SWEATBOX GYM LTD

What SWEATBOX GYM LTD does

SweatBox Gym Ltd is a privately-held, single-venue operator of a male-only gym and sauna facility located at Ramillies House, 1-2 Ramillies Street in Soho, Central London. The company targets the LGBT+ male community and operates 24 hours per day, seven days per week, across three floors, with self-positioning as the UK's busiest gay sauna. The facility offers a clothing-optional gym environment, sauna, private posh cabins, professional massage services (30/60/90-minute tiers), towel rentals, and on-site sexual health resources delivered via a partnership with 56 Dean Street.

The core technology layer is a proprietary Sweatbox mobile application available on iOS App Store and Google Play, which serves as the sole digital channel for purchasing memberships and passes, complemented by an EPOS till system at reception and a card-only payment policy. Revenue is generated through a tiered time-based membership model ranging from a £25 24-hour pass to a £999 twelve-month pass, plus a £15-17 discounted 25-and-under tier and free entry promotions on Hard Up Mondays and Thursdays, with ancillary revenue from posh cabin rentals (£5/hr or £30/8hr), massage services (£50-90), and towel rentals. Distribution is direct-to-consumer, combining the self-serve mobile app with walk-in traffic, supported by Instagram and location-based word-of-mouth within the Soho gay village.

The go-to-market is a hybrid self-serve / retail motion: digital-first app onboarding for memberships and passes, plus a 24/7 physical storefront with no pre-booking required. Themed events (Hard Up Mondays/Thursdays, Towel Free Tuesdays, Mid Week Foam Party, Naked Workout Sundays) and the 56 Dean Street sexual health partnership anchor community engagement. The company is privately held with 5 employees, no disclosed funding rounds, no M&A activity, and no patents or trademarks on file; revenue is not publicly disclosed.

Name

SWEATBOX GYM LTD

Legal name

SWEATBOX GYM LTD

Website

https://sweatboxsoho.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

SweatBox Gym Ltd operates a male-only gym and sauna in Central London's Soho district, open 24/7 across three floors, serving the LGBT+ community with time-based memberships, massages, private cabins, and on-site sexual health services via its mobile app and walk-in storefront.

Ownership category

akta.pro rank

Product category

Fitness and Wellness Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industry

Strength & Conditioning Personal Training (HSADAAAB)

Keywords

• Gay sauna services
• Male-only gym
• Fitness memberships
• Wellness facilities
• Sauna and spa

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Time-based Memberships and Passes: Primary revenue stream from various duration-based passes (24hr, 48hr, weekly, monthly, annual). Each pass allows unlimited visits within the validity period, with maximum 8 hours per visit and 2-hour gap between visits. Overstay fees of £3 per hour apply.
2. Posh Cabin Rentals: Private room rentals at £5 per hour or £30 for 8 hours. Revenue from premium amenity add-on services.
3. Massage Services: Professional massage services at £50 (30 min), £70 (60 min), and £90 (90 min). Does not include entrance charges. Revenue from wellness/add-on services.
4. Towel and Amenity Rentals: Towel rental at £3 each (two towels included with standard entry). Ancillary revenue from facilities and amenities.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

SWEATBOX GYM LTD operates a premier male-only gym and sauna facility spanning three floors in Central London's Soho district, open 24/7. The core offering is time-based access passes (24-hour, 48-hour, weekly, monthly, and annual) for unlimited gym and sauna visits, supplemented by private posh cabin rentals, professional massage services, personal training, and themed community events. All memberships and passes are purchased through the proprietary SweatBox mobile app, with card-only payment processing at the door.

