Scott Best launches a new brand called V – a luxury health club and wellness concept
Scott Best, owner of Fitness First UK, has created a new luxury health club concept called V, the first of which has launched at Berkeley Square House, in the heart of London's Mayfair.
Rooted in five pillars of wellness – physical, mental, emotional, spiritual and social – the offer has been designed to deliver a wide range of holistic services under one roof, so people don’t need multiple memberships. Best says his goal is to redefine luxury wellness.
“It’s long been an ambition of mine to open a premium club,” Best told HCM. “When the lease came up on the Fitness First club in Mayfair it provided the ideal opportunity.
“We stripped the space back completely. The old club was very masculine and I wanted to transform it into a more balanced, elevated and luxury environment.
"With more people having to sign up for multiple memberships these days to get access to all the wellness services they need, I wanted to build somewhere that was more than a health club, which included the recovery and mind-body element as well, so they get everything they need in one membership.
“We're looking to target those who demand the very best in health, performance and restoration. We want V to be more than a health club, it’s a lifestyle.”
Designer LXA, which counts Hilton, Accor and Jumeirah among its clients, was brought on board to create the high-end finish. Coupled with a multi-million pound budget, the end result is an elegant club with earthy tones and subtle lighting, fitted out using luxurious materials.
The 7,000 square foot club comprises a gym equipped by Watson and Technogym and includes Technogym Check-Up – a reformer Pilates studio, a yoga studio, a stretching and mobility area with access to Technogym workouts and recovery facilities including a Therabody zero gravity chair and compression boots. The spa-style changing rooms each feature a dry sauna and a cold plunge.
V has partnered with preventative healthcare company, Solice Health, to enable members to access science-backed, biohacking methods. Services delivered by Solice Health include weight loss programmes; advanced health screenings, including epigenetic tests, heart health, brain health, VO2 max and extensive blood panels. Also available are nervous system resets, stress management and sleep optimisation, as well as private GP services with complimentary prescriptions and fast-track referrals to leading doctors and therapists. Exclusive to V, a 60-minute health MOT is available for £795.
Supporting this high-end holistic approach, a range of supplements have been curated with Healf.com.
The mindfulness offering will include weekly sound baths, as well as visits from breathwork practitioners, massage therapists, osteopaths and more. This week there is a session with mindfulness expert, Natalia Bojanic, working to cultivate compassion, wisdom and connection with the mind.
So the club never feels overcrowded, membership will be limited. Memberships are now available for £225 a month, which allow access to everything apart from the visiting wellbeing professionals and reformer Pilates, which is run by X as a club in club concept. A PT membership costs £1,050 a month.
With investors on board and primed for a rollout, Best plans to open more sites once the concept is perfected, initially in London.
