Gymshark is set to open a new pop-up hair salon and store called ‘Twists ‘n’ Sets’ in east London, marking a significant step in addressing hair care concerns in the fitness community.
- The temporary salon aims to bridge the gap between fitness and textured hair, celebrating Black History Month with this initiative.
- Located in Shoreditch, the salon will offer 1-2-1 hair appointments, express styling services, and a range of hair products and accessories.
- The initiative responds to research highlighting hair maintenance as a barrier for 45% of black women in maintaining a gym routine.
- Appointments have sold out quickly, indicating high interest and demand within the community.
Gymshark is introducing ‘Twists ‘n’ Sets’, a pop-up salon and store in Shoreditch, London, as part of its efforts to promote inclusivity in the fitness space. This launch coincides with Black History Month and aims to address the barriers faced by individuals with textured hair who are part of the fitness community. Located at 2 Hoxton Street, the salon will operate from 25 to 27 October.
The initiative is a response to significant findings indicating that 45% of black women avoid the gym due to concerns surrounding hair maintenance. By creating an inclusive environment, Gymshark hopes to alleviate one of the primary obstacles encountered by these women in their fitness journey.
In alignment with this objective, the ‘Twists ‘n’ Sets’ salon is partnering with Ruka Hair to offer personalised hair consultations with a trichologist, along with a suite of express hair styling services. Additionally, a variety of hair care products and accessories will be available for purchase, catering to all hair types.
The pop-up salon will also feature products such as Gymshark’s own Diffuse Sweat Headband, which previously sold out in record time. Reflecting on its community feedback, Gymshark has expanded the range and introduced new styles, colours, and a single layer option for those seeking a sleeker design.
Despite being a temporary setup, the overwhelming demand for appointments at the salon has underscored the community’s eagerness to engage with such initiatives. This is further evidenced by the quick sell-out of salon appointments, pointing to the high level of interest in overcoming gym-related barriers.
The launch of ‘Twists ‘n’ Sets’ signifies Gymshark’s ongoing commitment to fostering inclusivity and breaking down barriers in the fitness industry.
