Gymshark is famous for its community, but until you see it in person, it’s hard to grasp.
This was the brand’s first Lift event in London and the energy was impossible to ignore. As I stepped onto the platform, everywhere I looked, people were head-to-toe in Gymshark, buzzing with excitement.
On the way to the venue, attendees wasted no time striking up conversations and making friends: “Ah, you must be going to Lift”. “Love the tee!” “Who are you most excited to see?”
Stepping off, Drumsheds loomed in the distance, flanked by a massive queue. It felt like stepping into a festival — phones lifted high, music pumping, crowds surging.
Once inside, all anyone could hear was the sound of Gymshark’s very own chief brand officer Noel Mack on the mic as he walked out alongside Chris Bumstead AKA CBUM to thousands of screaming fans, it was like walking into a boxing match: the energy hit instantly.
After soaking in the scene, I sat down with Mack to talk through the brand’s global ambitions, the We Do Gym platform, and the culture behind Lift.
Breaking barriers with Lift
For those who don’t know – Lift isn’t a trade show or a standard fitness expo. It’s Gymshark’s own large-scale festival; part workout arena, part community gathering, part retail experiment. The aim is to collapse the distance between the brand, its athletes and its fans, creating a space where gym culture takes centre stage.
You might assume Lift is just a massive spectacle, but it’s actually a showcase of community.
The venue, Drumsheds in North London, is enormous, known for hosting raves, concerts, and large-scale events, it can hold thousands of people under one roof. Two floors of hybrid training zones, PR cages, and The Street — a space with unexpected touches like a pub, a nail salon and a tattoo parlour — turn it into a playground for every kind of fitness enthusiast.
There’s a Gymshark store with exclusive merch, live Barry’s workouts, athlete meet-and-greets with stars like Whitney Simmons and CBum, and workshops where attendees can test their limits or simply soak up the energy. And yes, it’s all free.
Lift first came to the UK post-Covid in Manchester, welcoming almost 5,000 attendees over a weekend. That record was smashed in Miami in February, with over 10,000 people attending. Lift:London was on another level entirely: 13,400 people, with thousands flooding through the doors in the first 90 minutes alone.
Bringing Lift to London for the first time was a milestone. Mack recalls that after Miami’s 10,000-strong crowd, he wasn’t sure the UK could match it.
“I mistakenly thought we wouldn’t have the same energy as the American events,” he admits. “But the crowd was insane. It really shows that gym culture transcends borders, it’s about whether you lift and count your macros.”
Planning for capacity in such a huge venue wasn’t straightforward.
“We built it for the number we thought we could get, but we weren’t entirely sure. It’s always better to over-forecast, otherwise people end up waiting in the cold or rain.”
Lift balances spectacle with inclusivity. Quiet zones cater to newcomers or those exploring modesty in fitness, while big stages showcase bodybuilding champions.Representation is central to the event:
“If you can see it, you can be it,” Mack says.
From grassroots athletes to international stars, across body types, abilities, and backgrounds, Lift offers something for everyone, whether that’s participating in a workshop, learning new skills or simply finding a space where they feel part of the Gymshark community.
We do Gym, the Gymshark way
The activewear giant has always been a gym-first brand, but in June this year it formally doubled-down on that identity with the We Do Gym platform.
Mack says the move was about clarity:
“Everyone else seemed to be converging on athleisure. We drew a line in the sand — We Do Gym. It’s about being authentic and true to who we are.”
The platform isn’t just a slogan. It’s a statement of purpose, reintroducing Gymshark as the brand for serious gym-goers and separating it from the growing crowd of athleisure and sportswear players.
Through a global campaign, Gymshark highlights the realities of lifting culture — from pre-workout rituals, to chicken, rice and broccoli dinners — communicating in a language the community immediately recognises.
For Mack, this is about more than marketing; it’s about respect and authenticity. He compares Gymshark’s positioning to heritage brands like Land Rover and North Face:
“They are respected because they are clear about what they do. We want that same respect in fitness.”
From online to the world: Stores that bring Gymshark to life
Physical retail complements Gymshark’s community-first strategy, bringing the brand to life beyond screens. The company currently has stores in London and Dubai, with a New York flagship planned for later this year.
Mack reflects on the impact of these spaces: “The moment people could experience Gymshark IRL, our business there [Dubai] tripled overnight. The market was underserved, and it really shows the value of bringing the brand to life physically.”
Dubai’s market is a prime example. “Specifically, Dubai’s e-commerce penetration is nowhere near as high. They like going into stores, into malls and shops. So, while we were playing a very UK/US-centric game, the second we opened a store, crazy — Dubai tripled overnight,” Mack explains.
The New York flagship at 11 Bond Street will span 13,000 sq ft across four floors, hosting events, hangouts and training studios.
“Having a permanent location allows our community to train, shop and hang out — it elevates the experience,” he says.
Observing the London event, it’s clear that these physical activations, combined with immersive events like Lift, reinforce Gymshark’s brand promise, bridging online presence with real-world engagement.
“We’ve always been about community,” he adds. “Getting out into the world and connecting with our community has been paramount to the brand’s success from day one.”
Mack also teases that the expansion isn’t stopping with New York:
“We’ve got something else exciting in the pipeline not long after, which I can’t talk about just yet.”
Never feeling done
When asked if he’s ever had a “made it” moment — a point where he could look at Gymshark and think, we’ve done it — Mack laughs:
“I’ve never once felt like we did it, we’re done. There’s always another challenge, another way to push the brand. It’s like the Homer Simpson episode where he climbs the mountain — we’re still climbing.”
This philosophy drives every Gymshark initiative, from global campaigns to immersive events like Lift.
“As long as there’s a challenge, whether it’s reaching Nike-level scale or opening the next flagship, we keep pushing,” Mack adds.
The mindset extends beyond business metrics. For him, it isn’t work, it’s a passion.
“I don’t really see this as a job or a career. I love the people I work with. I love what we do. Why would you ever think you were done with that?”
Even as Gymshark expands globally, the focus remains on the community and the experience. Mack recalls seeing lifelong friendships form at events, people training together for years, and even Gymshark tattoos inspired by the brand.
“That’s a true anecdote. It’s unique to us. We could never move away from that.”
This relentless drive is part of what keeps Gymshark evolving.
“I’ve joked on many a podcast to say, don’t tell Ben (Francis), but I would do this job for free. As long as I feel like that, I don’t think I’ll ever feel like I’m done,” Mack says.
From the moment you step into Lift to seeing Gymshark’s global ambitions unfold, it’s clear the brand isn’t just selling gymwear — it’s building a movement.
Whether it’s pushing the boundaries of live events, staying true to the We Do Gym ethos, or bringing communities together across London, Dubai, and soon New York, Gymshark thrives on challenge, authenticity, and connection.
As Mack puts it, there’s no “done” moment here, just another mountain to climb, and another way to lift the culture forward.
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