The emergence of TikTok Shop as the next frontier in e-commerce wasn’t on many people’s bingo cards.
What started as a platform for sharing memes, dance challenges, and humorous skits has evolved into one of the most powerful tools for selling online.
According to Statista, TikTok Shop’s gross merchandise value (GMV) has boomed from circa $1 billion in 2021 to an eye-watering $33 billion in 2024.
That sharp rise hasn’t escaped the notice of the biggest brands in health and fitness. When leveraged correctly, TikTok Shop can be a goldmine for businesses looking to expand their reach and drive sales.
Global sports nutrition heavyweight Grenade was keen to do just that. The protein bar specialist approached Gymfluencers — the UK’s leading TikTok Shop agency — to bolster its presence on the app.
Backed by a specialist team of TikTok experts, Gymfluencers was ideally placed to optimise everything from Grenade’s back-end setup, affiliate scheme, and product offering to its organic reach and live schedule.
In this Grenade TikTok Shop case study, we’ll break down how Gymfluencers grew Grenade’s revenue on the platform by 1,109% in the first month, taking an already global brand to new heights.
Grenade exploded onto the sports nutrition scene in 2010. Founded by Alan and Juliet Barratt, its mission was simple yet ambitious: create an iconic weight-loss supplement and become the go-to face of clean fuel.
Its first product, a fat burner fittingly dubbed the Thermo Detonator, was so effective that a friend described it as “like a Grenade”.
The name stuck, and that Thermo Detonator proved the big bang for the brand’s rapid expansion. Today, Grenade is available in over 80 countries worldwide, proudly proclaiming a multi-award-winning product range.
The jewel of that offering is undoubtedly its Carb Killa protein bars — an iconic snack available in several beloved flavours, including the hugely popular OREO collaboration.
Stocked in supermarkets and convenience stores worldwide, Grenade’s protein bar is the benchmark of functional snacking and very much a category leader.
Buoyed by the success of its not-so-naughty treats, the brand’s impressive roster now features protein powders, apparel, protein spreads, pre-workout, and more.
Before we dive into our Grenade TikTok Shop case study, let’s explore why brands of Grenade’s calibre are so eager to succeed on the platform.
There are myriad factors behind TikTok Shop’s meteoric rise in e-commerce, but we’ve distilled them down to five key pillars:
TikTok Shop is unique compared with other marketing channels in that it’s not search-led. People can, of course, still look for their favourite brand’s profile.
However, in most instances, TikTok’s unique path of algorithmic discovery brings the audience to you. Products find people, not the other way around.
While users scroll on their For You page, they’ll come across lives and posts with instant-access links to TikTok Shop.
That potential can be amplified by feeding the algorithm what it craves: trending audio, interactions, and positive shop scores.
It’s a rarity in marketing, and brands are reaping the rewards.
Modern attention spans are short, and too much hopping around can spell trouble for conversion rates. TikTok Shop’s formula of watch > want > buy in one tap removes friction at checkout.
It’s a seamless path that makes online buying simple and far more frequent.
TikTok Shop’s live feature is one of the most effective tools for driving sales and building consumer trust. It’s essentially Generation Z’s answer to the shopping channels that dominated TV in the 1980s — only far more interactive.
Hosts demo the product, answer questions, and react to audience requests, often pushing limited drops.
The experience is impulse-optimised. Skilled presenters can deliver high-energy lives that generate urgency, prompting customers to shop en masse.
Beyond sales, TikTok lives allow presenters to build trust and brand connection by delivering educational-style content that short-form videos can’t always achieve.
TikTok Shop’s engine is people. Products are sold through creators who already hold attention and credibility with their audiences.
Their recommendation feels less like a pitch and more like advice from someone you “know”, thanks to parasocial trust built through months of daily content.
This pre-existing relationship acts as live social proof in real time — if they use it, it must work.
And because these pitches are delivered natively in the feed format (with the same framing, rhythm, humour, and camera language as regular TikToks), they blend into the entertainment stream rather than feeling like a break from it.
The result is a buying experience that nails social first, transactional second — which is why conversion rates are unusually high.
Brands can bundle products, offer exclusive deals, or provide perks like free shipping and flash sales during lives.
TikTok may also subsidise further savings to encourage app users to shop via the platform. Competing with global e-commerce giants like Amazon, as well as the selling brand’s own website, TikTok Shop creates an oasis of unbeatable prices.
Creators can also earn affiliate revenue directly through TikTok Shop, generating waves of feed-filling content, all pointing toward one profitable destination.
When tasked with solidifying Grenade as a leading brand on TikTok, Gymfluencers took a full-spectrum approach to make the sports nutrition giant truly unmissable.
With Gymfluencers’ 360° support, Grenade soon saw incredible results. Within the first 30 days, TikTok Shop revenue climbed 1,109% versus the previous month.
Lives accounted for a staggering 60% of that growth, all achieved organically and without any ad spend.
Month two saw another revenue increase, with Gymfluencers continuing the upward trajectory and adding 5% month-on-month. Lives and affiliates again contributed over 50% of total earnings.
Other key milestones included Grenade’s OREO four-pack reaching the UK’s top three viral products on TikTok Shop — a remarkable accomplishment.
Through day-to-day management, evidence-driven product suggestions, and closely aligned collaboration, Grenade leapt from the chasing pack to a clear frontrunner.
Operating across several niches — from health and fitness to beauty (and even pets) — Gymfluencers is the TikTok Shop agency of choice for conquering feeds.
Our Grenade TikTok Shop case study proves that with 20+ industry experts offering round-the-clock support, even the biggest brands have room to grow.
If you’re looking to crack TikTok and see real results — not excuses — book a discovery call today. Virality awaits.
We are a multi-agency influencer marketing group helping brands across all niches be seen. From health and fitness to beauty (and even pets), our team of industry experts is primed and ready to make your business unmissable. We activate fast because we care. From day one, we begin filling feeds with best-in-class content. How? With a unique network of 12,000+ creators, efficiency-first systems, and a relentless focus on delivering results.
Fast-moving brands need fast teams. That’s why we’ve built a collective of 20+ experts, each with their own specialism. Our services span UGC, Affiliate Marketing, Influencer Marketing, Mass Gifting Campaigns, PR, TikTok Shop Creation & Management, Graphic Design, and Video Editing. The best part? You can tap into everything with Full Management, or hand-pick the services that suit your goals.
In short — yes. We’ve delivered over 1,000 campaigns and generated more than £5 million in client revenue along the way. Our systems are built for speed and impact, because results matter. Whether you’re an established brand or a rising disruptor, you’ll get the same unrivalled treatment.
Yes — our packages range from Full Management to Mass Gifting, TikTok Shop, and PR-only options. We’re built to deliver exactly what you need, when you need it. Every package works on a pay-as-you-go basis, cutting lead times and accelerating results.
Absolutely. We’ve produced scroll-stopping content for industry leaders like Candy Kittens, HelloFresh, Jimmy’s Iced Coffee, Victoria’s Secret, Hunter & Gather, and more. Want to see what our experts could do for your brand? Book a discovery call today.
At the Fluencers Group, we don’t believe in creating barriers where there shouldn’t be any. Book a discovery call today and have our team by your side to drive your brand to success from day one. No gridlock. No delays. No lost time.
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