Dubai’s fitness scene is about to get another heavy hitter. Gymshark, the British-born activewear label that turned lifting into a lifestyle, is opening its second permanent Dubai store at Mall of the Emirates on 2 December 2025.
The move caps off a huge year for the brand in the Middle East. After its first regional flagship at The Dubai Mall opened to packed queues in January, Gymshark has rolled out a three-week Kuwait pop-up at 360 Mall and launched Gymshark.sa in Saudi Arabia, offering same-day delivery in Riyadh.
But before the new store even opens, Gymshark is making some serious noise at this year’s Dubai Fitness Challenge with the Gymshark Lifting Club – a two-day event on Kite Beach (1–2 November) featuring lifting cages, open gym sessions, a Gymshark Run Club, and meet-and-greets with social media fitness icons David Laid, Sawyer Klatt, and Lean Beef Patty. Think less bootcamp, more festival for lifters.
Together with its regional partner Al Tayer Insignia, Gymshark is leaning hard into Dubai’s love of all things fitness and lifestyle. “The community here has embraced us in a way that’s really special,” says Hannah Mercer, Gymshark’s General Manager for Wholesale and Retail. “From launch day queues at The Dubai Mall to sold-out activations, Gymshark has become the place where athletes, creators, and everyday lifters come together.”
For Al Tayer Insignia – the retail group behind Bloomingdale’s, Harvey Nichols, and Coach – Gymshark is a different kind of brand: one that thrives on energy, hype, and digital community as much as physical space. “The incredible response to the Dubai Mall store and Kuwait pop-up shows how strong the appetite is for Gymshark in this region,” says Dee Sarai, CEO of Al Tayer Insignia Retail. “We’re proud to bring the brand closer to its community and redefine what retail looks like.”
Spanning 468 square metres, the Mall of the Emirates store will feature Gymshark’s signature minimalist design, Dubai-exclusive product drops, and a personal shopping service. More than a shop, it’s designed as a hub for the brand’s growing Middle East community – a place to connect, train, and, of course, post about it later.
Founded in a Birmingham garage in 2012, Gymshark has evolved from a small online retailer into a global fitness phenomenon with more than 20 million followers across 200 countries. Its rise has been fuelled by influencers, community-driven marketing, and a culture that treats gymwear like streetwear.
In a region where wellness culture, luxury retail, and content creation increasingly overlap, Gymshark’s arrival feels inevitable. Between the Kite Beach takeover and the Mall of the Emirates opening, Dubai isn’t just getting another sportswear store, it’s getting a front-row seat to the performance of modern fitness culture, where branding, community, and self-improvement all lift together.
