The partnership will see Everlast open Myprotein-branded kitchen concepts inside its clubs, offering on-site nutritional products, along with support for members and staffers
Everlast Gyms is diving into the nutrition side of the fitness and wellness industry through a new partnership with Myprotein. The hybrid big-box and boutique fitness gym operator will now include on-site kitchen concepts across 60 U.K. and Ireland locations, rebranding its Flavore bars to Myprotein Kitchens.
Each Myprotein-equipped location will offer a menu of fresh smoothies, nutrient-dense snacks, protein powders and fitness apparel.
The partnership comes on the heels of Everlast’s recent three-year deal to incorporate 60 Hyrox performance centers in its locations by 2028. Its Hyrox collaboration extends to the Myprotein partnership, with a Hyrox x Myprotein range of snacks and drinks.
“Our partnership with Myprotein offers a total synergy with Everlast Gyms’ existing partners and marks a significant step forward in our mission to deliver a 360-fitness experience for our members,” said Everlast Gyms managing director Dan Summerson. “Building on our recent Hyrox partnership, this new collaboration reinforces Everlast Gyms’ growing reputation as a strategic partner for some of the biggest names in the fitness industry.”
Myprotein is not only adding nutritional support to Everlast Gyms, but also spaces for socializing, unwinding and working, with select locations offering co-working pods to rent. As the two fitness and wellness brands come together, Myprotein will also become the official nutritional supplier for all Everlast locations, in addition to providing specialist coaching support through its Coach Club program.
Myprotein Kitchens will be rolled out across the 60 locations over the next 12 months. As a perk for the Everlast Gyms team, coaches and personal trainers will be enrolled in Myprotein Coach Club, where they will have access to nutrition education, discounts, financial benefits and a network of fitness professionals.
“By connecting Everlast Gyms’ best-in-class gym spaces with Myprotein’s nutrition, refuelling and recovery products, we’re continuing to raise the bar on what a modern gym can offer,” Summerson added.
