Gym King Marks 10-Year Milestone with Major New Launch at Selfridges Birmingham

9th December 2025 - Gym King, one of the UK’s fastest-growing athleisure and performance lifestyle brands, has today announced a landmark moment in its retail expansion with the launch of its new in-store presence at Selfridges Birmingham.

The opening marks a significant step in Gym King’s 10-year anniversary celebrations and strengthens the brand’s connection to the West Midlands, an area with a thriving fitness culture and strong demand for premium athleisure. The Selfridges Birmingham launch places Gym King within one of the region’s most prestigious retail destinations, elevating the brand’s visibility at the heart of Birmingham’s iconic Bullring.

This new footprint forms part of Gym King’s broader growth strategy, which sees the brand continue to expand both nationally and internationally across premium fashion, lifestyle, and performance categories.

Over the past decade, Gym King has built a robust multichannel retail network spanning online and in-store locations across the UK, Ireland, and key international markets. The brand’s current retail partnerships include:

Online: Very, Next, New Look, Sports Direct, Simply Be, Debenhams, Qooah, DV8, and now John Lewis and Decathlon.
In-Store: New Look, Qooah, DV8, Everyone Active, Restock3d, Fit Co, and now Selfridges Birmingham.

The addition of Selfridges Birmingham enhances Gym King’s premium positioning and introduces the brand to new audiences within one of the Midlands’ most visited shopping destinations.

Founder and CEO, Jay Parker, said:

“Celebrating 10 years of Gym King is a proud milestone for us. What began online in 2015 has grown into a globally recognised brand, trusted by many of the world’s leading retailers & athletes. Launching in Selfridges Birmingham signals not only the continued growth of Gym King, but the belief in the Gym King ethos as we expand our community and strengthen our retail presence across the UK.”

Since its launch in 2015, Gym King has established itself as a leading lifestyle and athleisure label, recognised for its contemporary aesthetic, functional design, and community-driven ethos. Its growth is supported by:

• Strong online performance
• A highly loyal customer base
• Expansion into functional fitness and performance categories
• A network of partner gyms across the UK and Ireland, including a growing presence throughout the Midlands

Gym King’s 10-year anniversary marks the beginning of its next chapter, defined by strategic collaborations, an elevated product vision, and a continued ambition to take the brand to an even wider global audience.

–ENDS–