Why Gymshark Is Opening a Barbershop

[Sensitive content: This article mentions suicide. If you’re struggling with mental illness or having suicidal thoughts, please call the National Suicide Prevention Lifeline: 1-800-273-8255.]Gymshark's decision to open up a barbershop in London may seem like an unlikely business venture. However, it's part of a plan from the sportswear brand to encourage men to look after their mental wellbeing, as well as their physical health. The British brand's "Deload" pop-up will run for seven days in the trendy Shoreditch area, providing a “non-judgemental safe space” for men to open up to professional mental health-trained barbers. And, of course, they can get a free trim while they're at it too. The "Deload" Barbershop will host haircuts, one-on-one-chats and panel discussions across the week It's part of a bigger content-based campaign from the business, which encourages young people to look after their mental health, providing content, stories and advice from wellbeing experts and medical professionals. A safe space for men Working with charity Campaign Against Living Miserably (CALM), Gymshark conducted research which found men were more comfortable opening up to to their barber than a therapist or doctor. In the U.K., CALM's data shows 125 people a week die by suicide, and 75% of all U.K. suicides are male. The organization, which just last month invested in its biggest ever suicide-prevention campaign, exists to change this by provoking conversation, running life-saving services and bringing people together. To support these efforts, Gymshark is running with the idea that "weight belongs in your hands, not your head," partnering with CALM get more men talking about their mental health in an environment that they feel comfortable in. All staff at the salon were trained by 12th Man, which offers free education for businesses and interest groups to help men make mental health part of their everyday conversation. All barbers at the shop have been trained by 12th Man which educates businesses around approaching men's mental health as a topic Barbers from London's Curfew Grooming chain will be cutting hair throughout the week, while Gymshark will be selling merchandise on-site, with all proceeds going to CALM. Panel discussions will also take place across two evenings, with representatives from CALM, Lions Barber Collective (which runs a similar initiative across the U.K. capital) and Curfew, as well as Gymshark athletes and influencers. This purpose-driven initiative from the fitness and apparel brand follows on from its bold “We, The Changemakers" work earlier this year, designed to elevate the voices of women in sports. The push focused on advocates working to break down biases and combat stereotypes by “using their glass ceilings as dance floors,” with a hero ad starring the likes of Precious Adams, a junior soloist with the English National Ballet and members of the Yellow Jacket Roller Derby at Georgia Tech Sport Club. Along with the campaign, the brand introduced Gym Safe Ladies, a U.K.-based group of men and women dedicated to raising awareness of sexual harassment within fitness environments and creating safe spaces for everyone. Do You Even Uplift Women, Bro? Gymshark Does

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Gymshark's Move Into the Barbershop Business Is Surprising, but Important

The brand's 'Deload' salon encourages men to talk about their mental health in a comfortable environment

Rebecca Stewart

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Rebecca Stewart