LONDON, United Kingdom — London-based boutique fitness operator Ten health & Fitness has secured £4M in funding from Foresight Group to roll out additional locations across Greater London, doubling the business within three years.
The pioneering boutique brand, which bridges the gap between the world of fitness and the medical sector, currently operates eight studios across London, with a ninth planned near Tottenham Court Road, for later this year.
Speaking about the investment, founder Joanne Matthews explained: “Our mission has always been ‘to bring more Ten-ness to more people in more places’, and we’re really excited about being able to drive the pace of growth in line with our ambitions.”
Founded by Mathews in 2007, Ten has made it a point to provide a ‘prehabilitative’ approach to fitness and exercise, offering classes that straddle both the fitness and medical world in order to put its client’s needs first.
Twelve years on, the company has experienced considerable organic growth across London with sites in Notting Hill, Chiswick, Mayfair, City of London and St James’s.
In 2018, the company launched TenClinical; a bespoke, scientifically proven and clinically approved exercise prescription, designed for clients suffering from medical health issues, offered within a supportive and empowering boutique environment.
“The need – and opportunity – to provide specialist exercise to people with life-altering clinical conditions is huge and we have big plans for TenClinical,” Justin Rogers, Creative Director at the brand, told Welltodo.
“The concept has been really well received by the medical and clinical professionals we’ve talked to, we’ve had some lovely feedback from clients, and the team and client base are growing nicely,” he added.
Currently, the programme is offered at its Fitzrovia, St James’s, Hatton Garden, Notting Hill, City and Chiswick sites, but the brand is looking to roll it out at more of its existing studios, as well as making it a key part of new studio openings moving forward.
It is also in talks with a couple of medical providers about opening standalone clinical sites in or near their premises, revealed Rogers.
By integrating a collaborative approach between trainers and therapists into its model, the brand has managed to carve out a niche for itself within an increasingly competitive market — and it’s a strategy that has caught the attention of investors.
According to David Turner, Senior Investment Manager at Foresight, “Ten offers a unique proposition in the wellbeing and clinical fitness markets”, while Ali Aneizi, from Tamweel, which advised the shareholders of Ten Health & Fitness to back the deal, added that the brand is in a great position to “build a business of scale”.
With plenty of areas in London with the right target audience that the brand isn’t currently serving, “there’s still plenty to play for,” commented Rogers.
If it can succeed in capturing that audience, the brand will be one step closer to achieving its goal of becoming the market leader in wellness within the boutique health and fitness sector.