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1Rebel

Full company profile

uuid0003bfi

Namestring
1Rebel
Legal namestring
1Rebel
Websiteurl
1rebel.com
Company typeenum
Private
Founded yearint
2014
Descriptiontext

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.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
51–100
akta.pro rankint
HeadquartersLondon, United Kingdom
HQ citystring
London
HQ countrystring
United Kingdom
HQ regionstring
Europe
Markets served

Serves global market

Offices4 records

Each record includes

City, Country, Type, Description, Source

Keyword5 values
boutique fitness studios, HIIT group classes, premium gym memberships, contrast therapy recovery, fitness class subscriptions
Industry3 codes
PRIMARYHSADABAH
Functional Fitness / Cross-Training Groups
Home & Personal Services/Fitness, Wellness & Personal Training/Group Fitness & Bootcamps
SECONDARYHSADABAA
HIIT & Circuit Bootcamps
Home & Personal Services/Fitness, Wellness & Personal Training/Group Fitness & Bootcamps
SECONDARYHSADAKAI
Recovery Lounges & Multi-Modal Recovery Centers
Home & Personal Services/Fitness, Wellness & Personal Training/Spa, Sauna & Recovery Services
NAICS code1 code
  • Fitness and Recreational Sports Centers71394
SIC code1 code
  • Services-Membership Sports & Recreation Clubs7997
Product category
Boutique Fitness Services
Social media profiles3 records
Distribution channels1 record

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components5 values
Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain
GTM typeB2C
B2C
Offering typeServices
Services
Brand1 record
1RESET
Description

Contrast therapy experience for recovery and wellness

sustainhealth.fit
Core offering1 text field

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.

Differentiator
Functional benefit
Problem solved
Product overview1 text field

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.

Product and service2 records
11Rebel Boutique Fitness Classes
CategoryBoutique fitness classes
2RESET Contrast Therapy
CategoryRecovery and wellness services
Scale indicator2 records

Each record includes

Type, Value, Description, Source

Recent move10 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight4 records

Each record includes

Type, Description

Peers10 records
1Barry's (Barry's Bootcamp)
TypeDirect peer
Description

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.

2F45 Training
TypeDirect peer
Description

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.

3SoulCycle
TypeDirect peer
Description

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.

4Third Space
TypeDirect peer
Description

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.

5Equinox
TypeBroad incumbent
Description

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.

6Boom Cycle
TypeDirect peer
Description

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.

7Psycle London
TypeDirect peer
Description

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.

8Digme Fitness
TypeDirect peer
Description

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.

9Peloton
TypeBroad incumbent
Description

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.

10Fitness First
TypeBroad incumbent
Description

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

Each record includes

Headline, Details, Source

Weaknesses5 records

Each record includes

Headline, Details, Source

Competitive moat4 records

Each record includes

Type, Details

Key risks5 records

Each record includes

Headline, Details, Source

Key highlights6 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Segment1 record

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile1 record

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles4 records

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

Subsidiaries2 records

Each record includes

Name, Acquired on, Relationship type, Type, Business focus

No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds3 records

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors2 records

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

1Rebel

Boutique Fitness Services1rebel.com

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 industry
PRIMARYHSADABAH
Functional Fitness / Cross-Training Groups
Home & Personal Services/Fitness, Wellness & Personal Training/Group Fitness & Bootcamps
SECONDARYHSADABAA
HIIT & Circuit Bootcamps
Home & Personal Services/Fitness, Wellness & Personal Training/Group Fitness & Bootcamps
SECONDARYHSADAKAI
Recovery Lounges & Multi-Modal Recovery Centers
Home & Personal Services/Fitness, Wellness & Personal Training/Spa, Sauna & Recovery Services

Keywords

  • Boutique fitness studios
  • HIIT group classes
  • Premium gym memberships
  • Contrast therapy recovery
  • Fitness class subscriptions

Where 1Rebel is headquartered

Location

Headquarters

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 offering

Core 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 profile

Segments1 record

Ideal customer profiles1 record

1Rebel technology and API

Technology

Technology focussed No

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

1Rebel partnerships and signals

Strategic signal

Scale indicators2 records

Recent moves10 records

Expansion highlights4 records

1Rebel competitors and assessment

Company assessment

Direct 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 presence

1Rebel financial estimates

Financial estimate

Revenue estimate

Valuation estimate

1Rebel leadership team

Management profile

Number of profiles

Profiles4 records

1Rebel subsidiaries and ownership

Company hierarchy

Subsidiaries2 records

1Rebel funding detail

Funding detail

Funding 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 investment

M&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.

