Everlast Gyms

What Everlast Gyms does

Everlast Gyms is a multi-location hybrid fitness operator running 60+ owned-and-operated gym facilities across the United Kingdom and the Republic of Ireland, operating under SportsDirect Fitness.com Ltd. as part of the SportsDirect/Frasers Group portfolio. The company is built on the heritage of the 1910-founded Everlast boxing brand and offers tiered monthly subscriptions (VIP Core, VIP Champion, VIP Champion Plus) starting from approximately £25/month and €40/month in Dublin, plus student and corporate variants, with 12-month minimum contracts on standard plans. Its product surface spans standard gym access, branded group training concepts (HAYMAKER boxing, HUSTLE powered by Nike Strength, Everlast Lifting Club, CRANKED, BREATHE, BACKBONE, APEX Arena), HYROX-certified Performance Centers with race-day simulation equipment, Reformer Pilates at 8 sites, swimming at 21 sites, personal training, MOVE onboarding packages, and VIP Recovery Suites with ice baths and saunas.

The underlying platform integrates third-party fitness technology — PerfectGym for membership management and class booking, MYZONE for heart rate tracking, InBody for body composition scanning, and the Centr app for HYROX programming — alongside nutrition partnerships with Myprotein Kitchen, Good Prep, and Gold Standard Nutrition. Go-to-market is primarily direct-to-consumer through the website and client portal with promotional acquisition levers (£10/month until September, €10 first month in Dublin, 50% off first day pass, 20% student discount, 10% corporate discount), supplemented by social video content and partner co-marketing with Nike Strength, Centr, Myprotein, and HYROX. The premium 'Everlast Gyms+' format, anchored on the UK's only official HYROX Performance Center designation, represents the company's principal differentiation and ARPU-expansion vehicle, with Dublin (2024) marking its first market beyond the UK and ongoing renovations (e.g., Gillingham) extending the format across the estate.

Name

Everlast Gyms

Legal name

SportsDirect Fitness.com Ltd.

Website

https://everlastgyms.com

Company type

Private

Founded year

1910

Operating status

Operating

Headcount range

251–500 employees

Short description

Everlast Gyms operates 60+ hybrid fitness facilities across the UK and Ireland under SportsDirect Fitness.com Ltd. (Frasers Group), offering tiered memberships, branded group training, HYROX Performance Centers, Reformer Pilates, and recovery amenities to consumer, student, and corporate segments.

Ownership category

akta.pro rank

Product category

Health and Fitness Clubs

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industries

Strength, Conditioning & Speed/Agility Training Facilities (MPAKAJAD), Strength & Conditioning Personal Training (HSADAAAB)

Keywords

• Gym memberships
• Group fitness classes
• HYROX performance training
• Reformer pilates studios
• Personal training services

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Gym Membership Subscriptions: Monthly recurring membership fees across tiered plans (VIP Core, VIP Champion, VIP Champion Plus) with 12-month minimum contract terms. Memberships provide gym access, group training classes, and tier-dependent premium features.
2. Day Passes: One-time day pass purchases for non-members to access gym facilities and classes, with first-time discount of 50% off.
3. Personal Training: One-to-one personal training sessions with certified trainers for personalized coaching and tailored training plans.
4. Premium Class Credits: Additional Reformer Pilates class credits available for purchase by Champion members; Champion Plus members receive 5 credits included monthly.
5. Corporate Memberships: Business-to-business corporate membership packages offering 10% discount and no joining fee for employee wellness programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Everlast Gyms operates a chain of 60+ fitness facilities across the UK and Ireland selling recurring monthly gym memberships that grant access to cardio and strength equipment, group training classes (HUSTLE powered by Nike Strength, HAYMAKER, CRANKED, BREATHE, BACKBONE, HYROX, APEX Arena), and tier-dependent premium amenities such as Reformer Pilates, HYROX Performance Centers, and VIP recovery suites with ice baths and saunas. Additional paid offerings include personal training, day passes, MOVE introductory packages, nutrition/coffee via on-site Myprotein Kitchen, swimming pool access, and discounted student and corporate memberships.

