Myprotein X Everlast Gyms
After establishing a high-street beacon of success, D4R designs the next-generation Myprotein Kitchen to seamlessly embed nutrition and commerce into the heart of the Everlast Gym experience.
gym branded takeover
Setting a benchmark for gym nutrition.
Designing the template
The Myprotein Kitchen was initially a bold, temporary concept, intended to test the waters of physical wellness retail. Its success, however, was so overwhelming that it rapidly transcended its one-year mandate, cementing itself as a permanent, high-street beacon in the city centre. This proved unequivocally that Myprotein, a digital giant, could create a thriving physical hub.
The next challenge was not just expansion, but strategic integration. Leading to the landmark partnership with Everlast Gyms, aiming to revolutionise the member experience. Taking the vibrant energy and proven profit potential and embedding it directly into the heart of a partner’s high-traffic environment. Initially, the plan was to focus on two critical locations: the high-performance Liverpool Sports Direct Everlast Gym and the premium Nottingham Everlast Gym, establishing the template for a massive future rollout.
idea
For any leading brand aiming to scale, efficiency and impact are essential. Myprotein approached D4R, a long-standing partner with a proven history of translating digital identity into robust retail environments, to solve this scaling challenge.
The core idea, inspired directly by the success of the Manchester Kitchen, was a Myprotein Kitchen takeover, a total brand convergence that would seamlessly introduce a strong Myprotein presence while elevating the existing Everlast Gym aesthetic. Focusing on the Nottingham and Liverpool sites established the blueprint for premium design across all future locations.
Insight & strategy
The strategy to bring this concept to life centered on harmonising two powerful brand identities. The designs had to function brilliantly across diverse environments, from the refined, ‘country club’ feel of Nottingham to the raw, performance-driven energy of Liverpool. To achieve cost-effective scalability while ensuring premium execution, we developed a system that paired standardised retail fixtures- the mesh shelving, POS package, fridge vinyl takeover- with high-impact, site-specific materials. This approach protects the budget without sacrificing the luxury feel.
The critical creative decision was transforming the counter into a destination: using illuminated branding against contrasting materials like classic wooden cladding in Nottingham and sleek graphite grey in Liverpool, immediately elevated the space, turning a gym bar into a sophisticated recovery hub.
realisation
The kitchen functions as a high-impact, multi-functional hub for performance and community. The physical space is anchored by a premium bar, instantly identifiable by the striking face-illuminated Myprotein logos, which draws members in for immediate, post-workout recovery. Here, members access a curated menu of fresh, macro-optimised products, including smoothies, high-protein snacks, and the exclusive HYROX x Myprotein performance range.
To facilitate engagement and education, the concept incorporates a specialised retail system: mesh display shelving gives the supplements and accessories a gym-appropriate, industrial aesthetic. Additionally, adjacent to the Myprotein Kitchen, we extended the brand’s presence by showcasing Myprotein activewear on the apparel wall bay. Beyond transactions, the space is engineered as a “third place”, a hub for socialising, relaxing, and even co-working.
The project’s realisation confirms that effective design and execution are direct pipelines to long-term commercial commitment. The successful delivery of the Nottingham and Liverpool sites achieved the brief’s primary goal: establishing a 360-degree fitness experience.
The new Myprotein partnership with Everlast quickly drove member engagement and unlocked valuable new revenue streams through exclusive offerings such as smoothie bars and the HYROX range. This outcome proves that a well-executed pilot, supported by a scalable design strategy, transforms a temporary concept into a guaranteed national expansion plan.
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