reFIT
reFIT is a London-based company founded in 2023 that designs, installs, and operates autonomous wellness amenities — including gyms, studios, pools, and end-of-trip facilities — in commercial and residential buildings. It serves property owners, developers, and asset managers across offices, BTR, hotels, student accommodation, and science parks, primarily in the UK.
- Company typePrivate
- Founded2023
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What reFIT does
reFIT (operating as REFIT GROUP LTD.) is a London-based private company founded in 2023 that designs, installs, and operates autonomous wellness amenities for commercial and residential buildings. The company targets property owners, developers, and asset managers across offices, build-to-rent, hotels, student accommodation, and science/industrial parks, with the core value proposition of converting underutilized building space (300 ft² to 15,000+ ft²) into revenue-generating wellness hubs that increase property attractiveness, occupation rates, and capital value. The customer base to date is concentrated in UK commercial real estate, with named installations for UBS (The Carter, London), JLL (Landmark, Manchester), Trinova (33 Kingsway, London), and Hargreaves Lansdown (Welcome Building, Bristol), alongside channel partnerships with major CRE brokers including Cushman & Wakefield, Savills, and Knight Frank.
The product platform is modular and white-labelled, comprising reFIT Studio (multi-purpose virtual fitness studio with Samsung "The Wall" displays and Bose audio), reFIT Gym (autonomous training facility), reFIT Pool (endless and traditional pools), reFIT End-of-Trip (digital lockers, cycle storage, contrast therapy), plus add-on modules for meeting rooms, treatment rooms, pods, and circuit training. Underlying technology integrates fitness content from six providers — Les Mills, Earth + Sky, Apple Fitness+, Peloton, Zwift, and FiiT — alongside MyZone heart-rate tracking, all accessed through a white-labelled building app and self-serve access infrastructure. The "Powered by reFIT" operating layer adds compliance and risk management services for both new and retrofit wellness spaces.
reFIT generates revenue through three streams: (1) project-based professional services for consultation, space planning, 3D modelling, and brand integration; (2) one-time equipment supply and installation revenue from gym, studio, pool, and end-of-trip deployments; and (3) recurring managed services for facility operations and maintenance, structured to be recoverable from building service charges. The go-to-market is direct enterprise field sales, supported by case-study-led content marketing and referral relationships with major CRE services firms. The company has 1-10 employees, was founded in 2023, and closed a $1.26M funding round led by Clearance Venture Partners in March 2025.
reFIT firmographics
Firmographics- Name
- reFIT
- Legal name
- REFIT GROUP LTD.
- Website
- https://re.fit
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- reFIT is a London-based company founded in 2023 that designs, installs, and operates autonomous wellness amenities — including gyms, studios, pools, and end-of-trip facilities — in commercial and residential buildings. It serves property owners, developers, and asset managers across offices, BTR, hotels, student accommodation, and science parks, primarily in the UK.
- Ownership category
- akta.pro rank
reFIT industry classification
Industry- Product category
- Commercial Real Estate Wellness Services
- NAICS
- Fitness and Recreational Sports Centers (71394)
- akta.pro primary industry
- Fitness & Wellness Operations Support (On-site Gyms/Wellness Rooms) (IMAIALAL)
- akta.pro secondary industries
- Campus Recreation Centers & Fitness Facilities Operations (EDALAIAD), Commissioning, Retro-Commissioning & Controls Tuning (BPABAGAL)
Keywords
Where reFIT is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
reFIT business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Wellness Amenity Design Services: Consultation and design services including architectural discussions, space planning, 3D modelling, and brand integration. Revenue generated through project-based professional services engagements with property developers and building owners.
- Equipment Supply and Installation: Supply and installation of wellness equipment including gym equipment, studio technology, pool systems, and end-of-trip facilities. One-time revenue from equipment sales and installation projects.
- Facility Operations and Maintenance: Ongoing management and operation of wellness facilities including compliance adherence and user experience oversight. Revenue model includes service charges that are recoverable from building service charges.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
reFIT product offering
Product offeringCore offering
reFIT designs, installs, and operates autonomous wellness amenities in commercial buildings for property developers, building owners, and asset managers. The offering combines bespoke space planning and design, supply and installation of fitness equipment and studios, integration with fitness content platforms (Les Mills+, Apple Fitness+, Peloton, Zwift, FiiT, Earth + Sky), and ongoing facility operations. All facilities run autonomously with 24-hour access via white-labelled app and touch-panel controls, with costs recoverable through building service charges.
