As Dubai cements itself as a global fitness capital, Gymshark is stepping in with a distinct vision that goes beyond sportswear and athleisure. Rooted in its brand platform, WE DO GYM, the company aims to be the definitive brand for gymgoers, whether they’re lifting for the first time or breaking personal records. Recognizing a gap in the market for a brand that truly represents the gym community, Gymshark is committed to creating high-quality, functional, and stylish apparel tailored for serious training. With gyms popping up across the region and fitness culture at an all-time high, the brand is poised to be the go-to name for those who see the gym as more than just a workout space—it’s a lifestyle.
How does Gymshark plan to differentiate itself in a market with a growing interest in fitness and athleisure? Are there any specific gaps in the market you’re looking to fill?
When I first visited Dubai a few years back, the appetite for fitness and, specifically, the gym was plain to see. That has only increased in recent years, with gyms popping up on every corner. We don’t see ourselves as a sports brand or an athleisure brand. We are a gym brand, and that’s echoed in our brand platform, WE DO GYM. We strongly believe a gap exists for a brand to represent the gymgoer, whether once or seven times a week. And we think we are that brand.
How do cultural and lifestyle trends in Dubai and in the Region align with Gymshark’s brand values and mission? Did these factors influence the store’s design or product offerings?
As a global hub for people from all around the world, community is so important as many people do not have families around them. It is essential to create a space where people can connect with like-minded people, socialise and be themselves. The energy in the city is electric, and people are full of positivity, ambition and dynamism, which reflects the Gymshark DNA.
The athleisure trend has exploded globally. How does Gymshark stay ahead in such a competitive market? What innovations or strategies have helped Gymshark remain a leader in this space?
We’ve always sought to strike that balance of excellent quality gymwear that holds up and makes you look and feel great but at an affordable price. I think our WE DO GYM proposition really does set us apart from the rest. Much like the way that, if you were going to go mountaineering, you’d wear The North Face or if you were going to go offroading, you’d drive a Land Rover, we are saying, if you want to go to the gym, we are the brand for you. No-one else is really doing that.
Do you see any specific preferences or trends within the Middle Eastern market when it comes to athleisure? How do these preferences compare to those in other regions?
You definitely need fabrics that absorb sweat and are breathable due to the intense climate in the region. That being said, for two months in the year, when the temperature drops to the 20s, everyone is grabbing hoodies and jackets.
There is also a strong offering of women-only gyms and classes in the Middle East, allowing for privacy when training. Our modest ranges cater to many of the women in the region and allow them to feel comfortable and confident in any environment. The feedback from the women attending the Leana Deeb workout was incredibly positive and appreciative of Gymshark catering to this need.
What makes the Dubai flagship store unique compared to other Gymshark locations worldwide? Are there any exclusive services, designs, or products customers can expect?
When we were designing the store, we wanted to combine a couple of things. The Dubai Mall is our third permanent location (following two in London), so we wanted to ensure a bit of consistency so that you know you are in a Gymshark store with the aesthetic and destination zones. However, we also absolutely wanted to give Dubai its own uniqueness, which is why you will find exclusive merchandise solely for the Middle Eastern market here.
Sustainability is a growing concern in the fashion and athleisure industry. How is Gymshark addressing this? Are there any sustainable initiatives or products launching with the Dubai store?
Rather than focus on sole initiatives or products, Gymshark focuses on sustainability holistically, from Supply Chain to Squat Rack. For us this means producing great purpose driven product, made from quality and where possible sustainable materials. To ensure that when you buy Gymshark products with the knowledge and confidence that it’s produced in a supply chain that respects workers’ rights and their local environments.
We’ve been working hard in the last few years to develop and implement our Sustainability strategy, and we’re incredibly excited to release our Sustainability Report and Website in the coming months. On these, we can share more about what we’ve achieved so far and our plans for the future.
Dubai’s dynamic energy and community-driven spirit align seamlessly with Gymshark’s mission, influencing both its store design and product offerings. As a melting pot of cultures, the city fosters an environment where fitness is both a personal and social experience, making the need for high-performance, breathable, and stylish activewear more crucial than ever. The flagship store in Dubai Mall reflects this ethos, blending global consistency with regional exclusivity—offering unique merchandise tailored to the Middle Eastern market. From modest activewear catering to women in private gyms to sustainable materials that respect both performance and the environment, Gymshark is setting a new standard in fitness retail. With its holistic approach to sustainability and an unwavering focus on the gym community, the brand is not just keeping up with trends—it’s leading them.
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