The brand's Chief Brand Officer noted, "Our mannequins are real people from our community or ambassador roster…Representation is everything so we kicked off a long process of casting, scanning and finally 3D printing to ensure everyone can see themselves at Gymshark London".

The British brand garnered global popularity for its online athletic wear and accessibility and is now taking on a more physical approach to sales. The new store is also a personal training center, gym, and events center surrounded by personal shopping and green juices with 25 free fitness classes every week.

Youtube famous and self-made, the CEO of GymShark, Ben Francis explained, “I want to create a 100-year brand here… I want this brand to live longer than I do. To do that, we need to invest consistently in it through economic cycles, good and bad, through periods when retail flies and when it doesn’t". A 20-year-old university dropout and friend Lewis Morgan launched the now billion-dollar business out of their bedroom in 2012, with Francis running the pizza deliveries to support himself. Francis has deemed the new store to be built on "community, conditioning and retail" pillars. 

He noted that he believes GymShark customers should come to the store to do more than make a purchase, “we want to maintain and develop our community here. If someone stops by a studio class in the morning, they might not buy something that day, but it will pay dividends down the line.”
While retail is experiencing a shortfall this past year, Francis noted that although he has a massive love for e-commerce, physical space is needed to elevate the brand to iconic heights. With the CEO Squashing rumors or speculation that GymShark is vying for an IPO soon, Chief Brand Officer Noel Mack noted that although London's West End accommodates brands like Nike and Adidas, Gymshark is the only one around the blocks that didn't originate from a particular sport and is based out of the Gym.