LONDON, United Kingdom — 1Rebel is tackling the excessive consumption of plastic in the fitness industry with a new commitment to sustainability that will see the boutique fitness operator eliminate single-use plastic across all of its studios.
Launching at the brand’s new South Bank studio which opened earlier this month, the #RebelAgainstPlastic initiative will be rolled out as standard practice across all of the operator’s forthcoming studio launches – Bayswater, Victoria and Kings Cross. The brand’s existing two city studios – St Mary Axe and Broadgate – will also adopt the policy.
“We are all aware of the shocking statistics around the amount of plastic waste that ends up in our oceans every year,” explained James Balfour, Co-Founder and CEO of 1Rebel.
“As innovators in the fitness industry, we have a responsibility to tackle this problem and put an end to the mindless consumption of plastic that has become the norm within the gym environment. We hope this inspires others to overhaul their waste and recycling policies in a similar way.”
After calculating that its annual plastic bottle consumption exceeded over 37,000 units at its two City-based studios alone, 1Rebel says it decided to take action. The plan is that reusable stainless-steel containers will replace plastic water bottles across all studios, plastic protein shake cups will be switched to biodegradable cups and straws and 100% recyclable and reusable kit bags will be introduced in all of its changing rooms. In addition, staff will participate in regular briefings on how to reduce plastic consumption on a day-to-day basis.
Founded by entrepreneurs James Balfour and Giles Dean in 2015, 1Rebel is currently undergoing an ambitious growth stage, have raised £6.6m to expand its presence across the capital.
With plans to open three new studios by the end of 2018, the operator hopes to bring the 1Rebel experience to a wider audience — its pledge to focus on becoming a more sustainable business will no doubt help to further that ambition, by tapping into the new wave of conscious consumers.
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