Gymshark is set to open its ‘Twists ‘n’ Sets’ pop-up salon in East London, highlighting inclusivity in fitness.
- The salon caters to black hair care and aims to address gym-related hair maintenance concerns.
- Open from 25-27 October, it features personalised appointments with professionals and a range of hair products.
- Gymshark collaborates with Ruka Hair to offer specialised services and exclusive product access.
- The initiative is part of Gymshark’s broader strategy to eliminate barriers to fitness for black women.
Gymshark, the renowned fitness wear brand, is preparing to launch a new pop-up salon and hair supply store named ‘Twists ‘n’ Sets’ in Shoreditch, East London. This initiative coincides with Black History Month and aims to create an inclusive space that bridges the gap between textured hair care and fitness. The pop-up will be available from 25 to 27 October at 2 Hoxton St, London, N1 6NG.
Visitors to ‘Twists ‘n’ Sets’ can anticipate a unique opportunity to engage in one-on-one hair appointments with trichologists and access express hair styling services. This collaboration with Ruka Hair marks a significant stride in offering tailored solutions for various hair types. A plethora of hair products and accessories will be readily available, meeting the diverse needs of the attendees.
In response to research indicating that 45% of black women avoid gym activities due to hair maintenance challenges, Gymshark has emphatically stated its dedication to dismantling these obstacles. Previously, the company launched the Diffuse Sweat Headband, which not only sold out rapidly but has now returned with a broader selection. This initiative is part of a larger commitment to enhancing accessibility and comfort for individuals with textured hair, allowing for an uninhibited workout experience.
Aaliyah Dickens, Gymshark’s global culture manager, expressed the brand’s resolve: “When our community let us know that they were avoiding the gym because of concerns about hair maintenance, we couldn’t sit around and do nothing.” She emphasised the impact of providing advice and treatments, coupled with the availability of the headband, in significantly improving gym accessibility without compromising on style.
While the salon promotes walk-in shopping, all pre-booked appointments are already fully reserved, reflecting significant interest and demand among the community. With this pop-up, Gymshark continues to demonstrate its proactive position in addressing customer needs, particularly amongst the black community, by making fitness more approachable and inclusive.
Gymshark’s ‘Twists ‘n’ Sets’ pop-up reinforces its commitment to inclusivity by addressing fitness barriers for those with textured hair.
