Gymshark hair initiative targets more inclusivity for Black History Month

Gymshark is temporarily moving into hairdressing to celebrate Black History Month. The fitness community and apparel brand is to open Twists ‘n’ Sets, a pop-up hair salon in London’s Shoreditch between 25 and 27 October at 2 Hoxton Street.

And there’s a definite link as its inclusive space aims to help “remove the barriers between textured hair and fitness”.
 
According to research, 45% of black women avoid the gym due to concerns about hair maintenance, so Gymshark “is committed to breaking down barriers to fitness”. 

To further address this issue it created the Diffuse Sweat Headband earlier this year and it sold out in minutes. Now, not only is the Headband back with a broader range, but Twist ‘n’ Sets aims to give those with textured hair “one less thing to think about so they can get the most out of their workout”.
 
Partnering with Ruka Hair, attendees will have the opportunity to book 1-2-1 hair appointments with a trichologist and a selection of express hair styling services. They will also be able to buy hair products and accessories for all hair types, from a variety of brands, as well as a chance the chance to obtain the Diffuse Sweat Headband and the latest Gymshark products.
 
Aaliyah Dickens, Global Brand Culture Manager at Gymshark said: “When our community let us know that they were avoiding the gym because of concerns about hair maintenance, we couldn’t sit around and do nothing. We created the Diffuse Sweat Headband and were overwhelmed by the response for the first run. 

“We believe that, for our community to both come and get advice and treatments and try the Headband will go a long way to removing this barrier to fitness, without compromising on style.”