Everlast Gyms Opens New UK Flagship

Everlast Gyms launched its new UK flagship at the Metrocentre in Gateshead, southwest of Newcastle.

What’s happening: The 37K-square-foot space is the 10th club revamp since the Frasers Group-owned chain embarked on its “elevation strategy” in 2021.

Combining premium amenities with a hybrid experience that merges big-box and boutique features, the company plans to refit its 55 existing sites while adding new upgraded locations.

What’s inside: Everlast covers mainstream staples and also taps into emerging trends across fitness, recovery and nutrition.

A vast gym floor features weights, cardio, resistance and functional spaces as well as a full-size boxing ring. Plus, its group training schedule spans boxing, HIIT, indoor cycling, strength and mind-body classes.

Catering to holistic wellness, saunas, ice baths and physio round out Everlast’s recovery offering, while its Flavore bar serves fresh smoothies and post-workout fuel.

Mix and Match

A chance to reset post-pandemic, blended fitness experiences are catching on, with TRIB3 debuting its boutique-in-gym concept. Doubling down, TRIB3 co-founder and Everlast Gyms managing director Dan Summerson said club-in-club raises the bar for the entire industry.

“We’re not just creating the ultimate destination for fitness, we’re building a community dedicated to training. We are shaking up and elevating the fitness industry to a new standard.”

Takeaway: Since embarking on its new direction, Everlast says it has seen a “significant and consistent growth in members” following each revamp. As other UK health clubs implement premiumisation amid rising demand for boutique fitness and recovery, Everlast Gyms’ high-end hybrid could secure retention where rivals can’t.