BXR is one of the most exciting brands in the fitness industry. Co-founder Alex Nicholl gives us a glimpse behind the scenes

In February 2022, BXR unveiled its second flagship location in London’s iconic Bishopsgate development. It followed the opening of the first location in Marylebone, London in 2017.

With more plans underway, including luxury retreats overseas and a site in London’s Battersea Power Station, BXR is building a legacy.

City of London’s highest gym
The Bishopsgate site has a full-scale BXR gym and two Sweat by BXR group exercise studios with breathtaking views of London’s skyline. Occupying the 25th floor of 22 Bishopsgate at 500ft, it’s been dubbed The City of London’s highest gym.

“22 Bishopsgate is an iconic building and we share the address with 12,000 people, including brands such as Apple. It’s amazing to be part of this vision,” says Nicholl.

“We’re excited to open our doors to all the businesses on site, as well as local residents. It’s such an exciting opportunity and I’m thrilled we’re part of the renovation of such an iconic London building.”

The role of technology
“Technogym helped us create the full BXR experience at Bishopsgate, with its beautiful and innovative cardio products, featuring Technogym Live,” he continues.

“Technology has always played a role in BXR’s experience-led customer journey, from the conception of the first location in Marylebone – when we launched seamless booking – to Bishopsgate, where we’ve introduced on-demand training content and entertainment across our cardio equipment from Technogym.

“We chose to implement the Technogym Live digital interfaces and the premium content – Technogym Sessions – across the cardio products at Bishopsgate to meet consumer needs,” says Nicholl. “The growth in consumer content consumption is clear and we recognise that expectations transfer – members expect to be able to consume content wherever they are, even when in the gym.”

Not only is the Technogym Live interface packed with various categories of guided content and social entertainment, such as Netflix, it also includes the trainer-led Technogym Sessions, providing users with engaging and motivating workouts and something different to elevate their cardio training experience.

Partnering with recognised brands
“I’ve worked in the fitness industry for a long time and always knew Technogym was a leading brand,” says Nicholl. “Having partnered with them for five years, I can say they’re best in class. We want to show BXR clients we select the best products on the market, and Technogym is definitely part of that selection. The equipment is well researched and designed, always innovative and has amazing aesthetics.”

BXR has partnered with Technogym since the brand started out in 2017 and in five years, Nicholl and his team have created a brand renowned for incredible class experiences, amazing spaces, a world-leading gym experience and a community that consumers want to be part of.

“BXR is run by a small team, so we were able to assess what was working as we grew,” he explains. “We were keen to keep moving into new locations, but don’t want to just offer huge spaces without a soul.

“BXR is all about community, quality, and exciting concepts. And we’re grateful to partner with leading brands such as Technogym that truly understand our values.”

More: www.technogym.com