UBX

What UBX does

UBX (originally founded as 12RND Fitness in 2016 and rebranded in 2022) is an Australian boxing and strength training gym franchise co-founded by four-time world champion boxer Danny Green and fitness/tech entrepreneur Tim West. The company operates more than 90 boutique gyms across 8 countries — Australia, New Zealand, Singapore, Japan, the United Kingdom, Ireland, the United States, and the United Arab Emirates — with publicly stated ambitions to reach 3,000 locations worldwide. Its core in-club product is a 12-round circuit workout combining 6 boxing rounds (bagwork or padwork) with 6 functional strength rounds, completed in under 45 minutes on a 'no timetable, no booking' model that allows members to start at any round. The methodology is built around a 7-week training cycle (Base, Strength, Power, Peak phases) authored by Green and Head of Strength and Conditioning Brad Harrington (former Wallabies S&C coach), with program design supported by in-house sports scientists.

UBX's product portfolio extends beyond the gym floor. The TRAIN: On Demand app delivers workouts, nutrition and meal planning, mindset content, and BPM-matched music across iOS, Android, Apple TV, and Chromecast, with a free Lite tier and a $7.99/month Premium tier (Premium is included free for active club members). The Training Camp is a six-week coached challenge program delivered across both in-gym and app channels, and the official UBX online store sells branded apparel, the Adidas x UBX co-branded merchandise line, and Fighter Pack equipment bundles. Clubpass provides a single-login platform unifying all of these experiences. The company is preparing a 2026 global rollout of 'Strength Zones' — dedicated hybrid spaces combining the boutique circuit format with traditional strength equipment (e.g., Concept2 StrengthErg) and 24/7 Extended Access.

Revenue is generated across five streams: recurring gym memberships (pricing varies by franchise), franchise setup fees and ongoing royalties from master and individual franchisees, TRAIN: On Demand app subscriptions, retail merchandise, and Training Camp programs. Master franchise partners — most notably Empowered Brands for UK/Ireland (reported £50 million deal, 250+ site target) and Prova Group for Japan (145-site commitment) — drive international expansion, while master franchisees for other markets (e.g., UAE) and individual franchisees handle additional rollout. Customers are exclusively individual fitness consumers rather than enterprise accounts, with a stated base of 15,000+ members across 80 gyms as of January 2022 and implied subsequent growth.

Name

UBX

Legal name

UBX Training

Website

https://ubxtraining.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

UBX is an Australian boxing and strength training gym franchise founded in 2016 by four-time world champion boxer Danny Green and tech entrepreneur Tim West, operating 90+ boutique gyms across 8 countries alongside the TRAIN: On Demand app and 6-week Training Camp programs for general fitness consumers.

Ownership category

akta.pro rank

Product category

Boutique Fitness Gyms

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industry

Combat Sports Gyms & Dojos (MMA, Boxing, Wrestling, Martial Arts) (MPAKAJAG)

Keywords

• Boutique fitness studios
• Boxing gym franchise
• Strength training programs
• Group fitness workouts
• Fitness franchise services

Headquarters

HQ city

Mount Maunganui

HQ country

New Zealand

HQ region

Oceania

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Gym Membership Subscriptions: Recurring monthly or annual membership fees charged at individual UBX franchise locations. Members access coached sessions, Extended Access 24/7 training, Strength Zones, and free Premium access to the TRAIN: On Demand app for the life of their membership.
2. Franchise Fees: UBX generates revenue through master franchise agreements (e.g., £50 million deal with Empowered Brands for UK/Ireland, 145-gym deal in Japan with Prova Group, 250-gym deal in UK) and individual franchisee openings, with franchisees paying setup fees and ongoing royalties.
3. TRAIN: On Demand App Subscriptions: The app offers a Lite tier (free, daily bodyweight workouts) and a Premium tier at $7.99/month for full access to equipment-based workouts, meal plans, recipes, mindset content, and Apple TV support. Premium is also free with active gym membership.
4. Retail Merchandise: The official UBX online store (shop.ubxtraining.com) sells branded apparel across the Baseline and Classic collections, including Adidas x UBX co-branded gloves and apparel. The store ships globally with support for 35+ currencies including AUD, USD, GBP, EUR, and NZD. Purchasing a Fighter Pack equipment bundle includes one free month of Premium app access.
5. Training Camp Programs: The Training Camp is a six-week coached health and fitness challenge offering a world-class boxing and strength training program with nutritional guidance and support, accessible through the TRAIN: On Demand app and at UBX gyms.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

