Bannatyne Group
Bannatyne Group operates 67 UK health clubs, spa facilities, and three hotels, serving 219,743 individual members through monthly subscriptions, spa packages, and hotel stays. Founded in 1996 by Duncan Bannatyne, the Darlington-based group reported record £158m revenue in 2025.
- Company typePrivate
- Founded1996
- HeadquartersDarlington, United Kingdom
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Bannatyne Group does
Bannatyne Group is a UK-based, privately-held health, spa, and hospitality operator founded in 1996 by Duncan Bannatyne and headquartered in Darlington, County Durham. The company runs 67 premium health clubs across England, Scotland, Wales, and Northern Ireland under a tiered multi-club access system, complemented by spa facilities at more than 40 locations and three owned hotels in Darlington, Durham, and Hastings. Its 219,743 members and ancillary hotel/spa guests access an integrated offering that spans gyms, 20m swimming pools, group exercise classes (Les Mills), thermal spa facilities, ELEMIS treatments, restaurants, and corporate conference hire.
The underlying technology stack combines Technogym-connected equipment (SKILLMILL, SKILLROW, SKILLBIKE, Omnia 8/3), MYZONE heart rate monitoring, Wattbike, Queenax functional rigs, and Beaverfit rigs, unified through the proprietary Bannatyne App which supports class booking, QR-code gate entry, profile management, and biometric tracking. Member-facing proprietary systems include the B:360 wristband access system and the B:Coached gym induction programme. Subscription add-ons (Les Mills+ at £5.99/month, HealthHero virtual GP at £9.99/month, Platinum from £9.99/month) and integrations with Fitbit, Apple Watch, Strava, and Fitbod extend the digital ecosystem.
The business model is anchored on recurring monthly direct debit memberships tiered from approximately £39.99 to £100+ per month, supplemented by spa day packages (£39-£309), hotel accommodation, food and beverage, conference hire, personal training, and gift voucher sales. Klarna Pay in 3 and 30-day payment options are deployed at checkout to reduce friction. Distribution is direct-to-consumer via the bannatyne.co.uk web estate, the Bannatyne App, in-club reception sales, and a network of third-party voucher platforms (Groupon, Wowcher, Virgin Experience Days, Spa Seekers, etc.). For the year ending December 2025, Bannatyne reported record revenue of £158m (+6% YoY), operating profit of £27.2m, and pre-tax profit of £15.7m.
Bannatyne Group firmographics
Firmographics- Name
- Bannatyne Group
- Legal name
- The Bannatyne Group Limited
- Website
- https://bannatyne.co.uk
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Bannatyne Group operates 67 UK health clubs, spa facilities, and three hotels, serving 219,743 individual members through monthly subscriptions, spa packages, and hotel stays. Founded in 1996 by Duncan Bannatyne, the Darlington-based group reported record £158m revenue in 2025.
- Ownership category
- akta.pro rank
Where Bannatyne Group is headquartered
LocationHeadquarters
- HQ city
- Darlington
- HQ country
- United Kingdom
- HQ region
- Europe
Offices8 records
Markets served
Bannatyne Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Health Club Memberships: Monthly direct debit membership fees for health club access across 67 UK locations. Membership tiers include Full Access (access to multiple clubs based on tier system), Off Peak, and multi-club cross-usage access. Additional revenue from joining fees (currently waived in promotions), freeze fees (£10/month), and admin fees for membership transfers.
- Spa Services & Day Packages: Revenue from spa day packages, individual treatments (ELEMIS and Bannatyne branded), spa breaks, and treatment-only bookings. Packages range from £39 (Twilight Spa Evening) to £309 (Ultimate VIP Spa Experience). Voucher sales, third-party voucher redemption (Groupon, Wowcher, Virgin Experience Days, Red Letter Days, Spa Seekers, Living Social, 5pm).
- Hotel Accommodation: Hotel room revenue at three owned hotel properties in Darlington, Durham, and Hastings. Room-only and bed-and-breakfast rates. Spa break packages combining hotel stays with spa access. Group bookings for 6+ rooms with pre-payment terms.
- Food & Beverage (Cafe Bars & Restaurants): On-site cafe bars at health clubs serving nutritional meals and protein products. Full restaurant service at select locations including the award-winning Woodlands Restaurant at Bury St Edmunds. Afternoon tea, breakfast, lunch, and dinner service at spa day locations and hotel properties.
