BLOK London
BLOK London operates four boutique fitness studios in London and Manchester, offering 20+ class formats across nine disciplines including Reformer Pilates, Barre, Boxing, Yoga, and Strength & Conditioning, supplemented by a 200+ workout digital on-demand platform and premium Hot+Cold therapy, serving individual fitness consumers via monthly memberships and class packs.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
What BLOK London does
BLOK London is a UK-based boutique fitness studio operator founded in 2015, headquartered in London and operating four physical studios across London (Clapton in a refurbished Victorian Tram Depot, and Shoreditch at Principal Place) and Manchester. The company delivers group fitness classes across nine disciplines — Reformer Pilates, Barre, Boxing, Calisthenics, Cardio, Mobility, Strength & Conditioning, Restorative, and Yoga — through a roster of 140+ named instructors led by departmental heads. Premium add-ons including Reformer Pilates (Levels 1–3 and Power Reformer), Hot+Cold sauna and cold-plunge therapy, Open Gym access, and Small Group Personal Training (six participants per trainer) broaden the per-member offering.
The underlying technology is a cloud-based platform: membership and class booking are operated on MarianaTek; digital on-demand access is delivered via streaming compatible with Airplay and Chromecast; marketing automation runs through Mailchimp and Customer.io; and Google Workspace supports internal operations. BLOK Digital offers 200+ on-demand workouts at £12/month, extending the brand beyond physical locations. The platform is not described as AI-native; no AI/ML capabilities, models, or data flywheels are referenced in available materials.
BLOK monetizes through multiple recurring and transactional streams: studio class memberships (5-class £90–£175/month, unlimited £240–£260/month), a SuperCharge90 90-day trial at £95 first month, class packs (single class to 10-packs from £22), digital-only subscriptions at £12/month, and small group personal training at £35–£39 per session. Customer acquisition runs direct-to-consumer through the website, app-less booking flow, social channels (Instagram, TikTok, Facebook), earned media (Vogue, Harper's Bazaar, The Guardian, Forbes), and email. The company has raised approximately $7.4M cumulatively across rounds in 2018, 2020, 2022, and 2023, with the largest being a $4.88M round in March 2022 led by ACF Investors alongside Crowdcube, Elcot Capital, Future Fund, and The Santon Group. Founders include Ed Stanbury (CEO) and Chairman Rob Wirszycz.
BLOK London firmographics
Firmographics- Name
- BLOK London
- Legal name
- BLOK LONDON LIMITED
- Website
- https://bloklondon.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- BLOK London operates four boutique fitness studios in London and Manchester, offering 20+ class formats across nine disciplines including Reformer Pilates, Barre, Boxing, Yoga, and Strength & Conditioning, supplemented by a 200+ workout digital on-demand platform and premium Hot+Cold therapy, serving individual fitness consumers via monthly memberships and class packs.
- Ownership category
- akta.pro rank
BLOK London industry classification
Industry- Product category
- Boutique Fitness Studios
- NAICS
- Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)
- akta.pro secondary industry
- Boxing & Kickboxing Fitness Classes (HSADABAF)
Keywords
Where BLOK London is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
BLOK London business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Studio Class Memberships: Monthly recurring memberships providing access to studio classes. Tiers include 5-class, 10-class, and unlimited options. Both standard (basic classes) and premium (includes reformer pilates and hot+cold sessions) variants available. Also includes annual/flexi options with pause functionality.
- Class Packs: One-time purchase class packs providing fixed number of studio class credits. Standard packs exclude reformer and hot+cold; premium packs include these. Valid for limited time periods (e.g., 14 days for taster packs).
- Digital Memberships: Monthly subscription for unlimited on-demand workouts. First month trial at £1, renews at £12/month. Includes streaming across devices with Airplay and Chromecast compatibility.
- Small Group Personal Training: Structured strength programme in groups of 6, charged per session or as 5-class pack. Available to members and non-members at different price points.
