Foundry – which offers a no mirrors, no mobiles, small group training concept – has opened its seventh site in London.

The new 5,000 square foot space, in Moorgate, is its biggest gym to date and continues the brand’s mission to make elite coaching accessible in a premium, functional and friendly space. There are separate studios for PT and classes, and physiotherapy is on offer for the first time.

The first gym was opened in London’s Vauxhall in 2016, by ex-professional rugby player Ben Gotting, who is still executive head coach. Jean-Claude Vacassin was recruited as CEO in 2022 and introduced the current business model. Sessions run on the hour every hour, there is a choice of Stretch, Build, Hybrid, Run Club and in the summer an erg class called Sweat.

A monthly membership costs £250 a month and, to drive new memberships, a 21-day Challenge is being offered at the new gym, for £229, which includes strategy, unlimited personal training and classes.

The high-touch, high results approach, alongside the price point means many of its members are slightly older. Interviewed in HCM last year, Vacassin says the concept tends to appeal to people who haven't had success with previous gyms. TV presenter, Ben Shephard, has credited Foundry for his recent transformation at 50.

Vacassin says the model is performing well: “It’s a 90 per cent recurring revenue model, with 45 per cent revenue growth and 30 per cent membership growth in 2023.

“Each club looks slightly different to reflect the location, but all the fit-outs have an eco/sustainability vibe. We try to buy manufactured and refurbished kit. We don’t waste money on marble walls or glamorous fountains, but spend our money on best-in-class equipment and invest heavily in our staff, as well as keeping our clubs spotlessly clean.”

This is the second site to open after taking on investment and two new directors last year. Foundry is currently looking around London and south east for further growth but isn’t ruling out going further afield or even franchising. “We don’t need a lot of chimney pots,” says Vacassin. “Only 200 people in a given location to agree that we’re the right fit for them.”

There are currently seven locations, six in London and one just outside, in Crowborough.