Urban Gym Group announces partnership with Swedish sportswear brand ICIW
Announcement | May 11, 2026 | 2 minutesAmsterdam / Rotterdam, 11 May 2026 — TrainMore is proud to announce an exclusive partnership with ICANIWILL (ICIW), the Swedish sportswear brand that has built a devoted following within Europe's training community. From May 2026, ICIW will be the exclusive clothing partner across all TrainMore and Clubsportive locations in the Netherlands, with every staff member dressed in ICIW. The partnership reflects TrainMore's commitment to surrounding its members with brands that share the same values: performance, community, and a genuine passion for training. With 50+ locations, TrainMore and Clubsportive bring ICIW into the daily training lives of thousands of members across the Netherlands. "At TrainMore, the right environment makes the difference, and that includes the partners standing alongside our members. ICIW's values match ours, and we want to surround ourselves with brands that stand for the same things. It's a great match, and we're excited to bring it to life across all our locations," says Neil Randall, CEO at Urban Gym Group. The partnership extends well beyond clothing. Together, TrainMore and ICIW will develop and execute a shared program of community activations, uniting both brands' communities in and beyond the gym. At the heart of the collaboration is a shared conviction: that training is as much about community as it is about performance. "The Netherlands is one of our most important growth markets, and we are playing the long game here. This partnership is a statement of exactly that," says Ebba Lange, Chief Marketing Officer at ICIW. The partnership will be brought to life with a dedicated launch week from May 10–17, rolling out activations across TrainMore locations throughout the Netherlands. The week culminates in the exclusive TrainMore Locker Room Party on May 15th at TrainMore Rotterdam Coolsingel, one of the most anticipated events in the TrainMore calendar.