Urban Gym Group has entered the Irish market with the acquisition of Iconic Health Clubs.

The move adds four premium Dublin clubs to its growing European portfolio, giving the Netherlands-based group an immediate presence in Smithfield, Dartry, Camden Street and the Irish Financial Services Centre.

The deal comes as competition in the Republic’s fitness market begins to intensify. 

Earlier this month, PureGym announced plans to enter Ireland with a Dublin opening in 2027, while Everlast Gyms is preparing to launch in the city this month.

Iconic’s clubs will be rebranded under Urban Gym Group’s TrainMore and Clubsportive concepts, bringing both brands to Ireland for the first time. The acquisition takes the group’s estate to more than 60 locations across the Netherlands, the UK and Ireland.

TrainMore operates a reward-based membership model which gives members €1 back every time they work out. Its clubs combine strength and fitness equipment with group exercise, recovery and wellness facilities.

Clubsportive is UGG’s premium, full-service proposition, combining high-performance training with spa, recovery and wellbeing services.

The Dublin clubs will introduce features associated with the two brands, including red-light therapy and saunas, as well as complimentary coffee, sports water and protein shakes.

“We’re in the business of building communities where people of all ages and backgrounds show up consistently, train with purpose and feel they truly belong,” said Urban Gym Group CEO, Neil Randall.

“That means investing in the equipment and environment that make every session worth coming back for. Dublin gets that and we can’t wait to meet our new members and colleagues.”

Iconic Health Clubs was founded by Barry Walsh in 2006 and has grown around a service model combining fitness with hospitality. Walsh will remain connected to the organisation, sharing his knowledge and supporting the team.

“Iconic was built on a genuine belief that great gyms and hospitality encourage members to keep coming back and I’m proud of what the team has created,” he said.

“Passing the clubs to Urban Gym Group feels like exactly the right fit – a group that shares that belief and has the scale and ambition to take it further.”

Ireland becomes Urban Gym Group's third national market and its second international expansion in less than two years, following the acquisition of ten-site London operator Gymbox in October 2024.

The group has been pursuing a buy-and-build strategy alongside organic development, acquiring established operators and properties before deploying the brand it considers best suited to each location. In May, it reached 50 TrainMore clubs in the Netherlands following the acquisition of Vondelgym Rotterdam.

Unlike Gymbox, which has retained its identity under Urban Gym Group ownership, the Iconic name will be replaced. The decision to divide the Dublin estate between TrainMore and Clubsportive also indicates that the company sees opportunities at different price points in the city.

Financial terms of the Iconic acquisition have not been disclosed.

Urban Gym Group raised €16 million in growth capital from Rabobank and Dutch Mezzanine Fund in 2022 to support acquisitions, new locations and expansion into new territories. The group has not disclosed how this capital has since been deployed.

Watch Urban Gym Group CEO, Neil Randall speaking at the HCM Summit 20025 here.