Product overview

Everlast Gyms operates as a multi-location fitness operator with over 60 gyms across the UK and Ireland, offering a hybrid fitness platform that combines standard gym access with structured group training programs and premium recovery services. The core offering consists of standard gym access memberships providing cardio, free weights, resistance machines, and functional training areas, supplemented by Group Training Classes (including branded programs like HUSTLE Nike Strength, Everlast Lifting Club, HYROX, Haymaker boxing, Cranked, and Breathe yoga). The company has developed specialized facilities including HYROX Performance Centers (official HYROX partnership with race-day simulation equipment), Reformer Pilates studios at 8 locations, and VIP Recovery Areas featuring ice baths and saunas. Additional services include Personal Training, swimming pools at 21 locations, MOVE introductory packages, and nutrition partnerships (Myprotein Kitchen, Good Prep, Gold Standard Nutrition). Technology integrations include MYZONE heart rate tracking, InBody body composition scanning, and Centr app access. The membership structure offers tiered options from VIP Core (basic gym access) through VIP Champion (priority booking, guest passes) to VIP Champion Plus (premium recovery and reformer credits), with specialized Student and Corporate membership programs. The company also offers flexible Day Passes for non-members.

Differentiator

Problem solved

Functional benefit

Brands

• Everlast Gyms+: Premium gym format offering enhanced facilities including reformer Pilates studios, HYROX performance centers, VIP recovery areas with ice baths and saunas, and Myprotein Kitchen food and beverage options.
• MOVE
• 1910 Zone
• HYROX Performance Center

Products and services

• Gym Access (Standard Membership) Full access to cardio equipment, free weights, resistance machines, functional training areas, and group training classes at 60+ Everlast Gyms locations across the UK and Ireland, via tiered monthly memberships.
• Group Training Classes Instructor-led group fitness classes across HUSTLE (powered by Nike Strength), HYROX, HAYMAKER (boxing), Everlast Lifting Club (powered by Nike Strength), CRANKED (cycling), BREATHE (yoga), BACKBONE, and APEX Arena, covering strength, cardio, HIIT, combat, cycling and holistic training.
• HYROX Performance Center Official HYROX-certified training facility with race-day simulation equipment (Perform Turf, sleds, Concept2 rowers, SkiErgs, Perform curved treadmills), HYROX365 certified coaches, and Physical Fitness Test (PFT) assessments for personalized HYROX event preparation.
• Reformer Pilates Premium Reformer Pilates studio sessions led by expert instructors at 8 select Everlast Gyms locations, available via add-on class credits (Champion Plus members receive 5 included monthly).
• Personal Training One-to-one personal training sessions with certified personal trainers providing customized workout programming, motivation, and progress tracking toward member fitness goals.
• VIP Recovery Area Spa-style recovery suite featuring Brass Monkey ice baths, herbal sauna, and dedicated hot/cold therapy zones at Everlast Gyms+ locations. Unlimited access included with Champion Plus memberships.
• Swimming Pool Access Pool facilities at 21 select Everlast Gyms locations, offering lane swimming, aqua fitness classes, low-impact training, and Swimtime-provided children's and adults' swimming lessons.
• MOVE Introductory Packages Starter onboarding packages providing new members orientation, structure, and guidance on how to train and use available facilities from day one.
• Fuel & Recovery Nutrition On-site food and beverage at select Everlast Gyms locations, combining Myprotein Kitchen (protein snacks, smoothies, coffee), Good Prep (fresh meals), and Gold Standard Nutrition (high-protein grab-and-go meals).
• Corporate Memberships Dedicated B2B corporate wellness program offering UK and Ireland businesses a 10% discount on memberships, no joining fee, and access to team-building sessions and group training for employees.
• Student Memberships Reduced-cost gym memberships for students aged 16+ with a 20% discount on all standard memberships (excluding Champion Plus), available on flexible 1-month rolling or 6-month contract terms.
• Day Passes Single-visit gym access passes allowing non-members to experience facilities, group classes, and pool areas, with a 50% off first-day incentive on email registration.

