The gym chain has carved out a niche in London’s competitive fitness scene, focusing on inclusivity and offering small group personal training classes that start every hour on the hour

Foundry, a personal training-focused gym chain based in London, is gearing up for serious growth, receiving a “seven-figure investment” that will see the brand expand through acquisitions and new site developments. 

Known for its “small group personal training classes” and focus on inclusivity, Foundry currently has five locations open in the London area. Those gyms recently were completely overhauled and rebranded, and new locations are soon to follow suit.   

Amid the investment, Foundry is launching a new flagship gym, slated to open this September in London’s Aldgate neighborhood. The Aldgate location will feature a 5,000-square-foot gym area, a 16-meter track, Myzone tracking tech and best-in-class functional training equipment from brands including Eleiko, Rogue and Concept2. 

Foundry also acquired another gym location in what it describes as an “affluent commuter town” in South East London. That gym will become Foundry’s seventh location after it gets rebranded. 

With the new funding, Foundry plans to expand at an aggressive pace, including opening more new sites in the coming months. 

“This raise will enable the group to grow its estate significantly across 2024, both through acquisitions from a deep pipeline of opportunities, as well as new site developments,” a Foundry spokesperson said. 

As it preps for expansion, Foundry has also added to its leadership team. Private equity vet Rob Foreman joins as chairman, with The Gym Group’s Steph McCall joining as finance director.

credit: Foundry

Voted Best Fitness Facility in London at the London Lifestyle Awards in 2023, Foundry markets itself as a gym “for anyone looking for a different fitness journey.” The brand prides itself on its inclusive environment and supportive community, carving out a niche in London’s competitive and dynamic fitness landscape. 

Foundry is best known for its small group personal training classes, which start every hour on the hour and are designed to offer the benefits of one-on-one personal training while still offering the communal aspect of group classes.

The gym brand also offers larger group classes along with traditional one-on-one personal training. Sessions see members perform functional training movements including bodyweight exercises, Olympic lifts and conditioning work on machines like rowers, SkiErgs and air bikes.

credit: Foundry

Foundry merged with W10 in 2022, setting a new course for the brand in a move that saw W10 founder Jean-Claude Vacassin take over as Foundry’s managing director. The upcoming locations in Aldgate and South East London mark Foundry’s first expansion moves since it joined forces with W10. 

“We’re really excited about this next step,” Vacassin said of Foundry’s new investment and planned expansion. “Over a decade ago, we set out to reinvent what it means to be a gym: an inclusive, customer-centric experience focused on helping our members thrive – this mission remains our guiding principle.”

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