Product overview
reFIT is an autonomous real estate fitness platform that designs, installs, and operates wellness amenities in commercial buildings. The offering follows a modular architecture scaled by space size: reFIT Studio (300-1000 ft²) for multi-purpose fitness; reFIT Gym plus Multi-Purpose Studio (1000-2500 ft²) for combined gym and studio; reFIT Gym plus Studios plus Pods (2500-7500 ft²) for expanded facilities; and reFIT Gym plus Studios plus Pods plus Circuit (7500+ ft²) for comprehensive wellness complexes. Add-on modules include reFIT Pool, reFIT End-of-Trip, Meeting Rooms, and Treatments. The platform integrates fitness content from LesMills+, Earth + Sky, Apple Fitness+, Peloton, Zwift, and FiiT for on-demand virtual classes. Products are white-labelled, autonomous, and self-serve with low operating costs and service charge recovery potential.
Differentiator
Problem solved
Functional benefit
Brands
- reFIT Gym: Bespoke gym equipment to suit all training types and goals
- reFIT Studio
- reFIT Pool
- reFIT End-of-Trip
- reFIT Treatments
- reFIT Meeting Rooms
- Powered by reFIT
Products and services
- reFIT Studio Multi-purpose fitness studio offering HIIT, cycle, yoga, and holistic classes with on-demand virtual instructor-led workouts. Features Samsung 'The Wall' LED displays, Bose audio, ambient lighting, and screen sharing from Apple and Android devices. Sized from 300 to 1000 ft².
- reFIT Gym Autonomous gym facility with bespoke space planning, equipment for functional, freeweights, cardiovascular, and strength training. Sized from 1000 to 2500 ft², with MyZone heart rate tracking compatibility and integrated sound and lighting.
- reFIT Pool Swimming pool solutions including endless pools with two-propeller systems and traditional pools (lane, plunge, infinity, hydrotherapy). Features automatic chemical dosing and bespoke sizing for indoor or outdoor installation.
- reFIT End-of-Trip End-of-trip facilities including changing rooms with digital lockers, cycle storage with integrated repair stations, vending amenities with healthy snacks and MyZone-compatible gear, and contrast therapy (sauna, steam rooms, plunge pools).
- reFIT Meeting Rooms Meeting room solutions with tailored design aligned to building aesthetics, best-in-class collaboration technology, and premium finishes. Bookable spaces integrated with building systems.
- reFIT Treatments Treatment rooms offering multi-purpose wellness services including barbering, physiotherapy, nail treatments, massage, and hairdressing. Bookable and payable via app with scene-setting lighting and Bluetooth music.
- reFIT Pods Compact wellness pods for smaller spaces (typically 5500-7500 ft² configurations), providing autonomous fitness amenities that complement the main gym and studio offering.
- reFIT Circuit Circuit training zone for larger configurations (7500 ft²+), adding guided group fitness experiences to the comprehensive wellness facility.
- Powered by reFIT Operating layer service providing mandatory compliance oversight, risk management, and ownership for existing and new wellness spaces. Ensures consistent compliance, oversight, and liability management.
Quantifiable outcome
- 77% building sign-up rate at The Carter location
- +5 more outcomes
Companies that use reFIT
Customer profileNamed customers5 records
Segments7 records
Ideal customer profiles1 record
reFIT technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature5 records
reFIT partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Les MillscoreContent partnership providing world-leading fitness classes including body pump, yoga, and other group fitness programs. Integration with reFIT studio spaces for on-demand virtual instructor-led workouts.
- Earth + SkycoreContent partnership providing curated wellness and fitness content for reFIT studio installations. World-class classes integrated into the autonomous wellness platform.
- Apple Fitness+coreIntegration with Apple Fitness+ content platform enabling building occupants to access Apple's fitness content library through reFIT's white-labelled app and studio systems.
- PelotoncoreContent partnership enabling Peloton fitness classes and content integration with reFIT studio spaces, providing access to Peloton's extensive workout library.
- ZwiftcoreIntegration with Zwift's virtual fitness and cycling content for reFIT studios, particularly relevant for cycle studios and interactive training experiences.
- FiiTcoreContent partnership providing FiiT fitness classes and workout content integrated into reFIT's studio technology and platform offerings.
- JLLcoreJLL (Jones Lang LaSalle), a major global commercial real estate services firm, has utilized reFIT's gym facilities at Landmark Manchester. JLL agents benefit from the amenity for staff and use it to attract prospective tenants to the property.
- BaringsminorGlobal investment management firm Barings has been featured as a working partner on reFIT projects, indicating involvement in properties where reFIT installations have occurred.
