Ben Court
If you thought Everlast Gyms was just another big-box fitness chain peddling treadmills and Tuesday spin classes, think again.
Everlast Gyms, now firmly flexing as part of the Frasers Group empire, has inked a heavyweight deal with global fitness race juggernaut HYROX to launch 60 state-of-the-art Performance Centres across the UK and Ireland by 2028.
Yes, you read that right—sixty.
This isn’t just about adding a few kettlebells and slapping a new logo on the wall. Everlast Gyms has been crowned the official national partner of HYROX in the UK, with the first of these purpose-built playgrounds opening in Liverpool, Manchester, and Dublin over the next six months.
These Performance Centres are designed to mimic the very conditions of race day—minus the spectators yelling at you to keep pushing.
Race-Ready… Every Day
For those not yet converted, HYROX is the global functional fitness race blending running and strength challenges.
Think gym class meets Ironman, with just enough masochism to make it addictive. And now, thanks to this game-changing alliance, Everlast Gyms members will be able to train like they’re toeing the start line every single day.
Inside each HYROX Performance Centre, members will find Official Centr x HYROX Competition Equipment, the very same kit used in elite races across the globe. We’re talking Wall Balls, Octo Kettlebells, Power Sleds, Edge Bumper Plates, Sandbags, and the newly minted Competition Perform Turf. It’s not just a workout—it’s a war room for athletes of all levels.
“Bringing HYROX Performance Centres to the UK is a big milestone for Everlast Gyms and for the fitness community,” said Michael Murray, CEO of Frasers Group.
“Our ambition is to create aspirational training environments and be at the forefront of performance-led functional fitness and recovery, all at an accessible price. Becoming the official UK Home of HYROX does exactly that—connecting us with the HYROX community in an integrated way.”
And it’s not just shiny equipment and bold branding. Everlast Gyms will roll out dedicated HYROX classes and training programmes tailored to help weekend warriors and competitive crushers alike. Members will even get early access to HYROX race tickets—a coveted perk in this fast-growing sport.
From Simulation to Sweat
To kick things off (literally), Everlast Gyms will host HYROX simulation events from July 22–24 in Gateshead, Rotherham, and Thurrock. These events will recreate the adrenaline-pumping chaos of race day, offering members the chance to test their grit and mettle under authentic conditions—minus the jetlag and entry fee.
Douglas Gremmen, Global Head of 365 at HYROX, added: “One of our main goals with HYROX Performance Centres is to give athletes the opportunity to train in conditions which replicate race day, so they can prepare optimally and improve performance.
We’re excited to be bringing this experience to UK athletes and our partnership with Everlast Gyms builds on the existing success of our HYROX Training Clubs, and one that is set to raise the standard even further of HYROX training across the UK.”
Raising the Bar—Literally
This latest move by Everlast Gyms follows hot on the heels of Sports Direct (also owned by Frasers Group) being named title sponsor for five HYROX races in 2025.
It’s clear Frasers isn’t just dipping its toes in the functional fitness pool—they’re cannonballing in, aiming to make elite-level performance training available to the masses.
With this partnership, Everlast Gyms is no longer just a place to clock in miles or bench press in solitude. It’s becoming a hub for community, competition, and perhaps most importantly, preparation.
For athletes, amateurs, and anyone keen to test their limits, this is more than just a new feature—it’s a full-blown fitness renaissance.
So, lace up. The starting line is now inside your local Everlast Gym.
