Gymshark is doing gyms.
What’s happening: The UK-born activewear brand will open Gymshark Lifting Club in Miami’s Wynwood neighborhood this summer, marking its first dedicated fitness facility.
For the people. Born online and scaled through IRL connection, Gymshark is doubling down on community. Now valued at $1.45B, it’s accelerating behind a “We Do Gym” mantra touting its technical fitness expertise — notching a record £646M in sales last year.
Denting profits, it’s investing heavily in physical expansion, opening retail flagships in London, NYC, and Dubai that double as fitness and run crew hubs while partnering with DSG’s House of Sport for in-store activations.
In the 305. An informal scouting trip, the brand’s latest Lift weightlifting festival in Miami attracted 20K people, a confirmation for founder Ben Francis. Positioning Gymshark as “THE gym brand,” Lifting Club will be deeply integrated with the global business.
Selling sweat. With fitness as a cultural identity, activewear players have been circling the gym.
Getting in the game, Alo is scaling invite-only private gyms, lululemon is testing strength pop-ups, and Frasers Group is embedding Everlast Gyms and HYROX centers inside Sports Direct retail. Exiting for now, Nike Studios shuttered this spring amid operational challenges.
Looking ahead: Brick-and-mortar fitness isn’t easy, even for billion-dollar brands. With Gymshark’s relentless commitment to the gym faithful, Lifting Club is a venture it can’t afford to get wrong.
