17 May 2022
Circuit Society signs first London franchise – will open in Dubai in 2023
BY Frances Marcellin
New fitness franchise, Circuit Society, has signed its first London location in Bayswater. The 3,000sq ft (280sq m) micro-gym, run by franchisee Liz Benjamin, will open in August 2022 following a period of construction starting in June.
Another Circuit Society club is due to open in St Albans in July this year.
Circuit Society is the brainchild of Shane Collins, who founded 'fight club meets nightclub' brand Kobox with Joe Cohen and Ronnie Shahmoon. The goal is to bring high-quality studio fitness to underserved neighbourhoods all over the UK while fostering a sense of community at the clubs through the provision of small studios and accessible classes.
“Adapting to post-COVID work practices and the reality that working from home is here to stay, for at least part of the working week, this business model focuses on providing convenience to the community,” said Collins.
“The micro-studio approach means that studios can be opened for a tenth of the price of traditional boutique studios (around £100k)," said Collins, "which will open a far more accessible gateway to franchisees all over the world.”
With a vision for building an international network, Collins has signed a master franchise agreement for a Circuit Society in Dubai with Tom Holland, with the studio launching early in 2023. Collins is also exploring sub-franchise deals in different territories within Dubai and the wider UAE.
Circuit Society offers an option of a pay-as-you-go service or a monthly membership at £20. Members are offered incentives such as advanced booking options and discounts on classes.
Each Circuit Society session lasts 45 minutes with members working out for six minutes at each of six stations (30-45 seconds each round plus recovery). Cardio equipment includes Airbikes, Ski-Ergs and self-powered treadmills and HIRT (High-Intensity Resistance Training) which requires dumbbells, kettlebells and TRX suspension trainers.
“No two workouts are the same at Circuit Society, it’s about keeping your body guessing,” said Collins.
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