United Fitness Brands (UFB) announces triyoga will be the fourth brand to join the newly launched fitness and wellbeing ‘supergroup’, that already houses Boom Cycle, KOBOX and Barrecore.
Established in 2000, triyoga has become London’s top destination for yoga, Pilates and treatments with the aim to inspire and help people lead healthier lives.
Founded by Jonathan Sattin with the vision of creating the highest quality centres for true wellbeing that combine the three key elements – yoga, Pilates and treatments.
The brand prides itself on supporting a community of teachers, therapists, students and staff who feel triyoga is their home.
Opening the doors to their first Studio in Primrose Hill (now located in Camden), triyoga now operates five studios across the capital – Soho, Chelsea, Camden, Shoreditch and Ealing as well as a thriving online business.
Jonathan Sattin, founder of triyoga says, “We have been looking for the right partner to help us secure our future and do our part in keeping yoga going in London while maintaining our values and growing – these three attributes had to be entwined or it wouldn’t work.
So becoming part of UFB-the home to a number of the UK’s high-quality fitness and wellness brands, including Boom Cycle, Barrecore and KOBOX, ticked all the boxes.
I have been working closely with their Chairman, David Lloyd (yes, Founder of David Lloyd Clubs – who is a much better tennis player than me), Joe Cohen their CEO and Robert Rowland their COO who share our values and ambitions for triyoga.
They are supportive in keeping the essence and uniqueness of our much-loved triyoga.”
triyoga will now come under the UFB umbrella, which is backed by Pembroke VCT, Nectar Capital, Dominvs Group, and chaired by David Lloyd.
The procurement of triyoga will extend the United Fitness Brands portfolio to over 25 sites, operating on a national level and will further cement their mission to become Europe’s largest boutique studio chain.
Joe Cohen, CEO of United Fitness Brands, says; “We are pleased to welcome triyoga to our curation of brands at UFB, we aim to uphold the values of authenticity and excellence that Jonathan and his team have created at triyoga.
This fusion adds another dimension of wellness to our company that we are looking forward to growing and sharing ideas.”
Andrew Wolfson, CEO of Pembroke Investment Managers LLP adds; “We are delighted to see United Fitness Brands seizing this opportunity to grow, despite the challenges of the pandemic.
We look forward to supporting Boom Cycle, KOBOX, Barrecore and triyoga in their next stage of growth.”
Within the UFB group, each brand will continue to be run by their expert teams under the senior management team at UFB to ensure the highest quality and delivery of every experience, whether it’s a class, workshop, training or treatment.
“Keeping each brand operating with a separate identity and its own DNA allows for the experts in each wellness vertical to do what they do best.
The support, connections, and combined central resources mean each marketing investment goes further, there are greater economies of scale, and this creates an automatic forum for sharing ideas amongst the most talented fitness executives,” says Scott Rudmann, Founder and Managing Partner of Nectar Capital.
In such uncertain times, the news brings fresh optimism to the industry, especially after a challenging 18 months where the wellness industry has seen little support from the government compared to other sectors which have seen reduced VAT rates, despite Professor Chris Whitty declaring at the start of the global pandemic “There is no situation, there is no age, and no condition, where exercise is not a good thing”.
Robert Rowland, COO of United Fitness Brands says; “We are thrilled to be adding such a titan of the wellness industry to UFB umbrella.
Despite the extremely challenging environment, we are confident in the long-term desirability of the sector.
With the formation of UFB and the addition of such successful brands UFB is perfectly poised to deliver an exceptional in-studio offering as well as innovative digital workouts and products”.
Hilary Rowland, Marketing Director adds; “We’re so excited to add another best-in-class, original UK wellness brand to the family and to work with and learn from Jonathan and the fantastic team that built triyoga over twenty years into the business it is today”.
triyoga has become a sanctuary to a thriving community with an aim to inspire and help people lead healthier lives and this mission will continue under the new ownership of UFB.