- SuperCharge90 Trial: 90-day trial programme at £95 for first month, with discounted months 2 and 3 (up to 45% savings in month one, 40% in months two and three). Designed to convert trialists to recurring members.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | SuperCharge90 - 10 Classes, Month 1 |
| Subscription | Monthly | 5-Class Monthly Membership (Standard) |
| Subscription | Monthly | 5-Class Monthly Membership (Premium) |
| Subscription | Monthly | 10-Class Monthly Membership (Standard) |
| Subscription | Monthly | 10-Class Monthly Membership (Premium) |
| Subscription | Monthly | Unlimited Monthly Membership |
| Unit Pricing | Pay-as-you-go | 3-Class Taster Pack |
| Unit Pricing | Pay-as-you-go | Single Class (Standard) |
| Unit Pricing | Pay-as-you-go | Single Premium Class |
| Subscription | Monthly | Digital Only Membership |
| Unit Pricing | Pay-as-you-go | Small Group Personal Training |
| Subscription | Monthly | Shoreditch 5-Class Standard |
| Subscription | Monthly | Shoreditch Unlimited |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
BLOK London product offering
Product offeringCore offering
BLOK London operates boutique fitness studios in London and Manchester offering group fitness classes across nine disciplines including yoga, strength, barre, boxing, pilates, calisthenics, and high-intensity training. The offering includes premium amenities such as Reformer Pilates, HOT+COLD sauna and cold plunge therapy, Open Gym access, and Small Group Personal Training. BLOK complements its physical studios with BLOK Digital, an on-demand streaming platform with over 200 workouts.
Product overview
BLOK London is an award-winning independent fitness studio offering a hybrid fitness platform combining physical studio locations with digital offerings. The core product is in-studio group fitness classes across 20+ formats (Reformer Pilates, Barre, Boxing, Calisthenics, Yoga, Strength, Cardio, Mobility, Restorative). Premium add-on modules include Reformer Pilates (offered at Levels 1-3 plus Power Reformer), HOT + COLD sauna and cold plunge therapy, Open Gym facilities, and Small Group Personal Training. The BLOK Digital On-Demand platform provides streaming access to 200+ workouts compatible with Airplay and Chromecast. Membership tiers range from Flexi class packages to Unlimited monthly subscriptions, with Premium tiers bundling access to Reformer and HOT + COLD. The SuperCharge90 90-day trial programme serves as the entry-level product for new members. Studios are located in Clapton (Victorian Tram Depot) and Shoreditch (Principal Place), with a digital-first approach supporting both in-studio and remote workout experiences.
Differentiator
Problem solved
Functional benefit
Brands
- BLOK Digital: Digital membership platform offering livestream and on-demand workouts accessible anywhere.
Products and services
- BLOK In-Studio Group Classes
- BLOK Digital On-Demand
- BLOK Membership (Core)
- SuperCharge90 Membership Premium tier membership offering upgraded studio access and benefits beyond the core membership, with an introductory £95 first-month promotional price via direct debit.
- BLOK Class Packs Prepaid bundles of 5, 10, 20, or 50 in-studio classes available for casual users, visitors, and members who want pay-as-you-go access instead of a monthly subscription.
- Reformer Pilates Reformer Pilates sessions delivered at BLOK studios using reformer equipment, available as part of the class offering for individual members and pay-as-you-go customers.
- HOT + COLD Therapy Combined sauna (HOT) and cold plunge (COLD) recovery therapy sessions offered at BLOK studios as a wellness add-on for members and drop-in customers.
- Open Gym Self-directed access to gym equipment and training space at BLOK studios for members who want unstructured workouts in addition to group classes.
- Small Group Personal Training Coach-led personal training delivered in small group formats at BLOK studios, providing more individualized programming than standard group classes for members seeking accelerated or tailored results.
Quantifiable outcome
- SuperCharge90 programme offers up to 45% savings in month one and 40% in months two and three
- +1 more outcomes
Companies that use BLOK London
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles2 records
BLOK London technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature2 records
BLOK London partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- MarianaTekcorePlatform operator for BLOK's membership and booking system. Most customer data is processed on the MarianaTek platform, which is described as meeting compliance standards.
