ICANIWILL is combining its digital presence with physical studio access to establish itself in Belgium, which the Swedish gym-wear brand has named a 2026 priority market. The GOBOX deal is among its first formal fitness studio partnerships in the country.
CANIWILL (ICIW) has partnered with Brussels boutique fitness studio GOBOX, marking the Swedish sportswear brand’s first move toward a physical presence in Belgium, which it has identified as a 2026 growth market. Instead of entering via retail or wholesale, ICIW is using a studio partnership as its local touchpoint. The brand, which primarily sells through its own e-commerce and brand stores, said the approach will let it reach training-focused consumers without the fixed costs of a standalone store.
ICIW signature classes at GOBOX
The partnership launches with ICIW Signature Classes at GOBOX, a programme covering indoor cycling, boxing-style training and reformer pilates. ICIW said the classes will provide regular exposure to GOBOX’s membership base. ICIW products will also be available for on-site discovery at GOBOX, and the partners plan a series of local events through 2026 to support awareness and community engagement. The partnership officially launched on March 19 with an exclusive event in Brussels bringing together local ambassadors and the fitness community.
Studio partnerships: a low-risk route to physical market entry
The GOBOX deal reflects a strategy increasingly used by digitally native sportswear brands seeking to convert online reach into physical brand presence in new markets. By anchoring the Belgium entry through a partner studio rather than owned retail, ICIW limits capital exposure while accessing an already-engaged fitness consumer base. The approach is particularly suited to markets where the brand has limited name recognition but clear demographic alignment – boutique fitness consumers and gym-culture enthusiasts represent a natural first audience for ICIW’s performance apparel.
ICANIWILL (ICIW) is a Swedish sportswear brand rooted in gym culture, offering performance training apparel for men and women. The brand’s primary sales channel is its own e-commerce platform, supplemented by brand stores and selected retail partners. ICIW has been expanding across Europe, with Belgium named a focus market for 2026.
