As previously reported by Crowdfund Insider, 1Rebel is a new fitness venture by the same team that founded Fitness First and Jatomi Fitness. The founders want to create a new concept for fitness to attract the millennial generation. The approach is described as “hard, fast results” inspired by the flexible studio concept similar to Soul Cycle, Barry’s and Orange Theory.
1Rebel intends on disrupting the established approach to fitness in the UK described as, “personal training without getting personal. A high intensity, results-driven, 1,000 calorie workout. A full body, weights and core, cycle session, half ride-half rave. Fight club. Hot yoga. What London wants, no what London is told it needs. A high-end, boutique, immersive experience with the promise of hard and fast results.”
One Rebel is led by co-founders James Balfour and Giles Dean, both of whom played roles in the growth of Jatomi Fitness, a health club venture which Mike Balfour, launched after selling out of Fitness First. Jatomi now has 64 clubs in 7 countries and over 200,000 members. Balfour, stated, “1Rebel answers a need that the existing gym models can’t. We are changing the rules of the game. Again.”
Revealing what makes 1Rebel completely different from others, its team wrote, “The 1Rebel management is taking their extensive experience and distrupting the industry by tearing up the traditional fitness club model and putting the consumer at the heart of its operation. No more twelve-month contracts, no more being left alone to reach your goals. We’re laying the foundation for the future of the industry.”
“People crave freedom – to change their plans and make flash decisions. We’re answering the basic need. Consumption vs. commitment. Routine vs. spontaneity. 1Rebel will offer its consumers simple freedom of choice. Consequently, pricing for all of our classes will be on a ‘pay as you train’ basis. No joining fees. No admin charges. No hidden costs. In terms of simplicity, users will be able to book and browse the classes they want with the swipe of a finger through our smartphone technology.”
1Rebel’s “manifesto” includes the following:
- Rebelling against the norm
- Changing the way consumers buy their product
- Changing the way consumers experience their product
- Changing the way consumers achieve their goals using their product
The main goal of 1Rebel is to be different and to make a positive change in people’s lives.
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