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On floor 25, the new BXR site is dubbed the City of London’s highest gym / Photo: Technogym
In February 2022, BXR unveiled its second flagship location in London’s iconic Bishopsgate development. It followed the opening of the first location in Marylebone, London in 2017.
With more plans underway, including luxury retreats overseas and a site in London’s Battersea Power Station, BXR is building a legacy.
City of London’s highest gym The Bishopsgate site has a full-scale BXR gym and two Sweat by BXR group exercise studios with breathtaking views of London’s skyline. Occupying the 25th floor of 22 Bishopsgate at 500ft, it’s been dubbed The City of London’s highest gym.
“22 Bishopsgate is an iconic building and we share the address with 12,000 people, including brands such as Apple. It’s amazing to be part of this vision,” says Nicholl.
“We’re excited to open our doors to all the businesses on site, as well as local residents. It’s such an exciting opportunity and I’m thrilled we’re part of the renovation of such an iconic London building.”
The role of technology “Technogym helped us create the full BXR experience at Bishopsgate, with its beautiful and innovative cardio products, featuring Technogym Live,” he continues.
“Technology has always played a role in BXR’s experience-led customer journey, from the conception of the first location in Marylebone – when we launched seamless booking – to Bishopsgate, where we’ve introduced on-demand training content and entertainment across our cardio equipment from Technogym.
“We chose to implement the Technogym Live digital interfaces and the premium content – Technogym Sessions – across the cardio products at Bishopsgate to meet consumer needs,” says Nicholl. “The growth in consumer content consumption is clear and we recognise that expectations transfer – members expect to be able to consume content wherever they are, even when in the gym.”
Not only is the Technogym Live interface packed with various categories of guided content and social entertainment, such as Netflix, it also includes the trainer-led Technogym Sessions, providing users with engaging and motivating workouts and something different to elevate their cardio training experience.
Partnering with recognised brands “I’ve worked in the fitness industry for a long time and always knew Technogym was a leading brand,” says Nicholl. “Having partnered with them for five years, I can say they’re best in class. We want to show BXR clients we select the best products on the market, and Technogym is definitely part of that selection. The equipment is well researched and designed, always innovative and has amazing aesthetics.”
BXR has partnered with Technogym since the brand started out in 2017 and in five years, Nicholl and his team have created a brand renowned for incredible class experiences, amazing spaces, a world-leading gym experience and a community that consumers want to be part of.
“BXR is run by a small team, so we were able to assess what was working as we grew,” he explains. “We were keen to keep moving into new locations, but don’t want to just offer huge spaces without a soul.
“BXR is all about community, quality, and exciting concepts. And we’re grateful to partner with leading brands such as Technogym that truly understand our values.”
When BXR’s first site opened in 2017 in London’s Marylebone, Alex Nicholl and his co-founder Olia Sardarova had two visions for the brand – to develop locations offering boutique, high-end, multi-functional boxing gyms and pay-to-train classes offering new and exciting concepts.
The Marylebone site set the bar for BXR’s experience-based customer journey, with best-in-class trainers, stunning aesthetics, steamrooms, a juice bar, and a lively community connected by events.
In 2019, the company opened a second site in London at Canary Wharf offering Sweat by BXR’s new class formats, and shortly afterwards came Sweat by BXR franchises in the Middle East.
Work then started on BXR’s most ambitious project to date: 22 Bishopsgate.
Attention will soon turn to another landmark setting with BXR Battersea Power Station, which will be the biggest site to date, at 16,000sq ft.
Photo: BXR
"We chose to implement the
Technogym Live digital
interfaces and the premium
content – Technogym Sessions" – Alex Nicholl, co-founder, BXR
Technogym Live and Technogym Sessions are on offer at BXR / Photo: Technogym
The team have set the standard for boutique boxing gyms / Photo: BXR/Technogym
On floor 25, the new BXR site is dubbed the City of London’s highest gym / Photo: Technogym
Premium London health club, KX Chelsea, will imminently unveil its most significant
redevelopment since its launch in 2002 to create an integrated wellness model combining
training, recovery and relaxation.
Rosewood Le Guanahani St Barth, on the northeast coast of Saint Barthélemy in the French
West Indies, is offering a programme of ocean-inspired yoga classes between 8-14 June to
celebrate Global Wellness Day (GWD).
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
The Ritz-Carlton, Langkawi, in Malaysia, has revealed a schedule for Global Wellness Day
(GWD) that includes guided rainforest walks, mindful movement and guided coastal meditation
experiences.
Longevitix, a clinical platform for preventive and longevity medicine, has launched its AI-
powered intelligence system to help physicians deliver continuous, personalised longevity-
focused care at scale.
Atmantan Wellness Centre, an integrative wellness destination in Mulshi, near Pune in India, is
expanding its portfolio by adding a new centre in Hyderabad that will launch between 2028 and
2029.
A recent survey by the UK Spa Association (UKSA) into the industry’s approach to cancer care
has revealed that almost half of participating respondents (46 per cent) are unaware that
cancer is a disability and guests with a cancer diagnosis must be given
Mexican operator, Solmar Hotels and Resorts, is hosting a series of events in celebration of
Global Wellness Day, including a Temazcal ceremony at its Playa Grande Resort and Spa in Los
Cabos.
Mandarin Oriental has announced a standalone residence brand, Mansions, which will debut at
Emirates Palace, Mandarin Oriental Mansions, Abu Dhabi, in 2029.
