LONDON, United Kingdom — Groundbreaking boxing gym BXR is set to revolutionise London’s fitness scene with the integration of two popular fitness models under one roof.
Launching in January 2017, the state of the art venue, backed by IBF Heavyweight Champion Anthony Joshua, will be the capital’s first fitness facility to operate a members-only gym as well as a pay-to-train boutique fitness concept, in an attempt to bridge the gap between the two.
“BXR is a passion project for me,” explained Anthony Joshua.
“We have pulled together the best coaches, medical teams and equipment in the business and brought the ring to Chiltern Street. Offering state of the art training facilities for anyone who wants to join.”
Situated in the heart of Marylebone, BXR has secured a 12,000 sq ft site spread across ground and lower ground floors. Virtually unheard of for fitness studios navigating London’s challenging property market, the building features a 6-metre-high triple glass frontage, that will provide brand visibility and boost footfall.
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Once inside, members will have access to a full-size boxing ring, alongside state of the art equipment, from Keiser, Technogym, Wattbike, Hammer Strength and Eleiko. A team of elite trainers consisting of London’s most reputable boxing coaches, ex-champion boxers, MMA fighters and some of the top sports therapists and osteopaths, will provide members with the same level of advice and consultation that a professional athlete would expect.
As well as boasting an in-house clinic, powered by the Centre for Health and Human Performance, a bespoke fitness menu developed by urban juice bar and coffee concept Joe & The Juice ,will offer customers a range of pre-workout shots, post-workout protein shakes and healthy salads, served in the gym’s ringside lounge.
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Following the opening of BXR, ‘Sweat by BXR’ – the downstairs pay-to-train boutique fitness concept, will launch in February.
Designed to assist in creating, developing and maintaining the foundations for becoming a successful boxer, classes, which have been carefully curated to include a professional athletic element, will focus on strength and conditioning, cardio and technique.
“This is the first time that a private members gym is going to have a pay-to-train element in the same building,” one of the founders, who for now wish to remain anonymous, told Welltodo.
“I really wanted to merge a private members gym with a pay-to-train concept, to offer the pay-to-train client the benefits, amenities, and products that a member would usually get,” he explained.
Arguing that the current pay-to-train studios lack the high-end facilities associated with premium members clubs. In contrast classes at Sweat by BXR, which will be priced at £30, will give customers access to the club’s steam and sauna facilities, the CHHP and the bespoke food and beverage offering, the co-founder revealed.
With the boutique and premium club models currently key growth sectors in the fitness market, bridging the gap between the two is a savvy way to set BXR apart from its competitors and help boost customer retention, at a time when brand loyalty is low.
If successful, the creative business model has the potential to spark a wave of new entrants into the market, all hoping to follow suit.