Frasers Group will make a major statement on Dublin’s Henry Street later this month with the opening of an 85,000 sq ft integrated Sports Direct and Everlast Gyms+ flagship on Saturday, July 25th.
The four-storey destination will combine a 60,000 sq ft Sports Direct retail store across the first three floors with a 25,000 sq ft Everlast Gyms+ facility on the top floor.
It marks the first Everlast Gyms location outside the UK and will also bring Ireland its first official HYROX Performance Centre, underlining the growing convergence of sport, retail, fitness, recovery and community in one city-centre location.
Sports Direct were recently confirmed as the Official Retail Partner of Dublin Marathon Group in a four-year partnership covering the Irish Life Dublin Marathon, the Irish Life Dublin Race Series and the Dublin City Council Dublin City Half Marathon.
The opening of the Henry Street flagship gives that investment a physical home in the heart of the capital, with running, training, performance and lifestyle brands all brought together under one roof.
The launch also represents a significant moment for Henry Street, with one of Dublin’s most prominent retail sites being reimagined as a combined retail and fitness destination. The building, formerly occupied by Debenhams and before that Roches Stores, has long been seen as one of the key locations on the north city shopping street.
Frasers Group said the new flagship reflects its commitment to delivering industry-leading retail and cross-functional fitness to a wider audience base.
Everlast Gyms+ Dublin has been designed as a next-generation fitness ecosystem that brings together training, recovery, nutrition, and community. It will include specialist facilities for HYROX training, reformer Pilates, strength training, recovery and member support.
Dan Summerson, Managing Director at Everlast Gyms, described the Dublin opening as “a huge moment” for the brand as it prepares to open its first site outside the UK.
“Following the successful launch of an integrated Sports Direct and Everlast Gyms in the UK last year, we can’t wait to bring this holistic offering to Ireland, providing greater access to the world’s leading brands and a best-in-class fitness experience,” he said.
The HYROX Performance Centre will be a central feature of the new Dublin gym. It will be fitted out with Centr-supplied race-day equipment, specialist performance turf and tailored programming designed to replicate race-day conditions for athletes training for HYROX competition.
HYROX has become one of the fastest-growing participation formats in global fitness, blending endurance running with functional workout stations in a standardised competition format. Its appeal has grown rapidly among gym users, running communities and competitive fitness athletes, making the arrival of a dedicated Dublin training base a significant addition to the Irish fitness landscape.
Other features within Everlast Gyms+ Dublin will include a reformer Pilates studio with 16 Allegro 2 reformer beds, a recovery area with three Brass Monkey ice baths and a herbal sauna, and Nike Strength equipment made with Nike Grind materials from upcycled shoe manufacturing waste.
Nike Strength will also be featured in Everlast Gyms’ wider class programming, including HUSTLE and Everlast Lifting Club.
A Myprotein Kitchen will provide a café, lounge, and co-working area, offering smoothies and nutrition-led options to support training. Myzone coverage and InBody scanning will also be available to help members track workouts, progress and performance.
The opening weekend will feature a series of activations with brand partners such as adidas, New Balance and PUMA, with prizes, experiences and giveaways planned for customers.
Everlast Gyms+ Dublin will also host a HYROX masterclass at 9 am on Saturday, July 25th, led by Global HYROX MC and Everlast Gyms’ Head of HYROX Performance Centres, Faisal Abdalla. That will be followed by a boxing masterclass and Q&A with Irish boxer Adam Olaniyan, a HUSTLE-powered by Nike Strength class, smoothie giveaways, and community run clubs.
Membership will be available across three tiers: Core, Champion and Champion Plus. A pre-opening offer is also running, with savings of up to €120 on memberships.
The Henry Street opening is more than another retail arrival. It is a sign of where sports retail is moving, towards experience, participation, training and community. It brings a major international sports retail and fitness concept into the heart of Dublin, while giving Frasers Group a significant Irish step in a strategy that increasingly sees retail space as a place to do sport, not only to buy for it.
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Image Credit: Everlast
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