The UK sports retailer is moving its gym estate upmarket, blending big-box scale with boutique programming and tiered membership pricing – a direct play for higher-spending fitness consumers at a time when premium health clubs are driving industry growth.
Frasers Group has opened an Everlast Gyms+ flagship at Trafford Palazzo in Manchester, as the UK-listed sports retailer expands a higher-priced tier within its gym estate. The 28,000 sq ft club opened March 7 with dedicated training zones, recovery facilities and an on-site nutrition offer. Frasers opened a second Everlast Gyms+ site in Chiswick, west London, later in the month.
A higher-priced tier built on a legacy budget estate
The Gyms+ rollout marks a shift from the budget and mid-market positioning of the earlier Everlast Gyms network. Frasers acquired the gyms through its 2020 purchase of DW Sports, adding around 70 sites to its portfolio alongside retail operations. The group is now introducing boutique-style programming and amenities within large-format clubs.
Membership at the Manchester site is offered across three tiers — Core VIP, Champion VIP and Champion Plus VIP — with the top tier priced at up to £150 per month in some locations.
Nike Strength and HYROX partnerships
The Manchester flagship includes a partnership with Nike Strength, which Frasers describes as Everlast Gyms’ official strength training partner. Nike Strength equipment is used throughout the site and supports two branded group-training concepts, Hustle and Everlast Lifting Club.
The club also has a dedicated HYROX Performance Center with specialist turf and programming designed for race preparation. Champion Plus VIP members also receive access to a reformer Pilates studio with 18 Allegro 2 beds, a recovery area including ice baths from Brass Monkey and an herbal sauna, and a Myprotein Kitchen selling smoothies and nutrition products.
