A Nationwide Fitness Movement Built on Community, Experience, Collaboration & Storytelling.
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GBHQ is a multi-layered fitness ecosystem that brings people together through impactful community outreach, unforgettable fitness experiences, strategic collaborations, and powerful storytelling. Everything we do is driven by a single mission:
To make fitness accessible, inspiring, and life-changing for everyone — regardless of background, ability, or circumstance.
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What started as a personal journey of rebuilding from illness has grown into a UK-wide movement supported by events, apparel, media, partnerships, and a rapidly expanding community.
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To understand the business clearly, GBHQ is built on four interconnected pillars:
Community & Impact
Taking fitness, resilience, and opportunity to all corners of the UK.
This is the social heart of GBHQ. Through The GBHQ Tour, we visit schools, communities, and underserved areas completely free of charge. We deliver motivational talks, movement sessions, and accessible fitness experiences that inspire the next generation. Alongside this, our Lifting Clubs and other local events create welcoming environments where anyone can begin a fitness journey — regardless of age, experience, or confidence. What this achieves: Strengthens grassroots engagement Builds long-term brand loyalty Creates national visibility and goodwill Reaches demographics most fitness brands ignore Demonstrates measurable social impact ​This pillar is where GBHQ contributes back to the UK, not through marketing, but through action.
Experience & Competition
Events that unite people, celebrate effort, and build culture.
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GBHQ designs and delivers high-energy fitness events that people want to be part of: The GBHQ Games Southampton Fitness Festival Gym takeovers and partner activations These events give everyday athletes a platform, create unforgettable experiences, and reinforce the identity and culture behind the brand. They also serve as major engines for content, community growth, sponsorship opportunities, and merchandise sales. What this achieves: Large-scale brand exposure High community engagement Recurring event revenue Local and national partnerships Strong media assets. GBHQ’s events are growing into staple fixtures of the UK fitness calendar.
Collaboration & Opportunity
Developing people by bringing them into the mission.​
Unlike traditional fitness brands that operate top-down, GBHQ creates pathways for others to grow with the movement. This includes: Coaches who staff and support the festival and tour Ambassadors who help lead communities and represent the brand Volunteers who gain experience at events Gyms and organisations that collaborate on activations Schools and councils that partner on youth engagement This pillar builds an ecosystem where people can step into leadership, gain visibility, and become part of something larger. What this achieves: Expands operational capacity efficiently to allow for more events and support. Strengthens loyalty and internal culture. Builds future leaders from within the community Creates a scalable model for nationwide growth & opportunities for more people to join the movement. GBHQ grows by empowering people and giving them real roles, responsibilities, and opportunities.
Media, Content & Brand
At the core of GBHQ is world-class storytelling. Through GBHQ Studios and North Peak Films, we create high-impact visual content that captures the raw emotion, grit, and humanity of the fitness journey. This includes: Brand content Documentary-style storytelling Event coverage Apparel campaigns Personal brand development Social media series and features Alongside this sits GBHQ Apparel, which serves as both a revenue stream and a cultural identifier — a way for the community to represent the movement in daily life. What this achieves: ​ Strong brand differentiation, cinematic content that grows awareness A recognisable visual identity Emotional connection between audience and brand This is the storytelling engine that powers all other pillars.
Cinematic storytelling that elevates the movement.​
We are more
GBHQ is not just a fitness brand.
It is a national movement, powered by storytelling, community, and meaningful experiences.
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We reach people where they are.
We inspire them.
We give them opportunities.
And we bring them together through fitness.
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This is a rare combination of purpose-driven impact and that’s why the GBHQ ecosystem works. We connect people.