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Live signals
Cosmetics BusinessL’Oréal Paris Cosmetics launches biggest UK collaboration – 1Rebel ‘takeover’ for Extensionist MascaraL'Oréal Paris partnered with UK fitness club 1Rebel to sponsor 480 weekday classes across 12 London locations in February. The activation targets 8,000 young professionals for its newly launched Telescopic Extensionist Mascara, marking the brand's biggest UK collaboration to date.London Business NewsLondon's 1Rebel acquires Core Collective and Sweat It as part of new expansion plans - London Business News1Rebel, a boutique fitness brand from London, has acquired Core Collective and Sweat It as part of its expansion plans to increase its presence in the UK and internationally. This acquisition allows 1Rebel to grow its number of clubs in London from nine to twelve and expand its team, particularly with the addition of experienced trainers from Core Collective. The company's international growth includes ongoing developments in Australia and the Middle East, with new studios under construction.Leisure Opportunities Jobs1Rebel snaps up Core Collective in pre-pack administration deal – reveals international growth plans1Rebel has acquired two Core Collective studios and one Sweat It location through pre-pack administration and liquidation deals, expanding its London portfolio from nine to 12 clubs. The company is simultaneously pursuing international expansion with new wholly-owned locations under construction in Melbourne, Australia, and Dubai, United Arab Emirates. Additionally, 1Rebel plans to merge the acquired brands into its own name and has highlighted strategic adaptations such as price reductions and sustainability initiatives.fitness and gym jobs and news1Rebel snaps up Core Collective in pre-pack administration deal – reveals international growth plans1Rebel has acquired two Core Collective studios and one Sweat It location through a pre-pack administration deal, expanding its London portfolio from nine to twelve clubs. The company is simultaneously pursuing international expansion with two wholly-owned locations under construction in Dubai and another studio in Melbourne, Australia.Business InsiderA London spin studio has added huge glass screens to the front of each bike to protect riders after lockdownLondon fitness chain 1Rebel unveiled plans to reopen with glass screens on each bike and treadmill to prevent breath spread. The screens are designed not to fog, and the studio's capacity will be reduced to maintain one-meter distancing. The company claims its ventilation is superior to an airplane's.ForbesHow 1Rebel Is Raising The Bar In FitnessJames Balfour, son of Fitness First founder Mike Balfour, co-founded 1Rebel after leaving investment banking and climbing Everest. The company uses crowdfunding and offers three workout concepts, with a multi-floor Victoria studio. It plans more London clubs and an international opening this year.Business InsiderThe incredible life of Esmée Gummer, the London fitness trainer who taught herself to walk againEsmée Gummer, a London fitness trainer, was told she would never walk again after a seizure during a hernia operation at age 18. She taught herself to walk, run, and train, eventually becoming a Star Trainer for GQ. She now works at 1Rebel gym and advocates for fitness mentality.Business InsiderInside 1Rebel, the trendy London gym with live music and an alcohol license1Rebel, a new London gym chain, opens with two sites that resemble underground clubs or futuristic film sets. The gyms feature artfully disheveled interiors, cold press juice bars, DJ-curated playlists, and free beer, branding itself as an 'anti-gym'.South China Morning PostBritish fitness company wants you to work out while you commute by busBritish fitness company 1Rebel is launching a bus-based spinning program called Ride2Rebel, offering 45-minute classes for $17–$21. The first bus is expected to roll out after summer, pending government approval, with routes ending at fitness clubs for showering and changing.Business Insider1Rebel gym is basically a party1Rebel gym features live music, heated benches, and free beer. The gym is described as a party, with production by Emmanuel Ocbazghi and original reporting by Oscar Williams-Grut.