Everlast Gyms has struck up a partnership with Nike Strength which will involve creating zones with the sustainable Nike Grind range and co-producing programmes and social media content.

The gym areas with the lifting platforms are being branded as Lifting Club Zones, both those and the Hustle (HIIT) studios will be kitted out with Nike Grind equipment, which is made from recycled end of life footwear and waste materials. The two companies will work together on educational programming for all abilities.

“We had been in talks with Nike for a while about working together, but we didn't want it to be a relationship where we're just buying equipment from them. We wanted to feel like it was more integrated,” Everlast Gyms managing director, Dan Summerson, told HCM.

“It's going to be a dual partnership, where we’ll be working together on events, promotions and activations, the same as we’ve been doing with Myprotein and Hyrox. The key here is ensuring we’re leveraging both Nike and our own strengths to build a holistic fitness offering that is genuinely impactful for members. From building out the class programming and creating collaborative content to spreading the word about new sites coming to town, Nike Strength and Everlast Gyms will undoubtedly be stronger together.”

Initially the partnership will be rolled out in 25 Everlast sites. This partnership follows hot on the heels of the successful tie-ups with Hyrox and Myprotein. 

Summerson says that as part of Frasers Group, Everlast Gyms has good exposure to brands and now that it has become more established in the market it is attracting better offers: “Hyrox and Myprotein felt like the right connections for us – there is a synergy between all three brands. Both partnerships are bringing members to the table and attracting a new clientele and we expect the same with Nike Strength.