- Cushman & WakefieldminorMajor commercial real estate services firm Cushman & Wakefield has partnered with reFIT on projects including 100 Wood Street installation.
- SavillsminorGlobal real estate services firm Savills has collaborated with reFIT on multiple installations including 100 Wood Street project.
- TrinovaminorTrinova Real Estate Investment Management has partnered with reFIT for the 33 Kingsway gym and studio installation, citing the facility as a key market differentiator.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
reFIT competitors and assessment
Company assessmentDirect peers
- Wexer: Wexer provides a white-label virtual fitness content and delivery platform for gyms, hotels, residential developments, and corporate wellness spaces. It is the closest direct competitor to reFIT's content-aggregation and autonomous studio model, with overlapping buyer profile (property owners, hotel groups, residential developers).
- Fitness On Demand: Fitness On Demand supplies virtual group fitness content and on-demand streaming to commercial fitness facilities, multi-family housing, and corporate wellness centers. Comparable to reFIT in delivering curated instructor-led content into commercial spaces without dedicated staff.
- EGYM: EGYM provides connected fitness equipment and corporate wellness software for gyms, hotels, and corporate health programs across Europe. Highly comparable in targeting commercial fitness operators and corporate wellness buyers with an integrated equipment + software stack.
- Gympass (Wellhub): Wellhub (formerly Gympass) is a corporate wellness platform connecting employees to gyms, studios, and digital fitness apps. Compares to reFIT on the corporate/enterprise wellness buyer overlap, though distribution model differs (network vs on-site amenity).
- Hussle: UK-based corporate fitness platform providing flexible multi-gym access to employees as an employer-paid benefit. Overlaps with reFIT on the UK corporate wellness buyer and the goal of reducing friction to convenient fitness access for working professionals.
Broad incumbents
- Equinox: Premium fitness brand with growing corporate wellness and real estate partnerships (e.g., Equinox Hotels, residential towers). Broader incumbent offering high-end fitness experiences; comparable as a competitor for premium building amenity contracts.
- Technogym: Global commercial fitness equipment manufacturer with an integrated Wellness ecosystem including content, connected equipment, and corporate wellness programs. Comparable as a one-stop supplier for commercial fitness facilities, including those deployed in real estate.
- Third Space: London-based premium health club operator with growing presence in luxury residential and commercial developments as amenity partner. Overlaps with reFIT on London high-end real estate amenity design and operations.
- Life Fitness: Major commercial fitness equipment manufacturer serving gyms, hotels, residential, and corporate facilities globally. Comparable as an incumbent equipment supplier that could compete for full-stack amenity contracts against reFIT.
- Peloton Commercial: Connected fitness hardware and content provider with a growing commercial/business segment serving hotels, residential, and corporate fitness. Already a content partner to reFIT, but also a potential competitor if Peloton deepens direct commercial offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
reFIT social profiles
Digital presencereFIT financial estimates
Financial estimateRevenue estimate
Valuation estimate
reFIT leadership team
Management profileNumber of profiles
reFIT funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
reFIT 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 reFIT
What does reFIT do?
reFIT designs, installs, and operates autonomous wellness amenities in commercial buildings for property developers, building owners, and asset managers. The offering combines bespoke space planning and design, supply and installation of fitness equipment and studios, integration with fitness content platforms (Les Mills+, Apple Fitness+, Peloton, Zwift, FiiT, Earth + Sky), and ongoing facility operations. All facilities run autonomously with 24-hour access via white-labelled app and touch-panel controls, with costs recoverable through building service charges.
Is reFIT a public or private company?
reFIT is a private company. It is classified as venture growth investor backed and is currently operating.
When was reFIT founded?
reFIT was founded in 2023. It employs 1 to 10 people.
Where is reFIT based?
reFIT is headquartered in London, United Kingdom, in the Europe region.
How does reFIT make money?
Three revenue lines are on record. Wellness Amenity Design Services are the primary driver. The others are equipment Supply and Installation and facility Operations and Maintenance.
Who are reFIT's main competitors?
Direct peers on record are Wexer, Fitness On Demand, EGYM, Gympass (Wellhub) and Hussle. Broad incumbents are Equinox, Technogym, Third Space, Life Fitness and Peloton Commercial.
Does reFIT have an API?
No public API is recorded for reFIT.
What industry is reFIT in?
reFIT's product category is Commercial Real Estate Wellness Services. Its primary akta.pro industry code is IMAIALAL, Fitness & Wellness Operations Support (On-site Gyms/Wellness Rooms), with a secondary code of EDALAIAD, Campus Recreation Centers & Fitness Facilities Operations. Its NAICS code is 71394.