We say no to things
No 24-hour access at Shoreditch, because an unstaffed floor is an uncoached floor. No class over fourteen. No supplement range.
01About the club
An independent club that never grew up into a chain.
Sixteen years, three clubs, thirty-eight coaches and exactly no outside investment. That last one explains most of the rest.
2,400 m²
Shoreditch, over three floors
02What we are for
Coaching is the product. Everything else is the room.
Most gyms sell you access and hope you work it out. We decided in 2016 that every member would get an assessment and a written programme, and that we would eat the cost.
It doubled what it costs us to bring somebody in and halved the number who leave. Sixteen years on it is still the only thing about this business we would refuse to change. The sauna is lovely. The programme is why people stay.
4,200+
Active members
Across three London clubs
38
Coaches on staff
Average 11 years' experience
03How we operate
Four commitments
we can be held to.
We publish the numbers
Class sizes, coach tenure, member retention and our churn rate are on this site because a club unwilling to show them is telling you why.
We hire slowly and keep people
Average coach tenure is six years. Nobody on our floor is between careers or working a second job in the evenings.
Recovery is not an upsell
Sauna, contrast bathing, compression and four physiotherapists sit on the same floor as the weights and the same membership.
04Sixteen years
One room in Bethnal Green
to three London clubs.
We have never taken outside investment, which is why there are three clubs and not thirty.
-
2009
One room in Bethnal Green
Marcus and two coaches, eleven members, a leaking roof and four barbells bought at auction.
-
2013
Shoreditch opens
Ferrers Yard, 2,400 m² of a former print works. The strength hall is still on the ground floor where we put it.
-
2016
The coaching standard
Every member gets an assessment and a written programme. It doubles our onboarding cost and halves our churn.
-
2019
Canary Wharf
Built for people who train before work. Twelve platforms and the sled track that everyone complains about.
-
2022
Recovery, properly
Sauna, contrast pools, compression and four physiotherapists on staff. Not an amenity — part of the programme.
-
2024
Chelsea and the mobility lab
Our quietest room, and the clinical space we had wanted since 2016.
05Three clubs
Different rooms,
one standard.
Your membership covers all three from Performance up. Core is a home-club plan with multi-club available for £20 a month.
Flagship
Shoreditch
14 Ferrers Yard, London E2 8HD · 51.5266° N, 0.0755° W
2,400 m² over three floors. Full strength hall, combat room, recovery suite and the Fuel kitchen.
Performance
Canary Wharf
8 Harbour Exchange, London E14 9GE · 51.4998° N, 0.0175° W
Built for the 06:00 crowd. Twelve platforms, a 40 m sled track and the largest cardio deck of the three.
Studio
Chelsea
221 Draycott Terrace, London SW3 2RH · 51.4903° N, 0.1655° W
Our quietest room. Reformer studio, mobility lab and one-to-one coaching by appointment only.
06Leadership
The people who
answer for it.
All four are on the floor most days. Two of them still coach a full timetable.
07Recognition
Five we were
pleased about.
We are an independent club with no group behind us, which makes these harder to win and better to have.
- 2025 Best Independent Club UK Fitness Awards
- 2024 Coaching Team of the Year National Strength Association
- 2024 Design Excellence, Interiors London Wellness Design
- 2022 Members' Choice, London ClubScore Index
- 2019 Ten Year Independent Honour UK Active
08Press & partners
Who we work with.
Equipment, recovery tech and nutrition partners. All fictional, like everything else on this demonstration site.
ATLAS FORGEKETTLE & CONORDBORNSEVENTH ROWVÖLK RECOVERYBRIGHT MERIDIANCASTELLANHALDEN LABS
Press enquiries
Media kit, imagery and interviews
Our press pack has floor plans, coach biographies and high-resolution imagery of all three clubs.
The Monday brief
One email a week. Training, not marketing.
What is on the timetable, one thing worth reading and whatever the coaches are arguing about. Unsubscribe in one click.
No endpoint is wired up — this is a demonstration build. See our privacy notice.
Membership open — Shoreditch, Wharf, Chelsea
Come and look round.
Ninety minutes with a coach, a full walk of the floor and an assessment you keep whether you join or not.
Prefer to talk? +44 20 7946 0318 · Mon – Fri, 07:00 – 20:00