Ten Health & Fitness

What Ten Health & Fitness does

Ten Health & Fitness is a London-based, founder-owned multi-disciplinary health and fitness operator founded in 2007, operating 10 purpose-built studios across premium London districts including Chiswick, the City, Fitzrovia, Hatton Garden, King's Cross, Little Venice, Nine Elms, Notting Hill, Notting Hill Gate and St James's. The company employs between 101 and 250 staff and delivers an integrated service portfolio anchored by Dynamic Reformer Pilates (delivered on custom-adapted American reformer equipment with a maximum of 10 clients per class), and extending into Classical Equipment Pilates, Physiotherapy (general, pelvic health, women's/men's health, paediatric, pre/postnatal, Body MOT, Gait Analysis), Personal Training, Clinical Exercise for chronic conditions, Massage Therapy, Corporate Health, and Wellness services (Cryotherapy, Infrared Sauna) at the King's Cross flagship.

The technology layer is composed of off-the-shelf third-party platforms: MindBodyOnline for booking, payments and customer data management powers the iOS and Android mobile apps; Mailchimp and Mandrill handle email marketing and transactional messaging; Google Analytics, Flurry, and Loyalsnap support analytics and loyalty. The proprietary asset is the Dynamic Reformer Pilates method, the Ten Academy trainer certification pipeline, and the brand (registered as a UK trademark).

Ten's revenue model is multi-stream and predominantly subscription/recurring. Pilots can purchase class blocks (5/10/30 packs) or enter rolling monthly memberships priced from £110 (Monthly 4) to £345 (Monthly Unlimited), with an annual VIP tier at £3,300 for 200 classes. Adjacent recurring revenue comes from monthly physiotherapy memberships (£125/month) and massage memberships (£85–£160/month). One-time/transactional revenue is generated from physiotherapy initial assessments (£130), personal training, a £550/month three-month nutrition plan, TenEducation instructor certification courses, gift cards (minimum £30, six-month validity), retail merchandise, and corporate wellness packages sold through ClassPass, GymFlex and Incorpore. Customer acquisition is supported by a £57 intro offer (3 classes) and referral incentives, while retention is driven by minimum 3-month commitments, milestone rewards at 50/100/200/300+ classes, and an integrated clinical-to-exercise cross-referral model that increases switching cost.

Name

Ten Health & Fitness

Legal name

Ten Health & Fitness Ltd

Website

https://ten.co.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

Ten Health & Fitness is a London-based, founder-owned multi-disciplinary health and fitness operator running 10 studios offering Dynamic Reformer Pilates, physiotherapy, personal training, massage, clinical exercise, corporate wellness, and instructor training across London.

Ownership category

akta.pro rank

Product category

Boutique Pilates and Physiotherapy Studios

NAICS

Fitness and Recreational Sports Centers (713940), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Health Services (8000)

akta.pro primary industry

Pilates Instruction (Mat & Reformer) (HSADACAB)

akta.pro secondary industries

General Personal Training (In-Person & Virtual) (HSADAAAA), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC), Corporate/Workplace Yoga & Pilates (HSADACAJ)

Keywords

• Reformer pilates studios
• Clinical physiotherapy services
• Personal fitness training
• Corporate wellness programs
• Instructor certification courses

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Group Pilates Classes: Pay-as-you-go and block purchasing of Dynamic Reformer Pilates classes. Intro offers (3 classes for £57) attract new customers. Class blocks sold in combinations of 5, 10, and 30. Additional top-up classes available at £24 per session for members.
2. Monthly Memberships: Rolling monthly memberships providing 4, 7, 10, 12 classes per month or unlimited classes. Minimum 3-month commitment with 31 days written notice to cancel. Additional classes charged at member rates. Unlimited membership at £345/month includes advanced booking and member benefits.
3. Annual Membership: 200 classes per year for £3,300. Includes 20% retail discount, late cancellation allowance, free Masterclasses, pre-event notifications, and branded merchandise (water bottle and grip socks).
4. Physiotherapy Services: Individual physiotherapy sessions and monthly memberships. Initial assessment at £130. Monthly membership provides 1x 60min session at £125 with additional sessions at £120 each.
5. Massage Therapy: Monthly massage memberships offering 1x or 2x 60-minute sessions per month. Additional sessions at £85 each. Some studios offer 1x massage at £85/month with £90/month option.
6. Personal Training: One-to-one and two-to-one Pilates sessions. Personal training available across all studios with tiered pricing (Master/Senior/Standard). Minimum 3-month rolling contracts.
7. Clinical Exercise Prescription: Specialist exercise prescription for clinical conditions including menopause, heart disease, cancer, and diabetes. May include nutrition plan at £550/month for 3 months.
8. Wellness Services: Cryotherapy and Infrared Sauna treatments at King's Cross studio. Introductory offers available for first-time customers.
9. TenEducation Professional Training: Professional Pilates instructor courses including Dynamic Reformer Training (8-day), Advanced Dynamic Reformer, Two-day Dynamic Reformer course, Jumpboard, Pre/Postnatal Pilates, and Dynamic Bodyweight Pilates. Fees include tutorials, manuals, refreshments, and certificate.
10. Gift Cards: Gift cards sold with minimum £30 value, valid for 6 months from purchase. Can be used for classes, PT, Physio, Massage, and retail products.
11. Corporate Health: Corporate wellness packages offered through dedicated Corporate Health service, targeting businesses seeking employee wellness programs.
12. Retail Products: Sale of branded merchandise including Ten grip socks (£12 for first pair), water bottles, and other retail items. Annual members receive 20% discount.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels10 records

Core offering

Ten Health & Fitness operates 10 multi-disciplinary health and fitness studios across London, anchored by Dynamic Reformer Pilates group classes. The integrated offering combines small-group Pilates (beginners through advanced, plus specialist prenatal, jumpboard, stretching, and classical equipment variants) with clinical and therapeutic services including physiotherapy, pelvic health physiotherapy, personal training, clinical exercise prescription for chronic conditions, massage therapy, and wellness treatments (cryotherapy, infrared sauna). Memberships, class blocks, introductory offers, and TenEducation instructor certification courses round out the service portfolio.

