This past Bank Holiday, the Hyrox crowd didn’t just race, they got rinsed, recharged and rethreaded.
Gymshark showed up with a pop-up worth talking about: a full retro laundrette-meets-tailor, right in the heart of the Hyrox weekend. Dubbed the Lon-drette, the activation nailed a simple truth, Hyrox finishers collect patches, but they rarely find a place to put them.
Enter: a nostalgic space where athletes could finally stitch those hard-earned patches onto something wearable. Think tailors on standby, mechanical washing machines filled with Gymshark gear and detergent-style electrolyte shots served in collaboration with Puresport. GYMSPIN’s products also made a seamless appearance, tucked into the fabric of the experience.
Even the setting told a story, transforming Frank’s Sandwich Shop into a tribute to both the past and present, complete with a framed photo of the original owner from the ’70s alongside an early snap of Gymshark’s founder behind a sewing machine.
Beyond the visuals and novelty, this was a strategic move: a brand showing up in a peak cultural moment, not to sell, but to stitch itself deeper into the Hyrox and gym community.
