Foundry

What Foundry does

Foundry is a UK-based, multi-location boutique fitness operator incorporated as Foundry Studio Holdings Ltd, headquartered in Farnham and trading as Foundry. The company runs 9 owned-and-operated personal training gyms across London (Aldgate, Moorgate, Old Street, North Kensington, Richmond, Vauxhall, Wandsworth), Surrey (Cobham), and East Sussex (Crowborough). Its core product is coached small-group personal training in 50-minute sessions delivered on the hour from 6am to 8pm, supplemented by 45-minute fitness classes and specialised men's and women's PT programmes.

The underlying operating model combines a fixed hourly session cadence with a credit-based booking system that allows a single membership to grant access to any of the 9 sites. Foundry uses an InBody scanner for body-composition tracking and offers a 360 Wellness add-on that extends into nutritional guidance. A 1:1 Strategy Session is included in the trial flow to personalise programming before conversion. Member acquisition is primarily direct-to-consumer via the website, organic search, social channels (Instagram, Facebook, LinkedIn, YouTube), email, ClassPass, and a 51-page educational blog library.

Revenue is generated through a £97 7-Day Trial (capped at 10–20 slots per location per month) that funnels members into rolling monthly memberships starting at £269/month, with annual inflation-linked escalators and a 60-day cancellation notice period. The company also packages a 2x trial bundle at £145.50 as a friend-referral offer. The business is privately held with no disclosed funding rounds, parent company, or institutional ownership; primary customer segments are busy professionals and gym beginners/returners in London and the South East, with secondary segments around injury recovery and flexible-training seekers.

Name

Foundry

Legal name

Foundry Studio Holdings Ltd

Website

https://foundryfit.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Foundry operates a 9-location boutique personal training chain across London, Surrey, and East Sussex, delivering coached small-group PT and fitness classes to a direct-to-consumer base of busy professionals and gym returners via a £269/month multi-site membership gated by a £97 7-day trial.

Ownership category

akta.pro rank

Headquarters

HQ city

Farnham

HQ country

United Kingdom

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. 7-Day Trial: One-time trial offering at £97 providing access to all 9 locations, personal training sessions, and classes for 7 days. Serves as the primary customer acquisition funnel.
2. Monthly Membership: Rolling monthly subscription starting from £269 per month, with a credit-based system allowing flexible access across all locations and session types. Subject to 60-day notice period for cancellation.
3. Referral Trial: 2 × 7-Day Trials bundle at £145.50, designed as a friend referral offer saving £48.50 compared to individual trials

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Foundry operates a chain of nine personal training gyms across London, Surrey and East Sussex, offering small-group personal training sessions, fitness classes, and wellness programming. The company sells a 7-day trial (£97) as its primary acquisition funnel, converting members into monthly rolling memberships starting from £269 that grant access to all nine locations via a credit-based booking system.

Product overview

Foundry is an award-winning personal training gym chain operating across 9 locations in London and the South East/West. The core offering is small-group personal training with expert coaching, supplemented by fitness classes. The product portfolio centers on the 7-Day Trial (£97) as the entry point, leading to monthly rolling memberships starting from £269. Key products include Small Group Personal Training (50-minute coached sessions), Fitness Classes (45-minute cardio sessions), and 360 Wellness for nutritional support. Men's and Women's Personal Training programs offer specialized approaches. All locations are accessible via single membership with a credit-based booking system.

Differentiator

Problem solved

Functional benefit

Products and services

• 7-Day Trial A £97 trial offering that includes a 1:1 Strategy Session, open access to Personal Training Sessions and Fitness Classes, and access to all 9 Foundry locations for 7 days. Limited to 10 places per location per month.
• Full Membership Monthly rolling membership starting from £269 per month, offering access to all 9 Foundry locations, a credit-based booking system for Personal Training Sessions and Classes, with a 60-day notice period for cancellation.
• Small Group Personal Training Expert-led coached sessions in small groups providing dedicated attention with the motivation and energy of a small group environment. Sessions are 50 minutes and run on the hour, every hour from 6am to 8pm.
• Fitness Classes

Quantifiable outcome

• Members achieve strength, fitness, and body composition improvements through consistent structured training
• +1 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Barry's Bootcamp: Premium boutique fitness brand offering coached group workouts in a high-energy, instructor-led format across multiple global cities including London. Closely comparable to Foundry on target customer (busy professionals), premium pricing, and small-group coached training model.
• Digme Fitness: UK boutique fitness chain offering HIIT, ride, and strength classes with monthly membership model. Directly comparable on small-group coached sessions, UK focus, and premium-but-not-luxury positioning.
• Third Space London: Premium London-only fitness club chain offering group classes, PT, and luxury facilities. Comparable on London geographic concentration and premium end of the market, though broader amenity set (pool, spa) than Foundry.
• F45 Training: Global franchise offering 45-minute functional group workouts with a coach-led format. Comparable to Foundry on small-group coached sessions, premium positioning, and multi-location expansion model, though primarily franchise-driven.
• 1Rebel: London-based boutique fitness brand combining group training and ride classes at premium price points. Directly comparable on London geography, premium price positioning, and group-coached workout experience.

Broad incumbents

• Nuffield Health: UK-wide health and fitness chain with extensive gym, PT, and clinical wellness offerings. Overlaps with Foundry on PT/wellness services and UK footprint, though at lower price points and broader healthcare positioning.
• Equinox: Global ultra-premium fitness club with multiple London locations. Comparable on premium positioning and affluent professional target customer, though operates a broader luxury amenity model than Foundry's PT-focused offering.
• David Lloyd Clubs: UK-wide premium family fitness club chain offering PT, classes, and racquet sports. Comparable on PT/group class revenue streams, though at lower price points and broader amenity model than Foundry.

Regional players

• Gymbox: London-focused premium fitness club with strong brand and group class offerings. Comparable on London geographic focus and premium-but-edgy positioning, though broader amenity model than Foundry's small-group PT format.

Emerging players

• Barry's UK / Various Boutique PT Studios: Independent small-group PT studios across London (e.g., Kobox, Core Collective) competing for the same busy-professional segment with similar coached, premium-priced offerings.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@FoundryFit
• Facebookfacebook.com/foundryfit
• LinkedInuk.linkedin.com/company/the-foundry_3
• Instagraminstagram.com/foundryfit

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Foundry