1Rebel, the popular Boutique fitness brand originating from London, has announced a stream of new expansion plans that are set to increase its presence both in the UK and internationally, and put it at the forefront of the sector.
The brand, which is home to five popular high intensity workout types, is taking its estate from nine to 12 clubs in London, with the acquisition of competitors Sweat It and Core Collective.
Sweat It, the single studio club based in Covent Garden, was acquired out of liquidation in February 2022. The club is currently being refurbished and will be turned into a 38 spot 1Rebel branded Reshape studio, complementing the brand’s existing Reshape portfolio.
Two Core Collective studios, High Street Kensington and St John’s Wood, were also acquired as part of a pre-pack administration deal. The acquisition allows the company to expand its footprint into west London and significantly expand its team, particularly with Core Collective’s experienced group of trainers. The studios will continue to run under the Core Collective brand for the time being but with some exciting updates to improve the experience for customers; with the eventual merging of the brands coming soon.
1R, the Australian subsidiary of 1Rebel, is also going from strength-to-strength with a new studio under construction in Industry Lanes in Melbourne. Since its launch in 2021, 1R has defied the pandemic and built a strong and loyal community in the city.
1Rebel’s Middle East expansion is also well underway, with two new clubs being built in Dubai, including a 12,000 square foot flagship site in partnership with leading property developer Brookfield. The space in the ICD Brookfield Tower in the popular Dubai International Finance Centre, will also be 1Rebel’s first foray into the open gym space.
These wholly owned clubs will be run alongside the 1Rebel franchised clubs already thriving in Israel and Saudi Arabia.
1Rebel has been focused on adapting its strategy and moving quickly to ensure a steady recovery following the pandemic. The launch and rapid rollout of its new Reformer concept; a strong focus on improving its membership proposition, including lower prices for all customers; and key brand initiatives, such as One Shake One Tree where one mangrove tree is planted in Madagascar for each shake sold, have allowed the brand to move forward in what has been the most challenging years for the industry.
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