LONDON, United Kingdom — London-based boutique fitness operator 1Rebel has opened the world’s first spin studio amphitheatre aimed at taking indoor cycling to the next level.
The 7,000 sq ft space, located within Victoria’s Nova development, houses an 86-bike studio split over 3 levels, encasing an instructor platform that ascends and descends during the class, as well as a unique 3D sound system worth £600,000.
Founding duo James Balfour and Giles Dean see the unsurpassed investment in design and fit out as meeting the millennial demand for impactful experiences, and argue that the studio elevates the concept of experiential fitness to a level unmet by competitors. As part of a growing number of boutique studios vying for the attention of the capital’s consumers, upping the quality of design and facilities to this level is becoming increasingly important in order for fitness studios to stand out.
“We serve at the pleasure of our customers and our customers are telling us that design, brand and, most importantly of all, experience matter,” explained Dean.
“It is therefore fundamental therefore that the customer experience is given centre stage and that facilities adapt accordingly.”
Having recently secured £6.6 million in funding from private equity firm Codex Capital to grow its brand across London and beyond, earlier this year 1Rebel opened a further two sites. Located in Bayswater and Southbank, both deliver 1Rebel’s main fitness concepts: Ride, Rumble and Reshape.
As the fifth location for the boutique operator, which opened doors in 2015, 1Rebel Victoria stays true to the brand’s recognisable aesthetic. From luxury industrial-modern copper piping to white lacquered exposed brick and galvanized steel, the futuristic design keeps attention to detail at its heart, while the three-tiered, experiential space drives home the brand’s “fitness as entertainment” message, which Dean is keen to keep pushing.
“We love to innovate, push boundaries and we believe our customers respect us for it,” he told Welltodo.
And as for the future? “1Rebel has never looked so exciting as it does right now. We have a number of opportunities both domestically and abroad that are very interesting. One thing is certain though, we won’t expand unless we are confident that we can deliver the true 1Rebel experience,” he revealed.