- Add-On Subscriptions: Monthly add-on subscriptions including Les Mills+ (£5.99/month), Health Hero bolt-on (£9.99/month), and Platinum membership upgrade (from £9.99/month) offering virtual GP, physio, dietitian, mental health support, and two free day passes per month.
- Conference & Event Hire: Conference room hire at multiple Bannatyne Health Club locations. Full-day hire from £250, half-day from £150, with optional spa access (£10/person) and catering (£10/person). Accommodates 1-110 delegates.
- Personal Training: One-to-one personal training sessions available at all health club locations, booked through the Bannatyne App or directly at club reception.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Wildmoor Spa and Health Club - Full Access membership |
| Unit Pricing | Pay-as-you-go | Wildmoor Spa and Health Club - Day Pass |
| Subscription | Monthly | Bury St Edmunds Health Club and Spa - Full Access membership |
| Unit Pricing | Pay-as-you-go | Spa Day - Twilight Spa Evening |
| Unit Pricing | Pay-as-you-go | Spa Day - The Afternoon Reset |
| Unit Pricing | Pay-as-you-go | Spa Day - Rise & Refresh Spa Morning |
| Unit Pricing | Pay-as-you-go | Spa Day - Face & Body Sensation |
| Unit Pricing | Pay-as-you-go | Spa Day - Perfectly Polished |
| Unit Pricing | Pay-as-you-go | Spa Day - Total Tranquility / Perfectly Polished Deluxe |
| Unit Pricing | Pay-as-you-go | Spa Day - Evening Escape |
| Unit Pricing | Pay-as-you-go | Spa Day - Head in the Clouds for Two |
| Unit Pricing | Pay-as-you-go | Spa Day - Ultimate VIP Spa Experience for Two |
| Unit Pricing | Pay-as-you-go | Spa Day - Romance is Spa for 2 |
| Unit Pricing | Pay-as-you-go | Spa Day - Ashmira Elemental Harmony Ritual |
| Unit Pricing | Pay-as-you-go | Spa Day - Sweet Indulgence for One |
| Unit Pricing | Pay-as-you-go | Spa Day - Mum to Be Experience for 1 |
| Unit Pricing | Pay-as-you-go | Breakfast & Spa packages |
| Unit Pricing | Pay-as-you-go | Lunch & Spa packages |
| Unit Pricing | Pay-as-you-go | Afternoon Tea & Spa packages |
| Unit Pricing | Pay-as-you-go | Rasul Spa Day for Two |
| Unit Pricing | Pay-as-you-go | Japanese Head Spa Treatment |
| Unit Pricing | Pay-as-you-go | Summer Scrub or Soothe June Promo |
| Subscription | Monthly | Health Hero Add-On |
| Subscription | Monthly | Les Mills+ Add-On |
| Subscription | Monthly | Platinum Add-On |
| Subscription | Monthly | Membership Freeze Fee |
| Unit Pricing | Pay-as-you-go | Conference Room Hire at Wildmoor |
| Unit Pricing | Pay-as-you-go | Spa Gift Vouchers |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels10 records
Bannatyne Group product offering
Product offeringCore offering
Bannatyne Group operates a nationwide network of premium health clubs in the UK offering gym facilities, swimming pools, group fitness classes, and on-site spa treatments (including ELEMIS therapies). The group also runs three hotels in Darlington, Durham, and Hastings with restaurant dining, and offers spa day packages and personal training across its estate of 67 clubs serving approximately 219,743 members.
Product overview
The Bannatyne Group operates a diversified health and wellness business consisting of three core divisions: Health Clubs (67 premium fitness facilities across the UK), Bannatyne Spa (luxury spa treatments and experiences at 40+ locations), and Bannatyne Hotels (three hotel properties in Darlington, Durham, and Hastings). The company offers a tiered membership system with Full Access and Day Pass options, supported by a proprietary mobile app for class booking, gate entry, and fitness tracking. Add-on services include Les Mills+ digital fitness content, HealthHero virtual healthcare, and Platinum membership upgrades. Additional revenue streams include conference room hire, personal training, and spa gift products. The company is expanding into padel courts across multiple UK locations in 2026 following successful trials.
