Open for one month only, Gymshark has launched its first-ever retail-only store, after previously playing host to a series of pop-up events. 

Gymshark unveiled its first foray into bricks-and-mortar on Friday, with a pop-up store in Covent Garden, London, open until March 29.

A digital-native, the UK sportswear brand has become a household name since its launch in 2012, using the power of social media to sell statement gym clothing and create fitness communities.

With heavy bass music in the background, and an abundance of store associates on hand to give advice, the store is decorated minimally. It features white painted walls, white pipe hanging rails, and grey mannequins. In a refreshing nod to body positivity, the mannequins come in multiple shapes and sizes.

Digital screens around the store run through Gymshark advertisements and fitness tips, while the walls and changing room mirrors are adorned with motivational phrases. 

A ‘locker room’ area next to the changing rooms acts as a place to try on items such as hoodies quickly.

The matching sets of gymwear are organised by colour and collection. Each week the store is open will also see the stock refreshed with new releases and exclusive colourways. 

The store is also running a series of free fitness classes in partnership with Gymbox, offering 16 unique workouts such as battle ropes, kettlebells and sandbags and 30-minute HIIT classes.

Unlike other Gymshark pop-up events, the store is not ticketed with the exception of the in-store fitness classes, which require online registration.

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