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Gymshark is famous for its community, but until you see it in person, it\u2019s hard to grasp.<\/p>\n
This was the brand\u2019s 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.<\/p>\n
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On the way to the venue, attendees wasted no time striking up conversations and making friends: \u201cAh, you must be going to Lift\u201d. \u201cLove the tee!\u201d \u201cWho are you most excited to see?\u201d<\/p>\n
Stepping off, Drumsheds loomed in the distance, flanked by a massive queue. It felt like stepping into a festival \u2014 phones lifted high, music pumping, crowds surging.<\/p>\n
Once inside, all anyone could hear was the sound of Gymshark\u2019s 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.<\/p>\n
After soaking in the scene, I sat down with Mack to talk through the brand\u2019s global ambitions, the We Do Gym platform, and the culture behind Lift.<\/p>\n
Breaking barriers with Lift<\/h5>\n
For those who don\u2019t know \u2013 Lift isn\u2019t a trade show or a standard fitness expo. It\u2019s Gymshark\u2019s 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.<\/p>\n
You might assume Lift is just a massive spectacle, but it\u2019s actually a showcase of community.<\/p>\n
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 \u2014 a space with unexpected touches like a pub, a nail salon and a tattoo parlour \u2014 turn it into a playground for every kind of fitness enthusiast.<\/p>\n
There\u2019s a Gymshark store with exclusive merch, live Barry\u2019s 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\u2019s all free.<\/p>\n
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.<\/p>\n
Bringing Lift to London for the first time was a milestone. Mack recalls that after Miami\u2019s 10,000-strong crowd, he wasn\u2019t sure the UK could match it.<\/p>\n
\u201cI mistakenly thought we wouldn\u2019t have the same energy as the American events,\u201d he admits. \u201cBut the crowd was insane. It really shows that gym culture transcends borders, it\u2019s about whether you lift and count your macros.\u201d<\/p>\n
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Planning for capacity in such a huge venue wasn\u2019t straightforward.<\/p>\n
\u201cWe built it for the number we thought we could get, but we weren\u2019t entirely sure. It\u2019s always better to over-forecast, otherwise people end up waiting in the cold or rain.\u201d<\/p>\n
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:<\/p>\n
\u201cIf you can see it, you can be it,\u201d Mack says.<\/p>\n
From grassroots athletes to international stars, across body types, abilities, and backgrounds, Lift offers something for everyone, whether that\u2019s participating in a workshop, learning new skills or simply finding a space where they feel part of the Gymshark community.<\/p>\n
We do Gym, the Gymshark way<\/h5>\n
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.<\/p>\n
Mack says the move was about clarity:<\/p>\n
\u201cEveryone else seemed to be converging on athleisure. We drew a line in the sand \u2014 We Do Gym. It\u2019s about being authentic and true to who we are.\u201d<\/p>\n
The platform isn\u2019t just a slogan. It\u2019s 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.<\/p>\n
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Through a global campaign, Gymshark highlights the realities of lifting culture \u2014 from pre-workout rituals, to chicken, rice and broccoli dinners \u2014 communicating in a language the community immediately recognises.<\/p>\n
For Mack, this is about more than marketing; it\u2019s about respect and authenticity. He compares Gymshark\u2019s positioning to heritage brands like Land Rover and North Face:<\/p>\n
\u201cThey are respected because they are clear about what they do. We want that same respect in fitness.\u201d<\/p>\n
From online to the world: Stores that bring Gymshark to life<\/h5>\n
Physical retail complements Gymshark\u2019s 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.<\/p>\n
Mack reflects on the impact of these spaces: \u201cThe 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.\u201d<\/p>\n
Dubai\u2019s market is a prime example. \u201cSpecifically, Dubai\u2019s 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 \u2014 Dubai tripled overnight,\u201d Mack explains.<\/p>\n
The New York flagship at 11 Bond Street will span 13,000 sq ft across four floors, hosting events, hangouts and training studios.<\/p>\n
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\u201cHaving a permanent location allows our community to train, shop and hang out \u2014 it elevates the experience,\u201d he says.<\/p>\n
Observing the London event, it\u2019s clear that these physical activations, combined with immersive events like Lift, reinforce Gymshark\u2019s brand promise, bridging online presence with real-world engagement.<\/p>\n
\u201cWe\u2019ve always been about community,\u201d he adds. \u201cGetting out into the world and connecting with our community has been paramount to the brand\u2019s success from day one.\u201d<\/p>\n
Mack also teases that the expansion isn\u2019t stopping with New York:<\/p>\n
\u201cWe\u2019ve got something else exciting in the pipeline not long after, which I can\u2019t talk about just yet.\u201d<\/p>\n
Never feeling done<\/h5>\n
When asked if he\u2019s ever had a \u201cmade it\u201d moment \u2014 a point where he could look at Gymshark and think, we\u2019ve done it \u2014 Mack laughs:<\/p>\n
\u201cI\u2019ve never once felt like we did it, we\u2019re done. There\u2019s always another challenge, another way to push the brand. It\u2019s like the Homer Simpson episode where he climbs the mountain \u2014 we\u2019re still climbing.\u201d<\/p>\n
This philosophy drives every Gymshark initiative, from global campaigns to immersive events like Lift.<\/p>\n
\u201cAs long as there\u2019s a challenge, whether it\u2019s reaching Nike-level scale or opening the next flagship, we keep pushing,\u201d Mack adds.<\/p>\n
The mindset extends beyond business metrics. For him, it isn\u2019t work, it\u2019s a passion.<\/p>\n
\u201cI don\u2019t 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?\u201d<\/p>\n
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.<\/p>\n
\u201cThat\u2019s a true anecdote. It\u2019s unique to us. We could never move away from that.\u201d<\/p>\n
This relentless drive is part of what keeps Gymshark evolving.<\/p>\n
\u201cI\u2019ve joked on many a podcast to say, don\u2019t tell Ben (Francis), but I would do this job for free. As long as I feel like that, I don\u2019t think I\u2019ll ever feel like I\u2019m done,\u201d Mack says.<\/p>\n
From the moment you step into Lift to seeing Gymshark\u2019s global ambitions unfold, it\u2019s clear the brand isn\u2019t just selling gymwear \u2014 it\u2019s building a movement.<\/p>\n
Whether it\u2019s 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.<\/p>\n
As Mack puts it, there\u2019s no \u201cdone\u201d moment here, just another mountain to climb, and another way to lift the culture forward.<\/p>\n