Gymshark has officially landed in Central Europe, opening two permanent spaces in sports retailer Engelhorn and department store Breuninger.
Founder and CEO Ben Francis crossed the border to scope out both destinations following the launch of the activewear brand’s Amsterdam store last year.
It seems they proved a strong fit, as for the first time, Gymshark’s community in Germany will be able to refresh their workout wardrobe in the flesh.
“The fitness scene in Germany is absolutely booming,” said Chief Brand Officer Noel Mack.
“More and more people are getting into the gym, whether it’s lifting, running or hybrid training. We are the brand that help people look good and feel good on their fitness journey.
“We’ve always had an amazing community in Germany, so it’s so cool that we can bring our products to Breuninger and Engelhorn, so they can try it all out in real life.”
Until now, German Gymshark fans had been limited to shopping via the brand’s online store.
That’s something Gymshark has been working hard to change across multiple continents through the staggered opening of bricks-and-mortar retail locations.
Since 2022, the company has launched hubs in London, Manchester, Dubai, New York and, of course, Amsterdam.
It’s all part of Gymshark’s plan to establish an omnichannel presence, giving its community the chance to engage with the brand away from the digital realm.
Located in Engelhorn, Mannheim, and Breuninger’s Stuttgart base, Gymshark’s latest offerings span 150 square metres and 100 square metres respectively.
Both debuted last weekend, planting two new flags on the brand’s global map.
Part of the Gymshark DNA
Speaking last year, Francis said Germany played a leading role in Gymshark’s fairytale success story.
“Growing up, we spent loads of time in Germany. Mostly in Cologne, because we were obviously at the FIBO expo,” he explained.
“One of the first Gymshark athletes, Alon Gabbay, was German.
“So Germany has long had a really important part in the Gymshark story. And anyone that’s spent any time in Germany will know the fitness and bodybuilding scene here is huge. It’s absolutely huge.
“It’s a wonderful country… and it’s long been a massive supporter of the business and brand.
“Being more relevant locally and, I guess, in the right places is really important to us – especially as we want to build our business into a globally iconic brand.
“You have to be really relevant in all of the key countries that you sell in. And obviously Germany is a huge country for us.”
