ICANIWILL x TrainMore

Swedish sportswear brand ICIW continues to grow across Europe – and this time, we’re taking the next step together with Urban Gym Group in the Netherlands. As the new exclusive clothing partner, we’re entering more than 50 premium gyms across the country, becoming part of the daily training experience for thousands of members.

Urban Gym Group is one of the Netherlands’ leading premium fitness operators, with clubs where environment, experience, and community are at the core. The partnership will launch with a dedicated launch week from May 10–16, featuring activations across gyms nationwide. The week will culminate in the Urban Gym Group Locker Room Party in Rotterdam on May 15 – one of the most anticipated events of the year – where we’ll celebrate the start of something big together.

Since launching in the Netherlands just over a year ago, the market has quickly become one of our strongest outside the Nordics. The partnership with Urban Gym Group is a natural next step in that journey, giving us the opportunity to get even closer to our community and become a true part of everyday training.

But this goes beyond clothing. Together, we’re building something bigger. Through a shared program of activations and events, we’ll create experiences that extend beyond the gym – where community, motivation, and movement take center stage.

This is just the beginning of a long-term partnership.