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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.

Fitness First  London Bridge  Blaze  David Lloyd 
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