ICANIWILL partners with GOBOX to strengthen position in Belgium

ICANIWILL (ICIW) is taking the next step in its European expansion through a new partnership with Brussels-based premium fitness studio GOBOX. Following the announcement of Belgium as a focus market for 2026, the collaboration reflects a shared ambition to build a stronger local presence through partnerships, activations, and community-driven initiatives. 

Through the partnership, GOBOX becomes one of ICIW’s first official fitness studio partners in Belgium, marking an important step in establishing the brand locally. The collaboration brings together ICIW’s digital-first approach with GOBOX’s immersive boutique environment, creating a physical space where the brand can be experienced in a direct and meaningful way.

At the core of the partnership is the launch of ICIW Signature Classes, developed to combine GOBOX’s immersive training formats and strong community focus with ICIW’s gym-born identity and performance-driven approach. The concept spans indoor cycling, boxing-inspired training, and reformer pilates, reflecting a broad and modern training offering.

In addition to the classes, the collaboration will be integrated into the GOBOX studio experience through curated product exposure, enabling members to discover and interact with ICIW in context. The partnership will also include a series of local activations designed to strengthen brand visibility and foster long-term community engagement.

Belgium is a market where we see strong potential and a clear fit for our brand. Through partnerships like GOBOX, we can complement our digital presence with local experiences and continue building awareness in a relevant way, says Ebba Lange, Chief Marketing Officer at ICIW. 

The partnership officially launched on Thursday, 19 March, with an exclusive ambassador event in Brussels, bringing together local profiles and the fitness community to introduce and celebrate the collaboration.