UBX operates a boxing and strength training boutique gym franchise, delivering a signature 12-round circuit workout (6 boxing rounds plus 6 functional strength rounds) in under 45 minutes with no class timetables. The company sells gym memberships at franchise locations, a digital fitness subscription via the TRAIN: On Demand app, a 6-week Training Camp challenge program, branded merchandise, and franchise licenses to entrepreneurs.

Product overview

UBX (pronounced 'you-box') is a boxing and strength training gym franchise founded in Australia in 2016 by four-time world champion boxer Danny Green and tech entrepreneur Tim West. The company operates a franchise model with over 90+ boutique gyms across Australia, New Zealand, Singapore, Japan, UK, Ireland, UAE, and USA. The core offering is a 12-round boxing and strength circuit workout combining 6 rounds of boxing with 6 rounds of functional strength training, designed by in-house sports scientists and inspired by Danny Green's training methodology. UBX's product portfolio centers on in-club training at franchise locations supplemented by the TRAIN: On Demand digital platform (app-based workouts, nutrition, mindset content), Training Camp (6-week challenge program), and an official merchandise store. Key differentiators include flexible 'no timetable, no booking' gym access, world-class coaching, a scientifically-backed 7-week training cycle (Base, Strength, Power, Peak phases), and recent expansion into hybrid models with dedicated Strength Zones and 24/7 Extended Access. The company also offers franchise opportunities through Own a UBX, and members access all services via the Clubpass single-login platform.

Differentiator

Problem solved

Functional benefit

Products and services

• UBX Boxing + Strength Gym Franchise Boutique gym franchise offering 12-round circuit workouts combining 6 rounds of boxing (bagwork or padwork) with 6 rounds of functional strength training. Operates over 90 franchise locations across 8 countries with flexible start times, no class timetables or bookings required, coaching screens, and optional 24/7 Extended Access. For consumers seeking guided boxing and strength training and for franchisees seeking a turnkey boutique fitness business.
• TRAIN: On Demand App

