Since its inception in 2012, Gymshark has redefined the gymwear industry, rapidly evolving from a startup to a global fitness powerhouse with an unwavering focus on community and innovation.
As the brand prepares to unveil its third permanent London store this weekend in Westfield London, Retail Gazette sits down with Adidas Veteran Hannah Mercer, Gymshark’s first-ever general manager of wholesale and retail, to discuss her vision for the company’s global domination.
Gymshark Westfield London
Gymshark’s newest flagship in West London is a major step forward in the brand’s retail journey. The store is the third UK location, following the successful openings at Regent Street and Westfield Stratford.
For Mercer, the opening represents an exciting new chapter for the British brand, as it moves forward with its global growth plans.
“This store is a real milestone for us,” she says.
“We’ve learned so much from our previous locations, and Westfield London really pushes the boundaries of what retail can be. It’s about creating something that resonates with our community and offering a space where our customers feel like they belong.”
With recent expansions into key locations such as Amsterdam and Manchester’s Trafford Centre, Gymshark has been able to gather valuable insights from each store launch.
“What we’ve learned from previous openings has really shaped our approach to this store,” explains Mercer. “Every location is unique, and each one teaches us something new. For White City, it’s all about combining those lessons and pushing the experience even further.”
While all its stores aim to provide an immersive shopping experience, the 9,000sq ft Westfield London location is designed with a slightly different consumer in mind.
“We’ve noticed that the customer at Westfield London is quite different,” says Mercer. “It’s a more diverse and fashion-conscious crowd, and that’s reflected in the services we offer here. We’ve really tailored the experience to this new audience.”
Alongside housing its signature workout gear, the store will include services such as bra fitting and personal shopping—services designed to enhance the customer experience and address the specific needs of the Westfield shopper.
“We’re not just selling products; we’re creating a destination,” Mercer explains.
“It’s about fitness, it’s about connection, and it’s about offering an experience that’s tailored to the needs of our customers.”
Discussing other retailer’s aggressive store expansion strategies, Mercer stresses.
“This store is not just about opening another shop. It’s about creating a space that our community can enjoy,”.
“We’ve made sure it’s a place where people feel at home, whether that’s through services like personal shopping or having access to the right products and fitting services.”
Gymshark has come a long way since its online origins, with physical retail now playing a key role in its journey towards becoming a globally iconic brand.
“This store, and every store we open, is designed to make Gymshark stand out in the retail world. We want to offer something unique, an experience that represents who we are as a brand—community-focused, fitness-driven, and innovative.”
When asked how the new Westfield store contributes to this vision, Mercer adds: “Our stores are an extension of our mission to be the best in fitness. With flagship locations like this, we’re not just increasing our global presence; we’re reinforcing our brand identity in ways that go beyond apparel. It’s all part of becoming a household name globally.”
International expansion
As Gymshark continues to grow internationally, flagship stores in key global cities like London and New York are more crucial than ever.
“These flagship stores are about more than just expanding our footprint,” says Mercer. “They’re about being a brand that connects deeply with local communities, offering more than just a shopping experience. We’ve always been about building a global community, and these stores help us do that.”
“For us, it’s important that we have a place where people can really experience Gymshark beyond the digital realm. We want these stores to feel like destinations for both our existing customers and potential new ones.”
“Take our upcoming New York flagship, for example. This store is not just a place to shop—it’s a space where our community can train, hang out, and really immerse themselves in what Gymshark is all about. Having a permanent location in New York, a place that’s been central to our U.S. journey, is going to be a game-changer for us.”
“We’re very focused on ensuring we grow in a sustainable way in the U.S,” she adds. “It’s not about rushing. We want to build a strong foundation before we expand further, and New York is a perfect starting point for us.”
Flagship stores and international growth strategy
Gymshark’s approach to expanding internationally is strategic and measured.
“I think the US marketplace, we’re looking at different concepts,” says Mercer. “At the moment, our only flagship, will be in New York. Let’s get that working. Let’s get that learning, we don’t want to overexpose and then we will look at other types of different markets in America, in different shopping centers, but still exploring this stage.”
She further elaborates on Gymshark’s expansion strategy: “With London, going into a city isn’t about just opening one store, one store in different cities. It’s about owning a marketplace. We’ve done in London, flagship, two core stores, one off-price business [ Bicester village pop-up]. That’s how we look to evolve in terms of going into markets rather than sporadic openings, which, to me, makes no sense.
Gymshark’s role in the rapidly evolving sportswear market
“We’ve seen a lot of brands dilute their offerings by jumping into trends, but we stay true to our DNA—gymwear,” Mercer explains. “We won’t chase every trend just because there’s an opportunity. Whether it’s post-workout wear or rest day clothing, we’ll always focus on being a gym brand.”
Mercer believes this commitment is Gymshark’s strength.
“We’re not trying to be everything for everyone. There are other people are in the market, but no one does gym like us. And that’s what keeps us sharp and sets us apart in a crowded market.
“We don’t see ourselves as having big competitors, because no one else is doing gym the way we do.”
Cost pressures and expansion plans
As many UK retailers face store closures and workforce reductions due to rising costs, Mercer acknowledges the challenges in the current retail environment but remains focused on Gymshark’s expansion strategy.
“Everybody wants a growth economy. Everyone wants people to have more money in their pocket, to be able to come in and have experiences. And I think that’s going to be a challenge,” she says. “We saw in the spring statement that that may be a challenge for many, and that’s tough.”
Mercer emphasises that Gymshark’s commitment to growth remains strong, despite the challenges:
“It won’t stop our expansion, but I think it’s something we should all be mindful of, is to be a responsible brand.”
She also highlights the importance of retail as an entry point for employment: “Retail gives people an entry price point to get into a career, to get into a job that’s flexible, you know, that gives them something that they can come to as a destination that doesn’t necessarily have to have loads of experience or qualifications, so it can be an entry, entry level to get people into employment.”
When it comes to potential cost increases, Mercer reflects: “We’re conscious of efficiencies and cost controls and all things like any brand should be as we start to expand.”
Drawing from big-brand experience
Mercer’s experience at Adidas, Nike, and Harrods has provided a solid foundation for her approach to Gymshark’s retail strategy.
Reflecting on her past, she shares: “Looking at Adidas and Nike, I’ve worked with 15,000 stores. I’ve managed many, many stores. Now, I come to a brand with two stores.
“With one store, you have the chance to write the future the right way. I’ve learned with other big players, you don’t always get things right. I’ve learned what’s great and what not to do and what to do.”
Mercer emphasises that Gymshark has the opportunity to curate its retail strategy deliberately, with a focus on choosing the right footprints and partnerships.
“It’s about being deliberate with the touchpoints we choose to show up in, so that the consumer continues to feel that demand and brand heat, rather than seeing a marketplace flooded with our presence.”
“We want to be a 100-year-old brand. If I think back to 12 years ago, when Ben first made the gym product in a sewing machine in the garage, to now, we’re here. What will the next 10, 12 years be like? We can write that journey – that’s why I’m so excited about this role.
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