What: The activewear giant will be opening their first ever permanent brick-and-mortar store that will include a sweat room, fitness advice experts, a Joe & the Juice, and more.

Why is it important: Not only will this store be a place to buy apparel, but also a place for their customer to be a part of a community and experience the essence of Gymshark.

The company is going alongside a lot of other direct-to-consumer brands who have begun opening stores or going into wholesale, which continues to confirm the trend.

The retailer says that they will be offering around 30 classes per week in their ‘Sweat Room,’ which doubles as a “stage” for bigger events like their Sunday Brunch events featuring a professional guest.

‘The Pro Bench’ section will be available to anyone wanting to book an appointment with in-store professionals who can advise on topics from personal training to mindset. ‘The Hub’ will be a space for the community to come together for workshops, panels, and more.

Gymshark Regent Street will open next month