TRIB3 Debuts Boutique-In-Gym Concept

TRIB3 is getting creative to grow its European footprint.

What’s happening: Adding to its 18 standalone studios in the UK, Ireland, The Netherlands, Spain and Finland, the HIIT fitness chain is debuting a new boutique-in-gym concept.

Expanding its Amsterdam presence, the first two studios will open inside Dutch gym TrainMore’s Koninginneweg and Haarlem sites this month, with additional locations planned for Portugal.

Inside job. Kick-started by the pandemic, as more consumers embrace hybrid fitness, the traditional health club format is evolving.

Borrowing from boutiques studios and digital disruptors, club-in-club offerings combining community, specialisation and inclusivity (elements often overlooked on the gym floor) are helping big-box gyms engage holistic exercisers.

Part of the club. Adding value through boutique-style experiences, gyms are seeking plug-ins:

• London gym chain Third Space recently partnered with fitness racing organiser HYROX for in-house competition training.
• UK HIIT specialist Fiit offers Fiit Pods (for private workouts with digital content) and Fiit Studios (designated class space) at select Gym Group locations.
• Virgin Active created dedicated club-in-club training spaces, called Lift Club, outfitted by strength equipment maker Eleiko.

Thinking outside the box, last year premium gym operator Holmes Place launched Holmes Place Boutique in Berlin – a standalone studio delivering group classes designed to enhance community.

Delivering mixed results, the approach, previously trialled by David Lloyd’s standalone HIIT studio Blaze and Third Space’ boutique brand Another_Space, subsequently saw both UK operators shutter their offshoots in favour of an in-house approach.

Looking ahead: As gym operators strive to become more things to more people, club-in-club concepts bridging the divide between big-box and boutique are one of many rebundling strategies picking up pace. As the industry adjusts, that means more consolidation and collaboration.