1Rebel
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What 1Rebel does
1Rebel is a London-based boutique fitness brand founded in 2014, operating a portfolio of premium fitness studios offering HIIT, rowing, running, boxing, and recovery classes to affluent urban consumers. The company runs its own physical locations and has grown its London footprint through the 2022 acquisition of two Core Collective studios and one Sweat It studio via a pre-pack administration deal, adding recovered-bargain capacity at a time of sector distress.
In 2024, 1Rebel extended beyond group fitness by launching RESET, a contrast therapy concept (cold/heat recovery) that has since rolled out to additional locations including Holborn. The company is investing in a new premium design concept via a Chelsea flagship studio signed in May 2025, and has signaled international expansion plans to Dubai and Melbourne. Co-founders Giles Dean and James Balfour (CEO) remain in place; no parent company or institutional VC is disclosed beyond the 2017 Codex Capital Partners round.
The business model is consumer-facing retail fitness: ticket sales, class packs, and memberships sold directly through owned studios. Distribution is entirely through owned physical locations, with no app, no digital delivery channel, and no disclosed enterprise or B2B contracts. To date, 1Rebel has raised approximately $13.5M across three disclosed rounds (2014, 2015, 2017) — capital-light relative to venture-backed peers — and the 2022 acquisitions appear to have been executed opportunistically through distressed-asset pricing rather than via fresh equity.
1Rebel firmographics
Firmographics- Name
- 1Rebel
- Legal name
- 1Rebel
- Website
- https://1rebel.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
1Rebel industry classification
Industry- Product category
- Boutique Fitness Services
- NAICS
- Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Functional Fitness / Cross-Training Groups (HSADABAH)
- akta.pro secondary industries
- HIIT & Circuit Bootcamps (HSADABAA), Recovery Lounges & Multi-Modal Recovery Centers (HSADAKAI)
Keywords
Where 1Rebel is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
1Rebel business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain
Distribution channels1 record
1Rebel product offering
Product offeringCore offering
1Rebel operates a network of premium boutique fitness studios in London, delivering instructor-led group fitness classes including HIIT, rowing, running, and boxing. It also offers RESET, a proprietary contrast therapy recovery and wellness concept launched in 2024 and rolled out to additional studios. The company has expanded its portfolio through the acquisition of Core Collective (two studios) and Sweat It (one studio) in 2022.
Product overview
1Rebel is a London-based boutique fitness brand operating a network of premium fitness studios. The company offers its core boutique fitness experience through owned studio locations, and has expanded its portfolio through strategic acquisitions of Core Collective (two studios) and Sweat It (one studio). 1Rebel has also introduced RESET, its proprietary contrast therapy recovery concept, which is being rolled out across its studio locations. The company operates across the United Kingdom and United Arab Emirates, with expansion plans for Dubai and Melbourne.
Differentiator
Problem solved
Functional benefit
Brands
- RESET: Contrast therapy experience for recovery and wellness
Products and services
- 1Rebel Boutique Fitness Classes
- RESET Contrast Therapy
Companies that use 1Rebel
Customer profileSegments1 record
Ideal customer profiles1 record
1Rebel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
1Rebel partnerships and signals
Strategic signalScale indicators2 records
Recent moves10 records
Expansion highlights4 records
1Rebel competitors and assessment
Company assessmentDirect peers
- Barry's (Barry's Bootcamp): Premium global boutique fitness brand specializing in HIIT and strength classes in a high-end studio environment. Direct competitor to 1Rebel on format, price tier, and target customer in London.
- F45 Training: Group functional training franchise with HIIT-style circuits. Closely comparable on class format, instructor-led small-group dynamic, and premium positioning, though delivered through a franchise model.
- SoulCycle: Premium boutique fitness brand built on community and high-end studio design. Comparable to 1Rebel on premium positioning, urban real estate strategy, and lifestyle-driven membership model.
- Third Space: London premium health club chain offering group classes, training, and recovery amenities. Direct competitor to 1Rebel in the London premium fitness segment with overlapping class and recovery offerings.
- Boom Cycle: London-based premium boutique indoor cycling studio with a comparable target customer, brand aesthetic, and price point. Direct competitor to 1Rebel's London studio base.
- Psycle London: London boutique fitness brand offering multi-format classes (cycling, HIIT, strength, yoga) with a premium design-forward concept. Closely comparable to 1Rebel's multi-format, design-led positioning.
- Digme Fitness: London boutique fitness studio offering HIIT, cycling, and strength classes with a comparable premium price point and target persona. Direct competitor within the London boutique tier.
Broad incumbents
- Equinox: Global ultra-premium fitness operator with full-service clubs and group programming. Comparable on premium positioning and target affluent customer, though much broader in scale and amenity mix.
- Peloton: Connected fitness platform offering streamed and in-studio classes across cycling, strength, and recovery. Comparable class formats and premium customer base; competes with 1Rebel for share of member workout minutes.
- Fitness First: UK multi-site gym operator with group class programming and premium London clubs. Overlaps with 1Rebel on London geography and group fitness offerings, but broader in scale and price tier.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
1Rebel social profiles
Digital presence1Rebel financial estimates
Financial estimateRevenue estimate
Valuation estimate
1Rebel leadership team
Management profileNumber of profiles
Profiles4 records
1Rebel subsidiaries and ownership
Company hierarchySubsidiaries2 records
1Rebel funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
1Rebel M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 1Rebel
What does 1Rebel do?
1Rebel operates a network of premium boutique fitness studios in London, delivering instructor-led group fitness classes including HIIT, rowing, running, and boxing. It also offers RESET, a proprietary contrast therapy recovery and wellness concept launched in 2024 and rolled out to additional studios. The company has expanded its portfolio through the acquisition of Core Collective (two studios) and Sweat It (one studio) in 2022.
Is 1Rebel a public or private company?
1Rebel is a private company. It is classified as venture growth investor backed and is currently operating.
When was 1Rebel founded?
1Rebel was founded in 2014. It employs 51 to 100 people.
Where is 1Rebel based?
1Rebel is headquartered in London, United Kingdom, in the Europe region.
Who are 1Rebel's main competitors?
Direct peers on record are Barry's (Barry's Bootcamp), F45 Training, SoulCycle, Third Space, Boom Cycle, Psycle London and Digme Fitness. Broad incumbents are Equinox, Peloton and Fitness First.
Does 1Rebel have an API?
No public API is recorded for 1Rebel.
What industry is 1Rebel in?
1Rebel's product category is Boutique Fitness Services. Its primary akta.pro industry code is HSADABAH, Functional Fitness / Cross-Training Groups, with a secondary code of HSADABAA, HIIT & Circuit Bootcamps. Its NAICS code is 71394 and its SIC code is 7997.