United Fitness Brands plans to close sites in London as part of strategy to 'right-size' the business

Boutique operator, United Fitness Brands is considering closure of a number of its London sites, with its studio in Chiswick already shuttered as of last week.

Talking to HCM, CEO Malcolm Armstrong, said the company is gearing up to reveal a new five-year strategy for growth and will be kicking this off with a period of "right-sizing" and closing a number of loss-making locations.

Members will be offered the chance to upgrade to a United Fitness Brands Membership, which provides access to studios across London, a complimentary upgrade to class packs or to have a refund. Armstrong said a more robust live offering via UFB Connect is also planned.

The pandemic was brutal for central London boutiques operating on a pay-a-you-go basis and it remains an tough market for operators that haven't pivoted to memberships.

Footfall in the capital took a long time to recover and with changing working patterns is unlikely to regain pre-pandemic levels. London rents are high, so unless landlords are willing to negotiate, studios can become non-viable.

While, in the light of the pandemic, other London boutiques took tough decisions to pull in their horns and consolidate their businesses around the most profitable sites, UFB opted to keep forging ahead.

Last January, Richard North was appointed CEO with a brief to grow the business via franchising. The same month the UFB reformer Pilates brand, Reformcore was launched and plans were announced to rebrand Barrecore to appeal to a wider demographic, particularly Gen Z.

North told HCM of plans to open 150 locations globally in the next five years, firstly with Barrecore, Reformcore and Triyoga, followed by Kobox and BOOM Cycle. In May, North moved across to become global franchise director with Armstrong taking over as CEO.

FOOTNOTE

Triyoga (UK) Ltd appointed an administrator in October 2022 and was dissolved following liquidation in December 2024. The assets were bought by a newco, Everyone Triyoga Ltd, and this company has continued as part of United Fitness Brands, with Malcolm Armstrong as CEO and sole director of the company.