In a bold new collaboration, fitness brand Gymshark has joined forces with UK-based anti-knife crime charity Steel Warriors to tackle the urgent issue of knife violence, which continues to impact thousands of young people across the country. The partnership, which officially launched in September, aims to create lasting change by converting weapons into tools for empowerment, with outdoor street gyms made from melted down knives.
Transforming Knives into Strength
Since its inception in 2017, Steel Warriors has worked tirelessly to reduce the number of knives on UK streets. Through their initiative, over 100,000 knives have been removed and repurposed into outdoor fitness spaces where young people can train for free. These street gyms offer a safe, judgment-free environment where individuals can focus on their physical and mental health, using fitness to instil discipline, routine, and structure—key factors in steering young people away from violence and crime.
The campaign’s slogan, “Creating communities built by steel, not broken by it”, embodies the mission of both Gymshark and Steel Warriors: to provide opportunities for young people affected by knife crime, violence, and social exclusion, and to empower them through fitness.
Put Down, Pull Up, Show Up
The collaboration centres around three pillars: Put Down, Pull Up, and Show Up.
- Put Down focuses on raising awareness about the severity of knife crime in the UK and educating young people on the life-changing benefits that fitness can offer as a positive alternative.
- Pull Up emphasises the transformative power of the gym, providing a supportive space where people can develop discipline and self-confidence, qualities that can help them avoid crime. The street gyms, built from melted-down knives, are designed to be accessible to all, offering a place to train and grow both physically and mentally.
- Show Up addresses the issue of accessibility, as many young people lack access to proper training facilities. As part of the partnership, Gymshark will be installing bars and equipment crafted from repurposed knives in their London stores on Regent Street and Stratford, allowing anyone to train for free. Additionally, they’ll support young people by funding personal trainer qualifications and providing financial support for future Steel Warriors gyms.
Changing Lives through Fitness
Cristian d’Ippolito, Head of Marketing at Steel Warriors, expressed excitement over the partnership: “Teaming up with Gymshark really is a dream come true. We’re thrilled to have such a relevant partner support us in this new chapter, helping us further our reach, grow our community, and positively impact the lives of more young people.”
Gymshark’s involvement comes at a time when the need for action against knife crime has never been more critical. By amplifying Steel Warriors’ message and encouraging people to choose fitness over crime, Gymshark hopes to inspire more young people to take control of their futures.
Noel Mack, CEO of Gymshark, shared his enthusiasm for the project: “We’ve helped thousands on their fitness journeys and built a community that supports others just starting theirs. If we can shine a light on Steel Warriors’ mission and encourage people to improve their physical and mental health while staying away from crime, then we’re absolutely here for it.”
Building Communities, One Gym at a Time
Steel Warriors’ work doesn’t stop at removing knives from the streets; it’s about building a network of free, accessible gyms where young people can find a sense of belonging and purpose. These street gyms, focused on callisthenics, are located across London, including North, South, and East London, and are open for all, with no bookings required.
The impact of these gyms extends far beyond physical fitness. They offer young people a safe space to grow, develop their passions, and pursue their goals, fostering stronger, more connected communities in the process.
Join the Movement
With Gymshark’s support, Steel Warriors are set to reach new heights in their mission to reduce knife crime and provide young people with the tools they need to succeed. Whether it’s through training at one of their street gyms, participating in in-store activations, or working towards a personal trainer qualification, the collaboration is creating opportunities for growth and empowerment.
As both organisations look to the future, one thing is clear: the fight against knife crime doesn’t end with melting down weapons—it begins with building stronger, safer communities.
For more information on how you can support Steel Warriors or find a street gym near you, visit their locations in North, South, and East London, or get involved through Gymshark’s in-store initiatives.