Quantifiable outcome

• Members have achieved significant transformations including 20+ kg weight loss, 8-10% body fat reduction, and major improvements in fitness benchmarks (strength erg chest press, leg press, rowing, anaerobic conditioning) within 6-week Training Camp periods.
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature8 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• Adidas BoxingflagshipGTM or Marketing Partner · 13 June 2024UBX and Adidas released a co-branded line of boxing gloves and apparel, launched alongside the 'Boxing is for Everyone' campaign. The partnership positions UBX as a mainstream fitness brand and expands its retail presence beyond UBX's own store to Adidas distribution channels. Products available at gyms worldwide.
• Gumboot Friday (New Zealand)coreStrategic or Co-development Partner · 13 November 2023UBX partnered with Gumboot Friday, an initiative founded by Mike Allwood supporting youth mental health in New Zealand. UBX New Zealand CEO Korey Gibson stated the partnership symbolises UBX's commitment to mental health advocacy and the belief that everyone deserves access to mental health support. UBX members, coaches, and the community supported the initiative.
• Warner Bros. Pictures (ANZ)flagshipGTM or Marketing Partner · 20 February 2023UBX partnered with Warner Bros. Pictures (Australia and New Zealand) on a 'Workout Like Creed' fitness campaign based around the cinema release of Creed III. The partnership brought the energy of the film franchise to UBX gyms with themed workouts, engaging both existing members and new audiences through the connection to Michael B. Jordan and Sylvester Stallone.
• Empowered Brands (UK/Ireland)flagshipChannel Partner/ Reseller/ Distributor · 1 January 2021Empowered Brands is UBX's master franchiser for the UK and Ireland, with a reported £50 million deal to expand UBX across these markets. The partnership targets Edinburgh, Glasgow, Sheffield, Manchester (MediaCity), London, Bristol, Nottingham, and other UK cities, with 11 franchise locations planned across Scottish cities alone.
• Climbing MountainsminorGTM or Marketing PartnerUBX partnered with Climbing Mountains, a global adventure travel company offering trekking, mountaineering, and cycling experiences worldwide. UBX members receive a 10% discount on experiences including Everest Base Camp, Camino de Santiago, Mount Kilimanjaro, and Dolomites treks. The partnership promotes active lifestyles beyond the gym.
• Pad Bros / SOMA Fight Club (Bali)minorGTM or Marketing PartnerUBX partnered with Pad Bros, renowned boxing coaches who operate SOMA Fight Club in Bali, to offer exclusive boxing retreats for UBX members. Training Camp winners joined an unforgettable week of elite boxing training and recovery at SOMA Fight Club, providing a unique experience beyond regular gym sessions.
• Surf Yoga Beer (SYB)minorStrategic or Co-development PartnerUBX announced a brand-new partnership with Surf Yoga Beer, a global travel and lifestyle community dedicated to adventure, fun, and fitness. The partnership celebrates shared DNA around enabling people to live with vitality, connection, and purpose, extending the UBX brand beyond the gym into adventure travel and lifestyle experiences.
• Prova Group (Japan)flagshipChannel Partner/ Reseller/ DistributorMaster franchise agreement signed with Prova Group for Japan, committing to opening 145 gyms across Japan. This followed a 145-studio deal for Japan and represents UBX's 7th global market entry. The partnership enables rapid Japanese market expansion with local operational expertise.

Scale indicators10 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• 9Round Fitness: Specialist kickboxing/boxing-focused boutique fitness franchise with a circuit format and no-class-timetable model, very similar in concept to UBX's 12-round boxing/strength circuit. Direct combat-fitness franchise competitor.
• Rumble Boxing: Premium boutique boxing-conditioning studio with a similar 10-round, 45-minute group format and strong digital/brand-led positioning. Direct competitor in the boxing-boutique segment.
• F45 Training: Global functional-training boutique fitness franchise with a similar member experience, franchise model, multi-country footprint, and HIIT/strength positioning. Most direct comparable in scale, business model, and target consumer.
• Title Boxing Club: Large US-based boxing fitness franchise offering boxing and kickboxing group classes. Closest US analog to UBX in combining authentic boxing with a mass-market fitness franchise.
• Body Fit Training (BFT): Australian-origin group-training fitness franchise with progressive-programming and franchise-led global expansion. Most direct Australian-headquartered peer to UBX in concept, scale and go-to-market.

Broad incumbents

• Peloton Interactive: Large connected-fitness platform spanning cycling, strength, running, and boxing content. Overlaps with UBX's TRAIN: On Demand app in offering subscription-based, app-delivered fitness content including boxing-style classes.
• Orangetheory Fitness: Large, scaled US boutique fitness franchise combining heart-rate-monitored cardio and strength group classes. Competes for the same time-pressed, results-oriented consumer with a much bigger network and brand.
• Barry's Bootcamp: Premium global boutique fitness brand combining HIIT and strength in a scheduled-class format. Competes for the same premium, experience-driven consumer segment as UBX.

Emerging players

• FightCamp: Connected at-home boxing fitness platform with workouts, equipment and content. Comparable to UBX's TRAIN: On Demand app for at-home boxing training, but pure digital, no physical gym footprint.
• Liteboxer: Connected boxing-fitness platform combining a hardware controller with a content subscription. Comparable to UBX's TRAIN: On Demand offering in the at-home boxing fitness category, focused on a premium digital experience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/ubxtraining
• YouTubeyoutube.com/channel/UCn5uz6Ih9awOZTdQOPZlGsA
• Facebookfacebook.com/ubxtraining
• LinkedInlinkedin.com/company/ubx-global
• Instagraminstagram.com/ubxtraining

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 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 UBX