Digital Fitness Platform GRNDHOUSE Launches App & Studio

LONDON, United Kingdom — GRNDHOUSE, an online fitness platform co-founded by five former Barry’s UK trainers has announced the launch of a new app and studio.

The one-year-old company, which launched as a digital-only strength training platform offering streamed workouts via its website, will now deliver over 400 on-demand classes through an app, as well as a packaged studio agenda.

The strategy highlights the growing shift towards fitness offerings that take a hybrid approach to enable consumers to pick and choose how and where they want to work out. And, explained Co-founder Louis Rennocks, it allows the brand to deliver a proposition that’s even more accessible.

“More so than ever, we just don’t know people’s routines anymore,” Rennocks told Welltodo.

“Previously, we knew when people took their lunches, when they were going to work, when they were leaving the office — everyone’s lifestyles were very rigid. Now we appreciate that people are more flexible and we’re willing to be the same. No matter where you are or what you’re doing, we want to cater for people with very busy lifestyles. Plus, with the app and the studio, we now have the ability to reach more people globally than ever before.”

Officially opening its doors this week, the new 4,500 sq ft venue in Paddington, London, will not only act as a film studio where its trainers will shoot new app workouts but also run daily strength-based classes. In addition, it will house an upstairs and downstairs lounge area selling fresh artisan coffee and protein shakes, a retail space, changing facilities, vanity area and more — all designed to act as a community hub for its members.

The app, meanwhile, will provide a progressive, strength-based training programme featuring workouts varying in intensity and lasting from 30 to 60 minutes, as well as a series of ‘Express’ workouts lasting from 10 to 15 minutes. According to the brand, clients will also be able to see real-time metrics appear on their phones as they train with the app‘s wearable connectivity feature.

“The app will allow members to create their own profile, follow and be followed by their trainers and fellow members, gather data to enhance training, collect awards and post their results overlaid with a selfie on their timeline for the community to champion and inspire each other,” shared Connor Minney, Director of Operations.

The vision for the brand has always been to have both an online and an offline presence with metrics, focusing on strength training, Rennocks revealed — a plan that has now come to fruition thanks to its recent £1.5 million investment round led by VC firm Passion Capital, with additional investment from strategic angel investors and via equity crowdfunding platform Seedrs.

However, GRNDHOUSE isn’t finished yet when it comes to levelling up its offering, with further innovation already in the pipeline.

“Our vision is to make GRNDHOUSE into a worldwide, globally recognised brand. We want to make elite strength training accessible, and we’ll do that by making training fun. We’ll make it easy to follow through structured programmes and with both our online and offline offerings, I think we can change the way people exercise forever,” Rennocks told Welltodo.

“I believe that in five years time, you will see GRNDHOUSE all around the world acting as a global leader in the fitness industry.”