Differentiator
Problem solved
Functional benefit
Brands
- Bannatyne App: Mobile application for members to book classes, access gate entry via QR code, update profiles, and receive notifications
- B:360
- Bannatyne Add-Ons
- B:Vouchers
- Bannatyne Platinum
Products and services
- Bannatyne Health Club Memberships
- Bannatyne Spa Treatments
- Bannatyne Hotels
- Spa Day Packages
- Personal Training
- Group Fitness Classes
Quantifiable outcome
- Record 2025 revenue of £158m, a 6% increase year-on-year
- +5 more outcomes
Companies that use Bannatyne Group
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles1 record
Bannatyne Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature6 records
Bannatyne Group partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Les MillscorePartnership with world-leading group fitness brand Les Mills providing live and virtual classes (BODYCOMBAT, BODYPUMP, BODYBALANCE, RPM, Sprint, Sh'bam, Grit, CORE). Bannatyne has invested in Les Mills Smart Tech equipment across all health clubs. Les Mills+ bolt-on gives members on-demand access to 2500+ workouts at £5.99/month.
- TechnogymcoreEquipment partnership with Technogym providing treadmills, plate-loaded resistance machines, SKILLMILL curved treadmills, SKILLROW rowing machines, SKILLBIKEs, and Omnia 8/3 functional training rigs. Technogym ecosystem integrated with Bannatyne app for training tracking and personalisation.
- ELEMIScoreELEMIS is the exclusive premium skincare brand used for spa treatments at Bannatyne Spas. ELEMIS-branded treatments include facials, massages, and the Peaceful Pregnancy Massage. ELEMIS products are highlighted in marketing materials.
- HealthHerocoreEurope's largest virtual healthcare provider integrated as the HealthHero add-on within Bannatyne's Platinum membership. Provides virtual GP appointments, physiotherapy, dietitian, and mental health support for members and their children. GP appointments available within 2 hours, 7 days a week, 364 days/year.
- KlarnacorePayment partnership with Klarna enabling 'Pay in 3 interest-free instalments' and '30 days to pay' for membership sign-up and spa bookings. Klarna branding featured prominently on membership and spa pages to reduce purchase friction and improve conversion rates.
- Nike, The North Face, Gymshark, Adidas (Member Rewards)minorMember rewards programme partners offering discounts to Bannatyne members through the member portal. Includes Nike, The North Face, Gymshark, and Adidas.
- HelloFresh, Simply Cook, Farmfetch (Member Rewards)minorMember rewards programme partners offering discounts on meal kit delivery services: HelloFresh, Simply Cook, and Farmfetch.
- Yumi Nutrition, Feel, Bluecrest Wellness (Member Rewards)minorMember rewards programme wellness partners: Yumi Nutrition, Feel, and Bluecrest Wellness offering health and nutrition discounts to Bannatyne members.
Scale indicators13 records
Recent moves9 records
Expansion highlights6 records
Bannatyne Group competitors and assessment
Company assessmentMarket position
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Bannatyne Group social profiles
Digital presenceBannatyne Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bannatyne Group leadership team
Management profileNumber of profiles
Profiles1 record
Bannatyne Group subsidiaries and ownership
Company hierarchySubsidiaries2 records
Bannatyne Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bannatyne Group M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bannatyne Group
What does Bannatyne Group do?
Bannatyne Group operates a nationwide network of premium health clubs in the UK offering gym facilities, swimming pools, group fitness classes, and on-site spa treatments (including ELEMIS therapies). The group also runs three hotels in Darlington, Durham, and Hastings with restaurant dining, and offers spa day packages and personal training across its estate of 67 clubs serving approximately 219,743 members.
Is Bannatyne Group a public or private company?
Bannatyne Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bannatyne Group founded?
Bannatyne Group was founded in 1996. It employs 1,001 to 5,000 people.
Where is Bannatyne Group based?
Bannatyne Group is headquartered in Darlington, United Kingdom, in the Europe region.
How does Bannatyne Group make money?
Seven revenue lines are on record. Health Club Memberships are the primary driver. The others are spa Services & Day Packages, hotel Accommodation, food & Beverage (Cafe Bars & Restaurants), add-On Subscriptions, conference & Event Hire and personal Training.
Does Bannatyne Group have an API?
No public API is recorded for Bannatyne Group.