Quantifiable outcome

• First month €10 for Dublin members with code DUBLIN10, plus 20% savings for the rest of the year
• +1 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• HYROXflagshipStrategic or Co-development PartnerOfficial UK HYROX Performance Center partnership. Everlast Gyms is the UK's only HYROX Performance Center, featuring purpose-built race-day simulation layouts, Perform Turf surfaces, and Centr-supplied race-day kit. HYROX365 certified coaches deliver approved group training classes. Partnership includes HYROX Physical Fitness Test (PFT) diagnostic assessments.
• HYROX (Ireland)flagshipStrategic or Co-development PartnerDublin location designated as Ireland's only official HYROX Performance Center, bringing HYROX race-day simulation training to Ireland for the first time.
• Nike StrengthcoreGTM or Marketing PartnerBrand partnership for Hustle and Everlast Lifting Club class concepts. Nike Strength branding on equipment, marketing materials, and branded class experiences. Features Nike Strength kit in Olympic lifting areas.
• CentrcoreTechnology or IntegrationOfficial race-day kit supplier for HYROX Performance Centers. Provides sleds, wall balls, kettlebells, sandbags, wall targets, and Perform Turf surfaces for race-day simulation training.
• MyproteincoreGTM or Marketing PartnerOfficial nutrition partner providing Myprotein Kitchen food and beverage offerings at selected gyms. Protein snacks, barista-style coffee, handmade smoothies, and high-protein meal options. Co-marketing through apparel and brand content.
• Gold Standard Nutrition (GSN)minorGTM or Marketing PartnerHigh-protein meal provider for grab-and-go nutrition options at selected Everlast Gyms locations.
• MYZONEcoreTechnology or IntegrationHeart rate monitoring and fitness tracking integration for members, providing real-time feedback and engagement through compatible app features.
• SwimtimeminorChannel Partner/ Reseller/ DistributorSwimming lessons provider offering children's and adults swimming lessons at selected Everlast Gyms locations with pools.
• PerfectGymcoreTechnology or IntegrationMembership management and client portal platform powering online registration, class booking, day pass purchases, and membership administration.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• PureGym: PureGym is the UK's largest low-cost gym chain with 600+ locations, offering 24/7 access and tiered memberships. It is a direct competitor to Everlast Gyms in the UK value fitness market, though Everlast positions more premium.
• JD Gyms: JD Gyms is a UK gym chain owned by JD Sports, offering low-cost memberships with extensive free weights and classes. Sibling group to Everlast Gyms under Frasers Group but a direct competitor in the discount gym segment.
• The Gym Group: The Gym Group is a UK-listed low-cost gym operator with 200+ sites across the UK. It competes directly with Everlast Gyms on price-sensitive membership tiers in overlapping UK geographies.
• Nuffield Health: Nuffield Health is a UK not-for-profit healthcare and fitness operator with 100+ clubs combining fitness, physiotherapy, and health services. Comparable to Everlast on premium club experience and integrated recovery/wellness services.
• Third Space London: Third Space operates luxury health clubs in London with premium studios, spas, and group training. Comparable to Everlast Gyms+ premium positioning (Chiswick, Manchester Trafford), especially on Reformer Pilates and recovery offerings.
• David Lloyd Leisure: David Lloyd operates 100+ premium UK and European health clubs with family-oriented facilities, racquet sports, and group classes. Closely comparable to Everlast Gyms+ premium format (Reformer Pilates, recovery, luxury amenities) and corporate wellness offerings.
• Fitness First: Fitness First is an international premium fitness club chain with UK presence, offering group classes, personal training, and recovery amenities. Direct competitor to Everlast Gyms+ premium tier in urban UK locations.

Broad incumbents

• Anytime Fitness: Anytime Fitness is a global 24/7 gym franchise with thousands of locations worldwide. Comparable to Everlast Gyms on membership-based fitness access, though operates on a franchise model versus Everlast's owned-and-operated approach.

Emerging players

• F45 Training: F45 is a global functional training franchise with HIIT-focused group classes. Comparable to Everlast's branded group training concepts (HYROX, HUSTLE, HAYMAKER) and overlapping with the HYROX-style competitive fitness consumer.
• Hyde Park Centre / HYROX-Branded Independent Gyms: HYROX operates as a global competitive fitness event series with affiliated Performance Centers. While not a direct gym chain, HYROX franchising and its affiliated gyms are the most direct competitive category to Everlast's exclusive HYROX Performance Center positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/everlastgyms

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Gyms