Gym gets new name as venue sees fresh changes

DW Sports Fitness in Cheltenham’s Brewery Quarter has been transformed into an Everlast Fitness.

The gym in the Brewery Quarter in the town has been taken over by Everlast Fitness and is still undergoing a ‘brand transition.’

This comes after DW Sports Fitness - which included 73 gyms - outlined plans to restructure its gym and retail portfolio according to Insidermedia.

Martin Long, group chief executive for DW Sports Fitness, said: “As a consequence of Covid-19, we found ourselves in a position where we were mandated by government to close down both our retail store portfolio and our gym chain in its entirety for a protracted period, leaving us with a high fixed cost base and zero income.

“Like many other retail businesses, the consequences of this extremely challenging operating market have created inevitable profitability issues for DW Sports. “The decision to appoint administrators has not been taken lightly but will give us the best chance to protect viable parts of the business, return them to profitability, and secure as many jobs as possible.” This isn’t the only new name arriving at Cheltenham’s Brewery Quarter. Escapehunt - which challenges visitors - has just opened its doors and new gym F45 will also open its doors in the new year along with restaurant Hubbox and joins the likes of The Alchemist which opened recently. The arrival of the new businesses comes after a whole host of names left the Brewery Quarter including cocktail bar Babel and the restaurants Frankie and Benny’s and Chiquito.