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David Lloyd closes its standalone Blaze studio
By Tom Walker 27 Apr 2023
As part of its post-COVID-19 recovery plans, Fitness First split its estate into three categories / Fitness First
David Lloyd has closed its only standalone Blaze studio in Birmingham, UK
Pre-pandemic, the company had been planning to roll out Blaze studios as a separate standalone brand
Customers have been offered the option to use club-in-club Blaze studios at nearby David Lloyd locations
David Lloyd has closed its only standalone Blaze studio in Birmingham and moved members to nearby David Lloyd clubs which have club-in-club Blaze studios.
It's likely the move marks the end – at least for now – of plans to roll out Blaze as a standalone brand, as announced in November 2019.
The company will continue to offer Blaze within David Lloyd clubs.
The closure is seen as a rationalisation as the brand consolidates its operations to build profitability following pandemic disruption.
HCM spoke to David Lloyd CEO, Russell Barnes, in 2021 and you can read this profile here.
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