Gymshark's Twitter Approach Is Full of Fun

British fitness apparel brand Gymshark knows that sometimes the best approach to community is laughter. Its main Twitter account is less focused on marketing activewear and more on bringing fans together with funny and relatable tweets. It now boasts a Twitter community of nearly 330,000 members, which grows steadily.

Cultivating a true community on Twitter is often tricky because the platform isn't as popular as it once was, but this brand has successfully drawn supporters in with cheeky, on-topic campaigns like live-tweeting the Superbowl or sharing a Monday motivation workout playlist.

The 33,000-plus-store multinational chain is a shining example of taking a grassroots community and transforming it into a global phenomenon. Every single person involved with Starbucks is united under its iconic siren logo. From farmers and suppliers to employees (referred to as...