Urban Gym Group Enters Ireland With Iconic Health Clubs Acquisition

The deal adds four Dublin clubs to UGG’s growing portfolio, with the locations set to become TrainMore and Clubsportive facilities

Urban Gym Group (UGG) has acquired Iconic Health Clubs Dublin, marking the multi-brand operator’s entry into Ireland as it continues to expand across Europe.

The deal adds four premium clubs — located in Smithfield, Dartry, Camden Street and the Irish Financial Services Centre — and brings UGG’s portfolio to more than 60 locations across the Netherlands, the United Kingdom and Ireland. Financial terms were not disclosed.

The Dublin clubs will be converted to two of UGG’s established concepts, TrainMore and Clubsportive. The company has not yet disclosed which locations will operate under each brand or provided a timeline for the transitions.

TrainMore is best known for its incentive-based membership model, which gives members €1 back each time they work out. The concept pairs that rewards system with premium equipment, design-forward spaces and group fitness programming.

Clubsportive, meanwhile, represents UGG’s higher-end, full-service offering, combining fitness facilities with spa, recovery and wellness services. UGG said the Dublin locations will feature amenities including red light therapy and saunas, along with complimentary coffee, sports water and protein shakes.

“We’re in the business of building communities — all ages, all backgrounds — where people show up consistently, train with purpose and feel like they truly belong,” UGG CEO Neil Randall said. “That means investing in the equipment and environment that makes every session worth coming back for. Dublin gets that, and we can’t wait to meet our new members and colleagues here.”

UGG’s European Expansion Continues

The acquisition builds on an active period of expansion for Amsterdam-based UGG.

In 2024, the company made a major push into the U.K. by acquiring Gymbox, the London fitness brand known for its high-energy clubs and unconventional programming. UGG has since continued to grow through both acquisitions and new openings, including the addition of Vondelgym Rotterdam earlier this year.

Its portfolio now spans full-service gyms, boutique studios and recovery concepts, including TrainMore, Gymbox, Clubsportive, The CLB, RUSH, PILAT3S and TRIB3.

For UGG, Iconic provides an immediate foothold in Dublin through an established operator with centrally located clubs and a hospitality-led approach. Iconic’s facilities offer group fitness, personal training and spa amenities.

“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 created here,” Iconic Health Clubs founder Barry Walsh said.

Walsh will remain involved with the business in an advisory capacity, sharing his knowledge and supporting the team through the transition.

“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,” he added.

UGG indicated that the Iconic deal could be the beginning of a broader Irish expansion. The company is actively seeking additional urban locations and said it is open to discussions with developers, landlords and gym owners in Dublin and other markets.

“We welcome conversations with developers, landlords and gym owners with strong urban locations in Dublin and beyond who are interested in long-term partnerships,” Randall said.

More from ATN

• Mark Mastrov joins the ATN Disrupt Podcast to discuss his return to the business he founded and his outlook on the fitness industry.
• Technology is no longer a future consideration for fitness and wellness operators For all the details, read the 2026 Technology and Innovation Outlook.
• Want the industry edge? Join ATN Pro for unlimited access, exclusive analysis and event perks.