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26 Jun 2022
1Rebel opens revamped Sweat It studio acquired out of liquidation
By Frances Marcellin
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1Rebel's trainers will run Reshape classes in the new Covent Garden club
Photo: 1Rebel
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Boutique fitness chain 1Rebel opens the doors to its tenth club today (Monday 27 June 2022).
Formerly the home of HIIT club Sweat It – which 1Rebel co-founder James Balfour bought from liquidators in February – it has since been refitted.
Located in London’s Covent Garden, the class schedule will focus on Reshape, one of five workouts – namely Rig, Reformer, Rumble and Ride – offered by the operator.
“We’re thrilled to be hitting such an exciting milestone with our tenth club, particularly as it’s in such an iconic area of London,” said Balfour. “The post-lockdown journey has been challenging, but our focus on the experience and providing more choice has allowed our Rebels to return and make fitness a priority. We’re excited to add Covent Garden to the mix to give them more options, while reaching new members.”
Positioned near the Royal Ballet School and near the main Covent Garden Piazza, members will find the studio on the lower-ground floor.
Reshape classes take 45 minutes and comprise quick-fire rounds of high-powered treadmill intervals, alongside dynamic weight sequences.
The new club comes hot on the heels of deal which saw Balfour pick up two Core Collective studios in High Street Kensington and St John’s Wood, London via a pre-pack administration, meaning 1Rebel now operates in ten different areas of the city: Oxford Circus, Hammersmith, Covent Garden, Holborn, Angel, Victoria, South Bank, Bayswater, Broadgate and St Mary Axe.
The brand is also expanding into international territory with both directly-owned clubs and via franchising, under the name of 1R in Australia and the Middle East.
1R will soon have two clubs operating in Melbourne, while one of two new clubs in Dubai will see the operator diversify into an open gym format for the first time.
All these operations are owned by the business, while 1R has franchised clubs in Israel and Saudi Arabia.
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