From 25–27 August 2025, Gymshark took over Drumsheds for LIFT:LONDON — a three-day brand festival produced by Scratch Creative that brought the global lifting community together under one roof. Across the weekend, athletes, fans and creators moved through a space reimagined as a training ground, cultural hub and celebration of strength.
Arrivals began at Pudo, where shuttle buses from Tottenham Hale dropped thousands of guests, while branded coaches carried Gymshark’s international athletes direct to the venue. The Lower Yard framed the entrance with food trucks from Kerb, giving guests fuel for a day of sport and spectacle.
Level 0 was transformed into the heart of the action. Here, platforms, conditioning zones and basketball courts ran alongside PR cages, creating a constant rotation of live challenges and workouts. Upstairs, The Stores became The Street — a Gymshark-built avenue of pop-ups, from the Pose Office and The Swole Arms to a tattoo studio and nail shop, each designed to thread Gymshark culture into the experience.
Room X carried the headline moments. Meet-and-greets with global athletes sat alongside workshops, a full studio for live broadcast, and the brand’s exclusive merchandise shop. A loyalty lounge and photo studio added places to connect, share and create content, while the main stage drew the crowd for live sessions that blended training with performance.
Broadwick’s team worked hand-in-hand with Scratch Creative to plan the event from the earliest logistics through to on-the-ground delivery. Extended build days were arranged at short notice to give crews time to finish custom installs, and additional deliveries were accommodated as the activation scaled. Across the weekend, Broadwick staff stayed on site to keep timings, movement and production running seamlessly.
With support from Kerb on food, Vibration Production on technicals, and Broadwick leading planning and logistics, LIFT:LONDON delivered Gymshark’s biggest brand activation to date. The event showed how Drumsheds’ scale and flexibility could give lifting culture the stage it deserves: part training camp, part festival, part global fan meet-up.
