GYMNASIUM Floristry + Boutique Opens in Provincetown

FOR IMMEDIATE RELEASE

Provincetown, MA — May 2026 — GYMNASIUM Floristry + Boutique celebrates its Grand Opening on May 23 at 371 Commercial Street, introducing a bold, design-forward approach to floral arrangements that challenges traditional ideas of flowers and who they are for.

Founded by Adam Hughes and Kurt Dietrich, local residents and husbands, GYMNASIUM is rooted in Provincetown’s creative and LGBTQ+ inclusive community. The shop reflects their shared vision of creating a space where strength, beauty, and identity intersect—welcoming all people to engage with flowers in a more expressive and personal way.

“For more than a decade, we have been working towards opening a shop where everyone can experience the joy of giving and receiving flowers—regardless of who they love or how they express themselves,” said co-founder Adam Hughes.  

GYMNASIUM blends the discipline of the gym with the organic nature of floral design. “We create powerful and evocative designs that transcend boring binaries of masculine and feminine,” said floral designer Kurt Dietrich.

“Flowers are bold. Flowers are sexy. Flowers are for everybody,” the brand states, underscoring its commitment to inclusivity and reimagining floral culture.

Positioned as both a floristry and boutique, the new storefront will offer custom arrangements, artisan-made products, and a creative retail environment designed to invite exploration.