Creating UK boutique fitness ‘supergroup’ United Fitness Brands to accelerate growth

Pembroke VCT the venture capital trust focused on building the brands of tomorrow, is pleased to announce that portfolio company Boom Cycle, England’s first boutique cycling chain, has partnered with KOBOX to launch the boutique fitness ‘supergroup’ United Fitness Brands.  

Boom Cycle was founded in 2011 by Hilary and Robert Rowland, and now has five studios across London, offering an immersive ‘party on a bike’ workout to its loyal community.

KOBOX, which was co-founded in 2015 by Joe Cohen, has studios in Chelsea, Baker Street and London Wall, and was the first of its kind in bringing boxing classes to the masses, in its Fight Club Meets Nightclub studio setting – and now boasts over 80k members. 

The three founders have partnered to create United Fitness Brands, bringing two of London’s  premium fitness offerings under one roof to accelerate their growth and scale both nationally and internationally, and kick-start an industry-defining fitness movement.

Pembroke is a long-term investor of Boom Cycle, having first invested in April 2013, and will continue to support the boutique provider, as well as other premium fitness brands, under the new United Fitness Brand group.

United Fitness Brands is chaired by David Lloyd, Founder of David Lloyd Leisure Clubs, and is set for immediate expansion in London, with a sixth Boom Cycle studio opening in KOBOX’s flagship studio on the King’s Road, and KOBOX opening its fourth studio within Boom Cycle’s Waterloo premises. Both studios are set for a Q2 2021 launch.

The company is also already in advanced talks with several other homegrown fitness brands with the intention of adding them to its roster.

Andrew Wolfson, CEO of Pembroke Investment Managers LLP commented; “We’ve worked alongside Hilary and Robert for over seven years, and we are delighted to see Boom Cycle seizing this opportunity to grow, despite the challenges of the pandemic. We look forward to supporting Boom Cycle, KOBOX and future brands joining the United Fitness Brand family in their next stage of growth.”

Robert Rowland, Co-Founder of Boom Cycle added; “We’re really excited to have partnered with another of London’s leading studios, KOBOX, to launch United Fitness Brands. KOBOX has a strong brand and excellent sites which make it the perfect partner to combine with in this venture. United Fitness Brands will be on the lookout for providers to join the group that mean more than just a workout to their communities; brands that create collective effervescence and positive escapism – both of which are needed now more than ever. This is just the beginning, and we’re excited to start building from here.”