28 CLUB BY FRASER GOUGH

Born from a simple frustration shared among friends - the lack of dependable, durable and elevated workout wear - Fraser Gough set out to build something better. What began as a solution quickly evolved into 28 Club, a fast-growing activewear brand powered by community, ambition and an appetite for innovation. With each drop eagerly anticipated by the brand’s extended community, 28 Club is redefining how a new generation blends sport with style, one milestone at a time.

In South West London, the brand’s studio hums with creative momentum. Moodboards populate the walls, prototypes are being refined, and Fraser Gough and his close-knit team are already shaping what comes next. Future-focused in both mindset and design, 28 Club champions functional pieces that move with the body, elevate performance and transition seamlessly from workout to everyday life – without ever compromising on style.

While the brand’s vision is firmly forward-looking, its origin story is just as compelling. In 2022, Fraser made a decisive leap, trading comfort for conviction. At the time, he was working in fintech, settled into a growth role he genuinely enjoyed.

“It was probably the first job I actually liked.” But beneath the surface, something was shifting. He felt a quiet restlessness, and a sense that his future might lie elsewhere. “I was building 28 in the background. When my company started making cuts, I knew it was the right time to take the leap and go full-time with my own project. “ What was to follow wasn’t just a brand launch, but the beginning of a fresh way of thinking, one that’s rooted in discipline, identity and community.

Fraser can trace the origins of 28 Club back to the viral discipline programme 75 Hard – a rigid 75-day challenge built around strict daily habits. Energised by the intensity, Fraser set about reimagining the ethos into one that offers more flexibility; aligned with the unpredictability of everyday life experienced by himself, his friends, and his wider age group. “I wanted something more adaptable, so I developed 28 Days Club, where you stick to habits for four weeks, then adjust and repeat.”

The concept quickly developed, having resonated early on with Fraser’s wider network of peers who prioritise aligning their everyday with fitness goals. “It evolved naturally”, he reflects. “We made some T-shirts, and before I knew it, it became a fitness brand.”

When it came to product, Fraser didn’t have to imagine some abstract consumer. All he had to do was look inward.

"Originally it was just us – our friends. We were heavy into fitness and found that existing gym gear wasn’t up to scratch.”

The issues were rooted in practicality: fabrics that didn’t dry quickly, garments that held odour, designs that couldn’t perform across training styles. “It wasn’t built for hybrid training,” Fraser concluded. The solution? A modern approach to fabric. “That’s where our mesh fabric came in. Our early customers were essentially us, so design always comes from our own experience, and then we refine based on feedback.”

Mesh soon became a signature. “It’s versatile. You can wear it in summer or layer it in winter – and we expanded it into singlets and tanks for high-intensity use.” But beyond fabric innovation, what defined the designs was dialogue. “Feedback from the community has been key in shaping these products.” The everyday running of 28 Club doesn’t follow a reliable script. “It’s very random.” Fraser continues, “One day I could be designing, the next looking at fabrics, planning photoshoots, or booking trips.”

As the brand grew, so did the team – a shift that allowed Fraser to focus on big picture thinking: creative direction and storytelling. “I’m lucky to have a team that supports me,” he says. “Even with great products, you need to have the right marketing behind them.”

For Fraser, campaigns are key to evolving the brand’s identity. “The Woodlands campaign was probably our most successful work [to date]," he says. “Not just because the product was good, but because the imagery hit perfectly.”

In an already saturated industry, 28 Club’s narrative became its point of difference.

The 28 Club aesthetic is instantly recognisable. Raw yet refined, grounded yet aspirational. Fraser traces this identity back to sport itself.

“In sport, there’s an emotional element, and we focus on capturing that rawly,” he explains. “We’ve refined it professionally, but the style remains natural.”

This year, that visual language is expanding beyond grassroots culture into professional sport. “We’re applying that aesthetic to professional athletes too,” Fraser says. Yet despite growth, intimacy remains central. “Being a small brand allows us to lean heavily into community engagement, which also sets us apart.”

Although it comes with a sense of freedom, entrepreneurship, Fraser admits, is not for the faint of heart. “Be ready for adversity and constant change,” he advises. Running a business is emotionally demanding – you're responsible for every component.”

Creativity may spark the idea, but execution sustains it. “Grit is essential. Creativity is only half the battle; executing properly, managing factories, deadlines, and logistics is the other half. You need to embrace both.”

The journey isn’t always smooth, which makes savouring the milestones all the more crucial. Some of Fraser’s proudest moments?

“Securing FLANNELS, opening our London office, building a team I genuinely like, and taking the team to China.” But it’s not just the headline achievements that continue to resonate. “Even the small wins, like buying the team laptops or seeing a campaign come together, are huge in a fast-paced environment.”

When asked what advice he would give to those keen to follow in his footsteps, Fraser is careful to not give an overly romanticised response:

“First, pay your bills. It sounds simple, but cash flow is critical.” And patience is an underrated virtue. “Don’t rush; focus on learning the craft, both creative and business.” A side hustle is not a distraction, but a training ground. “They teach sacrifice, discipline, and appreciation for when you go full-time.” At the end of the day, however, nothing else matters if you aren’t equipped with resilience. “Listen to feedback, be thick-skinned, and prepare for ups and downs. If you can balance creativity with business sense, your growth compounds quickly.”

Today, 28 Club is evolving. “We’ve pivoted slightly. Previously, we aimed to be a full-wardrobe replacement for fitness. Now, we’re focusing on creating desirable products, emphasising city culture in our collections.”

Paris is next. Tokyo is on the horizon. Product specifications are being refined, down to comfort-driven innovations like heat-transfer labels. 28 Club is shifting from performance wear to an indicator of a lifestyle. For Fraser, community isn’t part of the business strategy. It’s personal history.

“I grew up in a small village with little access to the lifestyle I wanted. Launching in London allowed us to create sessions where customers could train together. We’ve grown this into events, Discord chats and local meet ups. Community feedback has shaped products and built loyalty.”

Looking ahead, the ambition is simultaneously global and intimate. “We plan to open events to the community in Paris soon. Teamwork and culture are core – like playing team sports growing up, people thrive when they train together.”

The next five years for 28 Club are characterised by new intentions. “Strengthen the team, expand into new countries, collaborate with more athletes, and potentially a big warehouse to streamline operations,” Fraser outlines. A physical store remains a possibility, but not a priority. “Right now, the focus is building the business with systems in place for growth.” Athlete collaborations will prioritise authenticity over cultural clout. “We focus on athletes at different stages of their journey, not just the top-level pros,” Fraser says. “Relationships and shared growth are more important than prestige.”

Creatively, the future feels free. “Expanding our visual culture through city-focused campaigns, refining product desirability, and continuing to innovate based on community feedback,” Fraser says. “Everything ties back to improving products, experience, and engagement while keeping the raw, authentic 28 Club feel.”

In an industry often driven by noise, 28 Club’s story feels different – not louder, but deeper. Not built on spectacle, but on discipline. Not on celebrity, but on community. Not on trend, but on intention. Maybe that’s the brand’s defining feature. It’s a story that didn’t begin with a product, but with a mindset – and grew into a movement.