Lorraine Kelly
FLANNELS has never been shy about shaking up the high street, and its latest move proves it. The retailer has folded a full-scale, next-gen training and recovery hub into its Briggate flagship — a bold statement that FLANNELS is no longer just selling clothes, it’s curating lifestyles.
For a brand that cut its teeth on luxury fashion, this is a natural evolution wrapped in Yorkshire grit. FLANNELS and HiiCLUB have built something that blurs the lines between gym, social space, and design-driven wellness centre. It’s the kind of collaboration that shows where modern retail is heading: hybrid spaces that give people more reasons to stay, train, shop and return.
Inside the flagship’s dedicated Active floor — already a magnet for premium names like Vuori, On, Lululemon, Boss Green, Represent 247 and a fresh 18montrose shop-in-shop — HiiCLUB LEEDS stretches across 5,000 square feet of polished wood, steel, sweat and ambition.
This isn’t a quick bolt-on. It’s a fully realised destination with three distinct zones, each built around HiiGRIND’s unapologetic “GET OBSESSED” philosophy. The message is simple: stop treating fitness as a chore and start treating it like a life upgrade.
HiiTRAIN: Where the Work Gets Done
This zone is the engine room — strength, conditioning, and running blended into four signature workouts: HiiHERO, HiiJACKED, HiiBRYD and HiiRUN. Everything is programmed by HiiCLUB’s in-house coaching squad, with 18 treadmills, 15 benches, seven rigs and more ergs than a rowing club on steroids. It’s designed to push people hard and send them out grinning.
HiiBALANCE: Leeds’ Biggest Reformer Pilates Studio
Fifteen reformer beds fill a calm, design-led space built for control rather than chaos. The timetable is packed, and it’s meant to suit the real world — early risers, lunch-break movers, evening decompressors. Leeds has never had a Pilates room this size or this slick.
HiiCONTRAST: Hot Meets Cold, Yorkshire-Style
The first dedicated hot-cold therapy suite in the HiiCLUB family brings two Brass Monkey ice baths and a six-person sauna into play. It’s the kind of space that makes recovery feel like ritual, not obligation.
FLANNELS Calls It “A Meaningful Addition” — Leeds Will Agree
Lauren Barrie, Group Head of Retail at Frasers Group, didn’t mince her words: “Introducing HiiCLUB to our FLANNELS Leeds flagship allows us to offer a wellness experience that sits naturally alongside our active and fashion brands. It’s a meaningful addition for the local community and reflects our ongoing investment in the North, where FLANNELS’ story started.
HiiCLUB Leeds represents a new kind of destination for our customers, one that brings retail, performance, and wellbeing together in a way that feels authentic and relevant.”
That blend of roots and ambition sums up the whole project. This is Leeds getting a world-class wellness space baked right into a retail landmark — not on the edge of town, not tucked inside a business park, but in the beating heart of Briggate.
HiiCLUB’s Vision: A Community, Not Just a Workout
Co-founder Josh Rose sees this as more than a smart business play: “Bridging the gap between fashion, lifestyle, and fitness feels completely natural to us as a brand, and I’m genuinely excited about what’s ahead. There’s nothing we love more than bringing our community together through brand events and meaningful collaborations. By working with Flannels in this way, we can really amplify these moments and give our customers the best possible experience.
Ultimately, we want people to get obsessed with HiiCLUB the way we are – not just for the workouts, but for the connections and positive lifestyle shifts that naturally come from being part of our community.”**
Rose, a former Leeds Tykes player and Yorkshire lad through and through, sees this as a homecoming — and a launchpad. Leeds is HiiCLUB’s second location after its Newcastle debut just 15 months ago, and its first inside a FLANNELS store. For a young brand already making global noise, planting deeper Northern roots makes perfect sense.
A Boutique Aesthetic With Real Graft Behind It
HiiCLUB’s style is part boutique hotel, part performance lab. Members get unlimited classes — a jab at the old-school health-club model that still caps access to reformer sessions. The message: if you’re serious, the door stays open.
The partnership gives FLANNELS a sharper edge in the rapidly expanding wellness space, while HiiCLUB gains a high-profile stage in one of the country’s most ambitious retail revamps. Both sides know what they’re doing. And for Leeds, this is a win that goes well beyond a new gym opening.
Fashion and fitness have been flirting for years. With HiiCLUB LEEDS, FLANNELS just made it official.
