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Les Mills International
Les Mills International
Les Mills International
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

News

1Rebel pivots to open first local studio with new RIG workout concept

1Rebel has launched its first local studio
The opening is part of 1Rebel’s strategy to open sites away from central London to cater to a new demographic of homeworking customers
The Hammersmith site is the ninth studio in 1Rebel's portfolio and follows the launch of the new flagship studio in Oxford Circus
The operator has used the opening to launch its new fitness concept called Rig

1Rebel, which has been partly dependent on commuter business in its central London locations, has pivoted to launch its first local studio in Hammersmith, west London.

The 3,500sq ft club is part of 1Rebel’s strategy of launching local sites to cater to the new demographic of customers who are now working from home.

Co-founder, James Balfour, said: "This is our first venture away from central London, but we know the appetite is there, especially as we can see life returning to normality and people putting their health above anything else."

Balfour added that the open-plan design is "born out of trying to create a greater sense of team and community within the workout".

In keeping with 1Rebel’s signature look, the studio has a darkened room laced with coloured lights, indicating the eight team zones, as well as a sound system delivering a nightclub vibe.

This is the ninth studio in 1Rebel's growing portfolio.

The boutique operator has also used the opening to launch a new fitness concept called Rig – a combination of HIIT and functional fitness.

It features four zones – bike, row, bench and rig – and will test the users' endurance through a full-body exercise session.

Rig will be available in five class types; Strength, Intensity, Engine, Teams and Benchmark.

The teams' session will run every weekend and is a chance for members to come together and build a sense of community.

Balfour added: "As a brand, we're constantly looking at how to innovate and provide our customers with the very best in fitness, and we believe Rig is up there alongside Reshape, Ride and Rumble.

"This community-focused concept is designed to champion strength while challenging and pushing people's limits."

The Hammersmith location will also see the introduction of The Changing Room, a new design concept combining male and female changing rooms into one communal space and 'fusing exercise and recovery into one'.

Featuring individual shower cubicles with connected but private personal changing areas, The Changing Room will also include both male and female vanity stations offering 1Rebel’s amenities.

The new Hammersmith opening follows hard on the heels of 1Rebel's new Oxford Circus location, which opened recently.

The company says the new Oxford Circus flagship "pays homage to what goes on behind the famous window displays and glassy shop floors, reflecting the grittier storerooms, loading bays and warehouses – where all the real work takes place".

The studio, housed in a raw, warehouse-like space, offers two of 1Rebel's three core concepts; Reshape and Rumble. Each features bespoke playlists that have been curated by in-house DJs, while certain sessions feature live entertainment.

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News

1Rebel pivots to open first local studio with new RIG workout concept

1Rebel has launched its first local studio
The opening is part of 1Rebel’s strategy to open sites away from central London to cater to a new demographic of homeworking customers
The Hammersmith site is the ninth studio in 1Rebel's portfolio and follows the launch of the new flagship studio in Oxford Circus
The operator has used the opening to launch its new fitness concept called Rig

1Rebel, which has been partly dependent on commuter business in its central London locations, has pivoted to launch its first local studio in Hammersmith, west London.

The 3,500sq ft club is part of 1Rebel’s strategy of launching local sites to cater to the new demographic of customers who are now working from home.

Co-founder, James Balfour, said: "This is our first venture away from central London, but we know the appetite is there, especially as we can see life returning to normality and people putting their health above anything else."

Balfour added that the open-plan design is "born out of trying to create a greater sense of team and community within the workout".

In keeping with 1Rebel’s signature look, the studio has a darkened room laced with coloured lights, indicating the eight team zones, as well as a sound system delivering a nightclub vibe.

This is the ninth studio in 1Rebel's growing portfolio.

The boutique operator has also used the opening to launch a new fitness concept called Rig – a combination of HIIT and functional fitness.

It features four zones – bike, row, bench and rig – and will test the users' endurance through a full-body exercise session.

Rig will be available in five class types; Strength, Intensity, Engine, Teams and Benchmark.

The teams' session will run every weekend and is a chance for members to come together and build a sense of community.

Balfour added: "As a brand, we're constantly looking at how to innovate and provide our customers with the very best in fitness, and we believe Rig is up there alongside Reshape, Ride and Rumble.

"This community-focused concept is designed to champion strength while challenging and pushing people's limits."

The Hammersmith location will also see the introduction of The Changing Room, a new design concept combining male and female changing rooms into one communal space and 'fusing exercise and recovery into one'.

Featuring individual shower cubicles with connected but private personal changing areas, The Changing Room will also include both male and female vanity stations offering 1Rebel’s amenities.

The new Hammersmith opening follows hard on the heels of 1Rebel's new Oxford Circus location, which opened recently.

The company says the new Oxford Circus flagship "pays homage to what goes on behind the famous window displays and glassy shop floors, reflecting the grittier storerooms, loading bays and warehouses – where all the real work takes place".

The studio, housed in a raw, warehouse-like space, offers two of 1Rebel's three core concepts; Reshape and Rumble. Each features bespoke playlists that have been curated by in-house DJs, while certain sessions feature live entertainment.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Related news

1Rebel enters Middle East with two club in Riyadh, Saudi Arabia

06 Jan 2021
HIIT brand 1Rebel has entered the Middle Eastern market for the first time, with the ...

1Rebel is splitting profits from home TV workouts with freelance instructors

06 Apr 2020
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James Balfour says 1Rebel is ready to 'hand the keys to its clubs' to the NHS

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HCM Magazine
Letters
We’re asking the music industry to reinstate the Online Music Fitness Licence and to simplify music licencing arrangements
HCM Magazine
Sponsored
Andy Janes and Jamie Whisken explain the vision behind R1SE Bournemouth, and why Technogym was their choice of partner in delivering their unique fusion boutique
HCM Magazine
Running
Running booms when health clubs and gyms are closed. Could this enthusiasm result in treadmill training becoming the new spinning? Kath Hudson reports
HCM Magazine
HCM people
This partnership with F45 is an exciting business venture for me
HCM Magazine
Sponsored
Active IQ is launching courses to upskill fitness professionals to work in social prescribing, extending the reach of the industry
HCM Magazine
Hybrid
The Gym Group has taken its digital hybrid strategy full circle, piloting in-gym workout pods and studios with its home workout delivery partner, Fiit. HCM talks to the team driving the project
HCM Magazine
Sponsored
Billed as the ‘2021 Experience Tour’, Egym has taken its connected gym floor experience on the road around the UK
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Catalogue Gallery
Click on a catalogue to view it online
Directory
Whole body cryotherapy
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Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
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Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
13-14 Oct 2021
Online,
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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Les Mills International
Les Mills International