Bannatyne Group

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.

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

Headquarters

HQ city

Darlington

HQ country

United Kingdom

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. 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.
2. 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).
3. 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.
4. 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.
5. 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.
6. 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.
7. 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

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core 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

Named customers4 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Les MillscoreTechnology or IntegrationPartnership 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.
• TechnogymcoreTechnology or IntegrationEquipment 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.
• ELEMIScoreTechnology or IntegrationELEMIS 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.
• HealthHerocoreTechnology or IntegrationEurope'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.
• KlarnacoreGTM or Marketing PartnerPayment 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)minorGTM or Marketing PartnerMember 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)minorGTM or Marketing PartnerMember rewards programme partners offering discounts on meal kit delivery services: HelloFresh, Simply Cook, and Farmfetch.
• Yumi Nutrition, Feel, Bluecrest Wellness (Member Rewards)minorGTM or Marketing PartnerMember 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

Market position

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/bannatyne
• Facebooken-gb.facebook.com/thebannatynegroup
• Instagraminstagram.com/thebannatynegroup
• TikToktiktok.com/@bannatynehealthclubspa
• LinkedInlinkedin.com/company/the-bannatyne-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Bannatyne Group