for the online market, allowing us to introduce numerous innovations.”
YPO is proud to collaborate with EY, its Strategic Learning Adviser, to help global leaders drive innovation, accelerate growth and create long-term value. Learn from the successes of thousands of the world’s fastest-growing entrepreneurs and realize your ambition faster. Consider nominating yourself or a fellow entrepreneur for EY Entrepreneur Of The Year.