Product overview

Ten Health & Fitness is a London-based multi-disciplinary health and fitness operator offering an integrated service portfolio anchored by Dynamic Reformer Pilates. The company provides a comprehensive suite of fitness and wellness services including Pilates (Dynamic Reformer, Classical Equipment, and specialist pre/postnatal classes), Physiotherapy (general, pelvic health, women's/men's health, paediatric, Body MOT, Gait Analysis), Personal Training, Clinical Exercise Prescription for clinical conditions, Massage Therapy, Corporate Health, and Wellness (Cryotherapy, Infrared Sauna). Ten Education provides professional instructor training courses. The company operates 10 studios across London (Chiswick, City, Fitzrovia, Hatton Garden, King's Cross, Little Venice, Nine Elms, Notting Hill, Notting Hill Gate, St James's) and offers a mobile app for bookings. Services are available through flexible pricing including pay-as-you-go, class blocks, and monthly/annual memberships.

Differentiator

Problem solved

Functional benefit

Products and services

• Dynamic Reformer Pilates Classes
• Classical Equipment Pilates
• Physiotherapy
• Personal Training
• Clinical Exercise
• Massage Therapy
• Corporate Health and Wellbeing
• Wellness (Cryotherapy and Infrared Sauna)
• TenEducation (Professional Instructor Training)
• Gift Cards
• Ten Mobile App (iOS and Android)
• Retail Merchandise (Ten-branded grip socks, water bottles and accessories)

Quantifiable outcome

• Clients have achieved milestone visits of 50, 100, 200, 300+ classes demonstrating long-term engagement and loyalty.
• +1 more outcomes

Named customers4 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• MindBodyOnlinecoreTechnology or IntegrationMindBodyOnline (MBO) is Ten's primary business management software used to store and manage customer personal data, enable bookings, process payments, and power the Ten app. All client data is processed and stored through MBO's platform.
• ClassPassminorChannel Partner/ Reseller/ DistributorThird-party booking platform through which customers can discover and book Ten classes. Personal information is shared from ClassPass to Ten, with Ten sharing back only attendance information.
• GymFlexminorChannel Partner/ Reseller/ DistributorCorporate wellness platform enabling employees to access Ten's fitness services through gym benefit programs.
• IncorporeminorChannel Partner/ Reseller/ DistributorCorporate wellness provider through which employees can access Ten's services as part of health and fitness benefit packages.
• Mailchimp (Rocket Science Group)coreTechnology or IntegrationEmail marketing platform used to send newsletters, studio news, and promotional communications to opted-in customers.
• Mandrill (Rocket Science Group)coreTechnology or IntegrationTransactional email service that uses data about customer service usage to send relevant offers and improve customer experience.
• Imperial College Healthcare NHS TrustminorStrategic or Co-development PartnerTen trainers have liaised with professionals at Imperial College Healthcare NHS Trust to improve application of cardiac rehabilitation principles in practice, demonstrating clinical collaboration.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• 1Rebel: London-founded boutique fitness chain operating multiple premium studios across the UK. Comparable to Ten in multi-location London presence, premium positioning, and class-based recurring membership model.
• Core Collective: London multi-discipline wellness operator combining fitness, physiotherapy and recovery under one roof. Closely comparable to Ten's integrated clinical-fitness "Circle of Care" model and premium London positioning.
• Another Space: Boutique London fitness studio offering group classes and integrated wellness services. Comparable to Ten in premium boutique positioning, London footprint, and class-based membership model.
• Psycle London: London boutique fitness brand operating multiple studios with premium group class offerings. Direct competitor in London's premium boutique fitness segment with similar recurring membership structure.

Broad incumbents

• Third Space: London premium health club chain with multiple locations, broad facilities and integrated fitness, spa and physiotherapy services. Overlaps with Ten on premium London positioning and clinical-fitness integration but at significantly larger scale.
• Equinox: Global premium fitness club operator with London studios offering high-end training, Pilates and recovery services. Competes with Ten on premium pricing and Pilates positioning but operates as a much broader incumbent fitness brand.
• F45 Training: Global boutique fitness franchise offering group functional training classes. Comparable to Ten in group-class boutique fitness model and subscription-based recurring revenue, though differentiated by training format (functional vs Reformer Pilates).
• Virgin Active: UK-based premium health club chain with multiple London clubs offering group classes, Pilates and wellness amenities. Comparable to Ten on UK multi-studio presence and class-based memberships but at much broader incumbent scale.
• Nuffield Health: UK-wide private healthcare and fitness operator combining clinical services (physiotherapy, health assessments) with fitness club membership. Comparable to Ten on integrated clinical-fitness positioning, but at far greater scale and not boutique-specialised.
• David Lloyd Leisure: UK premium health, fitness and racquets club chain with significant London presence. Comparable to Ten on multi-studio UK presence and premium family health/wellness positioning, but at significantly larger scale and broader amenity footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@tenhealthfitness5868
• Facebookfacebook.com/TenHealthFitness
• Instagraminstagram.com/tenhealthfitness
• TikToktiktok.com/@ten.health.fitness
• Xx.com/TenHealthFit

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Ten Health & Fitness