Gymshark, the British-founded activewear juggernaut, has made its highly anticipated U.S. wholesale debut in partnership with Dick’s Sporting Goods, launching exclusive branded spaces inside 12 Dick’s House of Sport stores nationwide. The rollout marks a major strategic leap for Gymshark as it transitions from a pure direct-to-consumer model to multi-channel retail in one of the world’s largest sporting markets.
From DTC Pioneer to U.S. Storefronts
Gymshark began as a UK-based DTC brand in 2012, building a cult following through social media, ambassador programs, and its We Do Gym ethos. Having captured the attention of millions of fitness enthusiasts in the U.K., the brand identified the U.S. as a critical next step for international growth.
Mitch Healey, Director of Retail and Wholesale for Gymshark North America, shared that the company sought a wholesale partner that was both iconic and capable of delivering an authentic Gymshark experience to its community. He noted that Dick’s Sporting Goods was the perfect fit, with its impressive retail spaces and atmosphere that naturally reflects the Gymshark brand the moment customers walk in.
This launch follows the October opening of Gymshark’s first permanent U.S. retail store at Roosevelt Field Mall, New York, with a flagship in Manhattan planned for later this year.
The Dick’s House of Sport Concept
Dick’s Sporting Goods’ experiential House of Sport format integrates traditional retail with activity zones, turf fields, climbing walls, and community engagement.
“We’re always looking to give our athletes access to fresh and surprising brands, as well as further differentiate our product offering. Becoming Gymshark’s first U.S. wholesaler allows us to do just that,” said Brendan Kirk, VP of Merchandising at DICK’S Sporting Goods. “Gymshark is redefining what modern training apparel looks like with high-performance, stylish pieces rooted in real gym culture. House of Sport is the perfect place to bring that experience to life.”
By bringing Gymshark’s activewear to life with dedicated in-store displays—featuring specialty mannequins based on champion athletes like Ryan Terry—the partnership brings authentic gym culture directly to American sports shoppers.
The Launch: Locations, Assortment, and Experience
As of October 24, 2025, Gymshark products are available in House of Sport stores in cities including Boston, Miami, Dallas, Glendale (AZ), Baybrook (TX), Polaris (OH), Knoxville (TN), Kennesaw (GA), Tampa (FL), Jersey City (NJ), Minnetonka (MN), and Ross Park (PA). The launch features Gymshark’s acclaimed Power and Vital collections, positioning the brand alongside competitors like Nike, Lululemon, and Under Armour.
Each store features Gymshark-branded environments with weight-plate stands, athlete mannequins, and immersive design to evoke the energy and inclusivity of real gym spaces.
Strategic Implications: Scale and Brand Community
Dick’s operates 29 House of Sport stores, projected to reach 100 by 2027, offering Gymshark rapid scale and visibility in high-traffic locations. With over 850 stores across the U.S. and $13 billion in annual sales, Dick’s instantly amplifies Gymshark’s retail credibility and customer acquisition power.
For Gymshark, whose business is now 50% driven by U.S. consumers, the partnership supports ambitions to expand community reach and adapt to local market nuances.
Building Culture, Navigating Challenges
Gymshark’s bold entry into wholesale brings advantages, new demographics, higher U.S. conversion rates, and brand awareness—but also challenges in aligning merchandising, maintaining profit margins, and preserving its unique voice in more complex supply chains.
Gymshark is redefining what modern training apparel looks like with high-performance, stylish pieces rooted in real gym culture. House of Sport is the perfect place to bring that experience to life.
The brand has differentiated itself from women-focused rivals by offering inclusive men’s and women’s collections, as well as footwear, and by centering its marketing on community and athlete storytelling.
What’s Next: U.S. Expansion, Brand Blueprint
With its U.S. retail blueprint established at Roosevelt Field and plans for experiential flagships, Gymshark’s wholesale partnership marks only the beginning of cross-market growth. Dick’s and Gymshark promise more experiential launches, product collaborations, and omnichannel innovations in the months ahead.
