Gymshark And Dick’s Look To Each Other’s Virtues In Store Partnership

U.K. fitness apparel brand Gymshark has stepped up its U.S. expansion with its first-ever American wholesale partnership, signing an exclusive deal with Dick’s Sporting Goods.

From today, Gymshark’s collections will be sold in 12 Dick’s House of Sport stores across the United States, including in New Jersey, Pennsylvania, Florida, Georgia, Texas, Tennessee and Massachusetts.

Each location will feature a dedicated Gymshark-branded space, complete with bespoke fixtures, athlete mannequins and design elements inspired by the brand’s ‘We Do Gym’ ethos.

The display, which will include mannequins modelled on three-time Mr Olympia Men’s Physique champion Ryan Terry, aims to translate the brand’s community-driven, performance-first culture into a tangible retail environment.

The move follows the opening of Gymshark’s first permanent U.S. retail store at Roosevelt Field Mall in New York earlier this month, a 7,400-sq.-ft. flagship that represents the brand’s biggest investment in physical retail outside the U.K.

Gymshark’s partnership with Dick’s is both pragmatic and symbolic. Dick’s Sporting Goods, which operates more than 850 stores nationwide and generated around $13 billion in revenue last year, offers the British brand with immediate visibility and retail credibility in a market dominated by much larger rivals.

Dick’s Looks To Gymshark Community

For Dick’s, which has been rapidly repositioning itself as a destination for lifestyle and performance apparel, Gymshark offers access to a younger, digitally engaged consumer base that aligns with its growing House of Sport concept, which blends retail with activity zones, from turf fields to climbing walls.

Gymshark’s Director of Retail and Wholesale for North America Mitch Healey said the partnership was the result of a deliberate search for a collaborator capable of “bringing the authentic Gymshark experience” to U.S. consumers.

Meantime, Dick’s Vice-President of Merchandising Brendan Kirk described Gymshark as “redefining what modern training apparel looks like”, adding that the brand’s fusion of style and gym credibility made it an ideal fit for House of Sport’s experiential focus.

The assortment to be launched includes Gymshark’s Power and Vital ranges, two of its most recognizable collections, priced at roughly $40 to $80 per piece, putting Gymshark in direct competition with the likes of Lululemon, Nike and Under Armour.

Yet its differentiator has always been its undiluted focus on gym culture and that has been cultivated through social media since the company’s earliest days.

While Gymshark’s direct-to-consumer model has powered rapid international expansion, a wholesale partnership offers access to new audiences. But that also comes with new complexities, including slimmer margins, more intricate supply chain requirements and the risk of brand dilution if in-store merchandizing falls short of the company’s tightly controlled identity.

Gymshark 12 Store Trial

The limited, 12-store rollout suggests a testing phase for both partner and an opportunity to gauge consumer response, assess logistics, and refine the brand’s physical experience before considering wider expansion in 2026.

For Dick’s, the partnership fits neatly into its strategy of modernizing its store formats and deepening its relationships with younger, trend-driven brands. The company’s House of Sport concept, launched in 2021, now serves as a testing ground for experiential retailing. Adding Gymshark provides both a point of differentiation and a potential draw for new customers.

Gymshark opened a Denver office last year to oversee North American operations and logistics, signalling its intent to anchor its growth in local infrastructure. Founder Ben Francis has frequently stressed that the U.S. remains the company’s “most important and challenging market”.

The partnership also reflects a broader recalibration in the direct-to-consumer sector. Many digital-native brands that flourished in the pandemic era are now turning toward wholesale or hybrid retail models as customer acquisition costs rise and online growth slows.

For Gymshark, a brand that has prided itself on control and community, collaborating with a legacy retailer like Dick’s is both an experiment and recognition that the next phase of its journey in the vast country that is the U.S. requires a blend of digital intelligence and feet on the ground.