United Fitness Closes Some London Studios To Refocus Growth
Three boutique fitness brands under United Fitness will be shuttered as the group embarks on a five-year expansion strategy that will introduce new formats later this year
U.K.-based boutique fitness group United Fitness (UF) is closing several studios under its umbrella, citing rising rents and overhead costs amid lingering impacts from the pandemic.
Founded in 2021 and backed by a private London-based investment syndicate, UF owns five boutique fitness brands: Barrecore, Boom Cycle, boxing concept Kobox, Triyoga and Reformcore, which was launched in 2024. The group began a franchising model last summer, intending to establish 150 global locations within five years.
The closures impact the following locations:
- Barrecore & Reformcore Islington
- Barrecore & Reformcore Mayfair
- Barrecore Wimbledon
- Barrecore Kensington
- Kobox Marylebone
UF confirms it plans to introduce new locations later this year, shifting toward a model that prioritizes multi-use studio spaces for existing concepts and new formats. Two of the new formats—recovery and strength—are currently in development and set to launch later this year as part of UF’s five-year expansion strategy.
UF CEO Malcolm Armstrong penned a letter addressed to members, writing, “We know this news will come as a shock, and we are deeply sorry for the impact this may have on you and the wider United Fitness community. Your loyalty and support have been the foundation of everything we do, and this outcome is not something we take lightly.”
The letter went on to add that UF will be making every effort to “rehome” its staff and instructors across its remaining estate.
Impacted members can upgrade to UF membership and class packs complimentary across all 11 existing sites in London or receive a full refund. The group says they plan to add a “more robust” program of live online classes via UF Connect in the coming months.
The group also provided a list of studios that will remain open and will be central to UF’s plans moving forward:
- Barrecore Wandsworth
- Barrecore, Reformcore & Kobox Chelsea
- Barrecore Notting Hill
- Barrecore & Reformcore St Mary’s Axe
- Barrecore Hampstead
- Triyoga & Reformcore Camden
- Triyoga & Reformcore Shoreditch
- Triyoga Ealing
- Triyoga Chelsea
- Boom Cycle & Reformcore Hammersmith
- Boom Cycle & Reformcore Battersea
“United Fitness Brands is experiencing strong growth, driven by the success of our multi-concept studios and the phenomenal market response to our Reformcore concept,” Armstrong noted in a press release. “We are incredibly grateful for our loyal customers and understand that some may be disappointed by changes to their local Barrecore studios. However, as we continue to optimize our portfolio of brands, we are committed to providing even greater access to a diverse range of fitness experiences, ensuring that all our members can find the classes that best suit their needs.”
Elsewhere in London, YMCA closed its 112 Great Russell Street location earlier this month partly due to “demographic changes” in the city and rising operational costs.
As The Fit Guide co-founder Jack Thomas sees it, boutique fitness is going through a “market adjustment.”
“This is no more true than in London,” Thomas posted recently on LinkedIn. “Some boutique brands are thriving – shown by recent acquisitions and investments into [solidcore], Barry’s and, here in Asia, MOVE [REPEAT] Fitness Lifestyle Brands, but the numbers just aren’t working for many locations, and post-pandemic London has been one of the hardest hit.”
Thomas noted that UF’s Kobox, Boom Cycle and Barrecore all offer high-quality experiences and won awards in The Fit Guide’s first round-up, but adds that it’s important to keep in mind that boutique fitness is “relatively young and still finding its place,” but is still rife with opportunities.