Frasers Group has opened the first Everlast Gyms+ site in London, introducing what the brand describes as its most complete concept to date.

Located in Chiswick in a former Roko club, the new facility spans around 27,000 square feet. The idea behind the Gyms+ format is straightforward: combine the scale and value of a big-box gym with the programming, recovery and social spaces normally associated with boutique studios.

For Everlast, this site is a statement of how the brand wants to evolve.

The centrepiece of the club is the large training floor, fitted with the Nike Grind strength range. The equipment uses recycled Nike materials and sits within a layout designed for high-volume training without feeling overcrowded.

Alongside traditional gym space, the club runs a number of structured class concepts. These include Reformer Pilates, high-energy conditioning sessions called Hustle, and mobility-focused sessions under the Breathe format.

The intention is to give members the variety of boutique classes within a larger gym environment.

One of the most distinctive areas inside the club is the HYROX Performance Center. The dedicated zone is designed specifically for athletes preparing for the global fitness racing format HYROX.

As HYROX continues to grow across Europe, more gyms are creating specialist spaces for sled pushes, functional stations and race simulations. Everlast has leaned heavily into that trend with a purpose-built area inside the flagship.

Recovery is also a core part of the concept. The club includes a 20-metre swimming pool, alongside a recovery suite featuring sauna, steam rooms and ice baths.

Members can move from high-intensity training sessions into structured recovery spaces, which is something that traditionally sat outside the big-box gym model.

The club also includes a Myprotein Kitchen, linking the fitness experience to post-workout nutrition.

Everlast Gyms+ sits slightly above the brand’s standard clubs in terms of offering, but pricing still aims to stay competitive.

Memberships across the network start from around £30 per month in some territories. At the Chiswick flagship, the top Champion tier reaches around £150 per month, which includes guest passes, unlimited HYROX sessions and Reformer classes.

That pricing structure reflects the broader strategy: keep entry accessible while offering premium tiers for members who want the full experience.

Everlast now operates around 60 clubs across the UK and Ireland, and the Gyms+ concept signals the next stage of its expansion.

By adding boutique-style programming, specialist training zones and dedicated recovery facilities, the brand is positioning itself somewhere between traditional big-box fitness and premium studio experiences.

The question now is whether large operators can deliver the same class experience and coaching quality that boutique brands built their reputation on.

Check out here for more stunning gyms that we’ve featured.