## **United Fitness Brands Calls in Administrators: A Cautionary Tale in Boutique Fitness**
### **A New Chapter for United Fitness Brands**
In a dramatic turn of events, **London-based boutique operator United Fitness Brands (UFB)** has entered a **creditors’ voluntary liquidation (CVL)**. This decision signals a significant shift in the company, as CEO **Hilary Rowland** has confirmed that an unnamed entity is expressing interest in acquiring UFB’s assets. According to industry insiders, it’s speculated that these assets may likely be repurchased by one of the brand’s existing shareholders.
### **The Birth and Ambitions of UFB**
Founded in **March 2023**, UFB was a bold venture amidst the challenging landscape of the fitness industry, significantly impacted by the COVID-19 pandemic. While many boutique studios made drastic choices to consolidate operations, UFB aimed high, continuing to **open new studios** and diversify its service offerings. This enthusiasm was backed by a coalition of investors—including **Pembroke VCT, Nectar Capital**, and high-net-worth individuals—under the chairmanship of **David Lloyd**, who departed from his role shortly thereafter.
#### **A Vision for a Boutique Supergroup**
Initially, UFB’s plans revolved around merging with other boutique studios to create a **“supergroup”** of fitness brands. This strategy was designed to pool resources and expertise while presenting expansion opportunities by allowing multiple brands to coexist in one location. The first brands to join were **Boom Cycle**, Rowland’s acclaimed indoor cycling concept, and **Kobox**, the innovative boxing boutique that attracted celebrities like *David Beckham*. This strategic alignment of brands promised a unique synergy and mutual benefit, appealing directly to a shared clientele.
### **Strategic Acquisitions Amid Challenges**
In April 2023, UFB expanded its portfolio by acquiring **Barrecore**, instantly boosting its presence to **over 20 locations**, including several outside London. Barrecore quickly established a celebrity clientele, drawing in public figures such as *Pippa Middleton* and *Rita Ora*.
Despite COVID-19 restrictions, UFB’s innovative cross-pollination model allowed **Kobox** to establish a new studio within the **Boom Cycle** Waterloo location, followed by **Barrecore** joining Kobox in its flagship studio on **King’s Road, Chelsea**.
### **The Rise and Fall of Triyoga**
In an ambitious move, UFB welcomed **Triyoga** into its fold in 2022, a brand renowned for mainstreaming yoga across London with five studios. However, by September that same year, Triyoga entered administration and was dissolved in December 2024. Nevertheless, its assets were sold, and as of now, it is owned by **United Fitness Ltd**, a company formed in June 2024.
#### **Embracing New Fitness Trends**
With the surge in popularity of **reformer Pilates**, UFB launched **Reformcore** in 2023, successfully establishing five new locations within a year. To steer this growth, franchising expert **Richard North** was recruited as CEO, aiming for **150 global sites within five years**. However, as consumer interests evolved, **Boom Cycle** modified its programming to cater to a broader audience, while **Barrecore** sought to attract a younger demographic.
### **A Series of Unfortunate Events**
Despite UFB’s diversification efforts, the business encountered significant hurdles. In January 2024, UFB **closed several underperforming locations**, a move described as “right-sizing” in anticipation of unveiling a new five-year strategy. By May, **1Rebel** took over the lease of UFB’s flagship Chelsea site, marking the closure of the last Kobox studio.
### **Market Dynamics and Struggles**
The fitness industry might be expanding with rising revenues and an increasing number of establishments, but UFB illustrates the complexities facing boutique fitness brands. As consumer preferences shift, notably away from boxing and cycling, and economic pressures rise, customers now seek **value-for-money** amidst a competitive landscape filled with both **high-end** and **mid-range wellness options**.
To add further pressure, UFB has been battling a daunting debt burden, reporting losses of **£17,758,162** as per their last financial disclosures for 2022—filed in April 2024. Despite new investments in mid-2023 and early 2024 designed to stabilize the business, turning things around has proven challenging.
### **The Future of United Fitness Brands**
As of now, **Hilary Rowland** remains the sole director of United Fitness Brands Ltd. The question that looms overhead: can this ambitious brand rejuvenate itself or will it serve as a stark reminder of the turbulent nature of the boutique fitness industry?
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For more about the dynamic fitness market, check out sources like [Health Club Management](https://www.healthclubmanagement.co.uk) and [Fitness Business Insider](https://www.fitnessbusinessinsider.com).