- HæckelsminorToiletry supplier for BLOK's changing rooms, providing hairdryers, hair straighteners, and toiletries at their studio locations.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
BLOK London competitors and assessment
Company assessmentDirect peers
- Another_Space: London boutique fitness studio combining multiple disciplines including yoga, barre, boxing, and strength under one roof. Closely mirrors BLOK's multi-discipline, design-led boutique model.
- F45 Training: Global franchise offering functional group training classes in a studio setting. Comparable to BLOK's group fitness format, though F45 leans more standardised and franchise-led.
- Psycle London: London boutique fitness studio offering indoor cycling plus strength, barre, and yoga. Direct competitor with multi-discipline group classes and a similar premium London member base.
- SoulCycle: Premium indoor cycling studio brand with a strong community and lifestyle positioning. Comparable to BLOK in subscription-based studio fitness and brand-led marketing.
- 1Rebel: London-based boutique fitness studio offering group classes across multiple disciplines including boxing, ride, and strength. Direct competitor to BLOK with overlapping premium positioning and London catchment areas.
- Core Collective: Premium London fitness operator offering group classes, personal training, and wellness services in a boutique setting. Comparable target customer and premium positioning to BLOK.
- Frame: London-based boutique fitness brand offering a wide range of group classes including dance, yoga, and strength. Directly comparable in multi-discipline group format and London premium positioning.
- Barry's Bootcamp: Global premium boutique fitness brand combining HIIT cardio and strength training in a studio setting. Closely comparable to BLOK's group class, premium pricing, and design-led positioning.
Broad incumbents
- Equinox: Global premium fitness club brand offering group classes, training, and wellness amenities. Broader incumbent operating at the same premium tier as BLOK across multiple locations.
- Third Space London: Premium London health club operator with multiple sites offering group exercise, studios, and spa. Broader incumbent overlapping with BLOK on premium London fitness consumers and class programming.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
BLOK London social profiles
Digital presenceBLOK London financial estimates
Financial estimateRevenue estimate
Valuation estimate
BLOK London leadership team
Management profileNumber of profiles
Profiles7 records
BLOK London funding detail
Funding detailFunding overview
Funding rounds5 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BLOK London M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BLOK London
What does BLOK London do?
BLOK London operates boutique fitness studios in London and Manchester offering group fitness classes across nine disciplines including yoga, strength, barre, boxing, pilates, calisthenics, and high-intensity training. The offering includes premium amenities such as Reformer Pilates, HOT+COLD sauna and cold plunge therapy, Open Gym access, and Small Group Personal Training. BLOK complements its physical studios with BLOK Digital, an on-demand streaming platform with over 200 workouts.
Is BLOK London a public or private company?
BLOK London is a private company. It is classified as venture growth investor backed and is currently operating.
When was BLOK London founded?
BLOK London was founded in 2015. It employs 101 to 250 people.
Where is BLOK London based?
BLOK London is headquartered in London, United Kingdom, in the Europe region.
How does BLOK London make money?
Five revenue lines are on record. Studio Class Memberships are the primary driver. The others are class Packs, digital Memberships, small Group Personal Training and superCharge90 Trial.
Who are BLOK London's main competitors?
Direct peers on record are Another_Space, F45 Training, Psycle London, SoulCycle, 1Rebel, Core Collective, Frame and Barry's Bootcamp. Broad incumbents are Equinox and Third Space London.
Does BLOK London have an API?
No public API is recorded for BLOK London.
What industry is BLOK London in?
BLOK London's product category is Boutique Fitness Studios. Its primary akta.pro industry code is HSADACAI, Private 1:1 Yoga/Pilates & Small-Group Sessions, with a secondary code of HSADABAF, Boxing & Kickboxing Fitness Classes. Its NAICS code is 71394 and its SIC code is 7997.