Product overview

SweatBox is a premier male-only gym and sauna facility operating 24/7 in Central London's Soho district, spanning three floors. The core offering is the gym and sauna facilities, supported by a digital platform through the SweatBox Mobile App which handles pass purchases and membership management. Additional services include Personal Training, Massage Services (30/60/90 minute sessions), and Posh Cabins private room hire. The facility offers flexible membership tiers from single-day passes to annual memberships, with Blue Light Card holder discounts. Regular themed events and themed nights enhance the customer experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Membership Passes Flexible time-based passes for unlimited gym and sauna visits, including 24-Hour Pass (£25), 48-Hour Pass (£30), Weekly Pass (£55), 25 & Under Pass (£17), One Month Pass (£99), and Twelve Months Pass (£999). Each pass allows unlimited visits within the validity period, with a maximum of 8 hours per visit and a 2-hour gap between visits. Blue Light Card holders receive a 20% discount.
• Gym and Sauna Facilities Premier male-only, clothing-optional gym and sauna spanning three floors in Central London's Soho district, open 24/7. Includes gym equipment, sauna facilities, free condoms and lubricants, and an on-site bar. Targets the LGBT+ community and visitors seeking a safe, exclusive environment.
• Posh Cabins Private room rentals available at £5 per hour or £30 for 8 hours. An 8-hour booking includes a fleece blanket. Premium amenity add-on for members and visitors seeking privacy.
• Massage Services Professional massage services available in 30-minute (£50), 60-minute (£70), and 90-minute (£90) sessions. Booking is via phone at 0204 519 6044. Does not include entrance charges. Wellness add-on service for members and visitors.
• Personal Training Personalized training sessions delivered by certified trainers (including Ozan, a member of Turkey's national volleyball team), tailored to individual fitness goals and available for all experience levels.
• SweatBox Mobile App Native mobile application for iOS and Android that enables users to purchase and manage gym and sauna passes, activate memberships, and access the facility. All memberships and passes must be purchased through the app for a seamless experience.

Quantifiable outcome

• Free entry for 25 and under on select days
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• 56 Dean StreetcoreStrategic or Co-development Partner56 Dean Street provides weekly on-site sexual health checkups at SweatBox. This partnership supports SweatBox's commitment to sexual health promotion, with free condoms, lubricants, and health information available to members.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Basic-Fit: Europe's largest low-cost fitness chain, primarily operating in continental Europe with growing UK presence. Comparable membership/24/7 low-cost format but does not directly compete in SweatBox's central London LGBT+ male niche.

Broad incumbents

• David Lloyd Leisure: UK premium health and racquets club chain offering gyms, spa, and family amenities. Competes for premium fitness spend in London but lacks SweatBox's niche LGBT+ male positioning and clothing-optional format.
• Equinox: Global premium fitness club operator with London locations including a Soho site. Overlaps with SweatBox on premium Central London positioning and spa amenities, but not on LGBT+ male niche or clothing-optional format.
• The Gym Group: Major UK budget gym operator with extensive London presence and 24/7 access. Overlaps with SweatBox on operational format (membership, 24/7, multi-tier pricing) but not on niche positioning.
• Third Space: London luxury fitness club chain with multiple Central London sites. Competes with SweatBox for high-end London fitness customers and on spa/wellness adjacencies, but targets a mainstream rather than LGBT+ male niche.
• PureGym: UK's largest low-cost gym chain with hundreds of 24/7 locations. Competes with SweatBox for general London fitness spend but targets a much broader, mainstream audience rather than the LGBT+ male niche.

Direct peers

• HE Sauna: Gay sauna in London operating membership and pass-based access with sauna, steam, and darkroom facilities. Directly competes with SweatBox for the same male-only London LGBT+ sauna customer.
• Steamworks: Gay bathhouse chain with locations in London and other major cities, operating membership-based sauna and gym facilities. Comparable operating model and customer segment, with broader geographic footprint than SweatBox.
• Pleasuredrome: Long-standing gay sauna near Waterloo in London offering membership-based sauna and cruise facilities. Directly comparable to SweatBox as a London-based membership gay sauna targeting the same male LGBT+ segment.
• The Locker Room: Gay gym in London offering male-only fitness facilities to the LGBT+ community. Closest direct peer to SweatBox on the gym side of the business, sharing the male-only LGBT+ positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/sweatboxsoho
• LinkedInlinkedin.com/company/sweatbox-gym-ltd

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 SWEATBOX GYM LTD