Gymshark has officially entered the German physical retail market, launching dedicated retail spaces within two of the country’s most established shopping destinations. As of February 2026, the activewear brand operates a 150-sq-m shop-in-shop at Engelhorn in Mannheim and a 100-sq-m concession at the Breuninger department store in Stuttgart. This expansion represents a departure from the company's traditional e-commerce-only model in Central Europe, providing local fitness enthusiasts with a tangible touchpoint for its men’s and women’s performance collections. These partnerships with high-end, multi-brand retailers allow Gymshark to establish a physical presence in a key market while maintaining the operational agility necessary for a brand that began its journey in a garage.

Community-centric retail strategy

The move into Germany is a deliberate step in Gymshark’s broader omnichannel trajectory, which prioritizes ‘unit-led’ expansion over high-volume store counts. Rather than saturating the market with standalone boutiques, the brand continues to focus on finding high-quality locations that function as community hubs, aligning with its successful retail footprints in London, New York, and Dubai. By integrating these retail spaces within established department stores, Gymshark effectively leverages existing high-traffic environments to engage its core community of strength and hybrid training athletes. Ben Francis, Founder and CEO has emphasized, the physical store strategy is fundamentally about enhancing the brand experience, enabling customers to interact directly with product innovations and participate in localized community events.

Gymshark is a prominent British activewear and fitness brand specializing in performance apparel, including seamless leggings, shorts, and training tops. The company primarily targets the global fitness community through a robust direct-to-consumer digital model, while increasingly integrating physical retail locations to build long-term brand loyalty. With revenue exceeding £600 million, the brand is currently focused on strategic international expansion and enhancing its digital infrastructure to support a fully omnichannel business model, aiming for long-term growth as a global fitness icon.