Merch and Muscles Collide at Gymshark’s LiftNYC Event

Get an inside look at one of the fittest events in the Big Apple.

Last updated on September 17th, 2024

British-based fitness apparel and accessories brand Gymshark recently joined forces with reigning five-time Classic Physique Olympia champion Chris Bumstead, who became a part owner in the company. How much of the company is now in Bumstead’s ownership is unclear — we asked — but it indicates Gymshark’s rising popularity in the fitness world.

After all, Bumstead is arguably the most influential competitive bodybuilder in the world, with 24.2 million Instagram followers at the time of this article’s publication. ranked Bumstead second in their top 100 most influential bodybuilders in 2024, behind only Dwayne “The Rock” Johnson. (1)

Gymshark is leveraging its popularity with convention-style fitness events in major cities like Los Angeles, Manchester, and Miami. “Lift” events feature Gymshark-sponsored athletes, including seven-time Mr. Olympia Phil Heath, doing meet-and-greets, hosting panels, and leading group workouts near full retail spaces that provide exclusive merch.

I attended the LiftNYC event at Pier 36 in New York City, NY, on Sept. 14-15, 2024. I participated in a bodyweight workout titled “Full-Body Flex,” led by Alli Meltzer and Marissa McNamara. The workout involved five rounds of burpees, squats, lunges, planks, and Russian twists.

These Lift events feature outlets for people to test big lifts in front of large, like-minded fitness enthusiasts cheering them on, including cages for deadlifting, bench pressing, and squatting. Food trucks and booths handing out free products, from Liquid Death to Sour Strips, line the outside of the venue.

Inside the venue was packed with people who looked like they enjoyed pre-workout the way others might enjoy a mimosa at brunch. The diverse crowd had everything from those with bags upon bags of merch to gym bros who chose to walk around without a shirt to show off their abs. People work hard on their physiques and knew they could display them to the appreciation, admiration, and even envy of those around them.

The energy was high, the community felt strong — figuratively and literally — and the experience was overall one that felt enjoyable without being overwhelming.

Gymshark’s Chief Brand Officer Noel Mack said this of LiftNYC:

“It was undoubtedly the greatest event in Gymshark’s history, both in terms of attendance, sales and just all-round vibes. We knew it was going to be a huge weekend when the queue was snaking all the way around the building and back as far as the eye can see by 10 a.m. on Saturday. People flew in from all corners of the world to lift, meet their heroes, and make new friends. One community member deadlifted 900 pounds on Saturday. Not to be outdone, Jamal Browner got in the cage on Sunday and pulled 1,000-plus-pounds.”

Head to the Gymshark website to see the company’s latest products and follow the brand on Instagram to keep up with future events.