- Until Soho, a members’ club and workspace for the wellness industry, is due to open its doors next month after years of planning and 1,000+ membership applications
- The company’s founders hope it will create a dedicated space for fitness pros to operate and help restore the wellness industry following the challenges of the pandemic
- The 8,500 sq ft unit includes a 3,000 sq ft gym, nine treatment rooms, eight coaching rooms, podcast studios and a clubhouse for members to network and collaborate
- Backed by founders of multi-million-pound real estate businesses, Until is eyeing international expansion into Europe and the US within three years
LONDON, United Kingdom — Until, the world’s first members’ club and workspace for fitness professionals, has announced it will be opening its debut site in London’s West End this November.
The 8,500 sq ft unit, due to open within Ilona Rose House near Tottenham Court Road Station, has been purpose-built for “those who train, those who treat and those who coach”.
Personal trainers, physios, osteopaths, psychotherapists, nutritionists, acupuncturists and more will have access to 3,000 sq ft of central London gym floor real estate, nine treatment rooms and eight coaching rooms – a dedicated community-driven hub from which they can run their businesses.
Until Soho also boasts luxury changing rooms, a cutting-edge performance suite, podcast studios, private booths for video calls and a members’ clubhouse, where the founders hope professionals will come to rub shoulders with fellow leaders in their fields.
Members will also benefit from a raft of added extras typically enjoyed by salaried employees, such as health insurance, accounting advice, ongoing continuing professional development training (CPD) and business support clinics.
The team behind the new venture is working with Soho Estates, having raised $3m via an initial fundraise this year, including Alex Pellew, who led the redesign of Niketown London and subsequently as President of Parkrun, spearheaded its launch in France.
“Restoration of the wellness industry”
While Until Soho’s launch has been beset by “two false starts” itself, Co-founder Pellew acknowledged the wider fitness industry was still reeling from the pandemic and was likely to be impacted for years to come.
“Community will be at the heart of the business, and this is something that’s truly come to light in the wake of a global pandemic. By creating our own community and providing them with the services and solutions they need, we’re confident this will contribute to the restoration of the wellness industry,” Pellew said.
Adding: “We have found that health and wellbeing professionals are great at serving their clients, but all the tasks that go into running a business – marketing, accounting, business admin – that’s often the bit that they struggle with.
“Over time, we will take that work off their plates, so they can focus on what they’re brilliant at: transforming bodies, minds and lives.”
Sensitive to the months of uncertainty caused by COVID-19, Until will be offering “fully flexible and non-committable” memberships – starting from £149 – based on a peer-review process.
“The world we live in now requires flexibility and this is something we will provide our members with,” said Co-founder Vishal Amin. “The more services they use, the less expensive they are, and everything they book can be done easily and efficiently via our purpose-built, seamless digital platform.”
Amin added: “Working together with high quality professionals is critical for us – people who are leaders in their field that will add value to the community.”
Four London sites by summer 2022
While Until Soho’s doors haven’t even opened, the company has set itself ambitious targets to expand internationally from the get-go.
To do so, they’ll need to draw on the wealth of experience behind them, which according to the company’s press release has built “multi-million pound real estate businesses and led projects encompassing 14 million sq ft of commercial space in London”.
According to Amin, the company targets expanding to 15 sites across Europe and the United States within three years.
“After the W1 launch, we are then rolling out across the City and West London,” he said, with key targets including London Victoria, Liverpool Street, London Bridge and Waterloo.
“Our ambition is to have these four London sites live by summer 2022,” Amin added.
Until’s investors include senior executives and founders from major corporations, including Novartis, Bridgepoint, Secret Sales, IG Index and Abacus Insights.
Until Soho is due to open its doors on November 15.