Everlast Fitness Clubs

What Everlast Fitness Clubs does

Everlast Fitness Clubs operates a chain of 50+ owned-and-operated fitness clubs across the United Kingdom (England, Scotland, Wales, Northern Ireland) and the Republic of Ireland, with recent openings in Dublin and Manchester Trafford. The legal and operating entity is SportsDirect Fitness.com Ltd., a private UK company. The chain serves individual consumers aged 16 and above through recurring monthly or annual gym memberships, single-visit day passes, and personal training sessions, alongside dedicated student and corporate membership programs.

The core product surface combines physical gym facilities, instructor-led group training classes, personal training, and aquatic amenities (pool areas). A distinguishing feature is the HYROX Performance Center designation across multiple locations, providing specialized equipment including HYROX Perform Turf areas and Olympic Lifting Platforms targeted at functional and competitive fitness users. Group training is offered across beginner to advanced levels and is positioned as a core engagement mechanism, with personal training provided by certified trainers for individual goals (strength, weight loss, fitness improvement).

The business model is primarily subscription-based recurring revenue from memberships, supplemented by one-time day pass sales and personal training upsells. Customer acquisition is direct-to-consumer through the website (everlastgyms.com), with promotional pricing (£10 until September; 50% off first day pass with complimentary coffee), email registration for offers, organic social campaigns under the #GREATNESSWITHIN hashtag, and a B2B corporate membership channel targeting businesses for employee wellness programs. The chain operates under the legacy Everlast brand and is associated in marketing materials with Myprotein Clothing as a brand partner.

Name

Everlast Fitness Clubs

Legal name

SportsDirect Fitness.com Ltd.

Website

https://everlastfitnessclubs.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Everlast Fitness Clubs operates 50+ owned gym locations across the UK and Ireland, offering memberships, group training, personal training, and day passes to consumers aged 16+, with a specialized HYROX Performance Center sub-brand and corporate membership channel.

Ownership category

akta.pro rank

Product category

Health and Fitness Clubs

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Strength & Conditioning Bootcamps (HSADABAB)

Keywords

• Fitness club operations
• Gym memberships
• Personal training services
• Group fitness classes
• Corporate wellness programs

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices58 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Gym Membership Subscriptions: Recurring membership fees providing full access to gym facilities, group training classes, and pool areas. Available for individuals aged 16+. Billed on monthly or annual basis.
2. Day Pass Sales: One-time access passes allowing non-members to experience gym facilities, group training, and pool areas. Often offered at promotional rates (e.g., 50% off first day pass).
3. Personal Training Sessions: One-on-one training sessions with certified personal trainers to help members achieve specific fitness goals including improving fitness, building strength, or losing weight.
4. Corporate Memberships: B2B membership packages offered to businesses for their employees, providing access to gym facilities under corporate agreements.
5. Student Memberships: Discounted membership programs specifically designed for students.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Everlast Fitness Clubs operates a chain of fitness clubs across the UK and Ireland, selling recurring gym memberships that grant access to fitness equipment, instructor-led group training classes, and pool areas. Offerings include personal training sessions, day passes for trial visitors, discounted student memberships, and B2B corporate membership packages, with select locations operating as HYROX Performance Centers equipped with specialized functional fitness and Olympic lifting infrastructure.

Product overview

Everlast Fitness Clubs operates a multi-location gym chain offering a unified fitness platform with several interconnected products and services. The core offering consists of gym facilities with full membership access, supplemented by Group Training classes (instructor-led sessions including HYROX training) and Personal Training (one-on-one certified trainer sessions). Additional products include Day Pass for casual visitors, Student Membership for discounted access, and Corporate Memberships for business wellness programs. Some locations are designated as HYROX Performance Centers, providing specialized equipment for functional fitness training. The company runs a single unified brand across 50+ UK and Ireland locations.

Differentiator

Problem solved

Functional benefit

Brands

• HYROX Performance Centers: Designated fitness centers featuring HYROX Perform Turf and HYROX group training classes

Products and services

• Group Training

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• HYROXcoreStrategic or Co-development PartnerEverlast Gyms operates designated HYROX Performance Centers featuring specialized HYROX Perform Turf equipment. The partnership positions Everlast as a preferred training venue for HYROX fitness events and competitions. The gym offers dedicated HYROX group training classes and has integrated HYROX-specific equipment across multiple locations.
• Myprotein ClothingminorGTM or Marketing PartnerMyprotein Clothing is featured in gym marketing materials and class photography on the Everlast website. Models wearing Myprotein Clothing are shown during group training and personal training sessions, suggesting a brand partnership or sponsorship arrangement for marketing content.
• SportsDirect Fitness.com Ltd.coreOthersSportsDirect Fitness.com Ltd. is the parent company operating the Everlast Gyms brand. The copyright notice on the website lists SportsDirect Fitness.com Ltd. as the operating entity.

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• The Gym Group: London-listed low-cost gym operator with 200+ UK sites. Direct competitor serving the same budget-conscious consumer segment with 24/7 access and group fitness classes.
• David Lloyd Leisure: UK premium health club chain with 100+ sites offering pools, racquet sports, and family amenities. Comparable to Everlast's pool-equipped locations but at a higher price point.
• Nuffield Health: UK not-for-profit health and wellbeing operator with 100+ sites. Comparable multi-site gym and pool operator with corporate wellness programs and personal training offerings.
• PureGym: UK's largest low-cost gym chain with 600+ locations. Direct competitor to Everlast in the budget membership segment, with similar high-volume, multi-site operating model and group training offerings.
• JD Gyms: UK gym chain owned by JD Sports/Frasers Group (sister brand to Everlast's parent SportsDirect). Operates 100+ locations with similar budget positioning and group class offerings.
• Fitness First: Mid-premium UK gym chain with group training and personal training focus. Comparable to Everlast's model emphasizing group classes, PT services, and urban/suburban locations.
• Total Fitness: UK mid-market health club chain with pools, group exercise, and family-focused facilities. Similar offering profile to Everlast with comparable membership-based recurring revenue model.
• Anytime Fitness: Global 24/7 franchise gym chain with significant UK presence. Direct competitor in the accessible membership segment with similar geographic footprint strategy.

Regional players

• Better (GLL): UK's largest leisure trust operating 400+ facilities on behalf of local authorities. Comparable as a multi-site fitness operator with pools and group training, though often public-sector affiliated.

Emerging players

• HYROX: Global fitness race organizer that serves as Everlast's strategic partner. Connected through Everlast's designation as HYROX Performance Centers, driving specialized training demand.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/everlast-fitness-clubs

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Everlast Fitness Clubs