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12 Nov 2019

1Rebel partners with Technogym to launch at-home fitness platform
BY Tom Walker

The Technogym Bike has been priced at £2,450 and the subscription for unlimited classes on the 1Rebel channel will cost £39 a month

The Technogym Bike has been priced at £2,450 and the subscription for unlimited classes on the 1Rebel channel will cost £39 a month
photo: 1Rebel/Technogym

Boutique fitness operator 1Rebel has partnered with Technogym to develop an at-home indoor cycling platform to rival the likes of Peloton.

The new Ride Live service will combine live classes streamed from 1Rebel's studio in Londons Victoria – as well as a library of on-demand sessions – with the Technogym Bike, which consumers can purchase for home use.

The Technogym bike has been priced at £2,450 and the subscription for unlimited classes on the 1Rebel channel will cost £39 a month.

Launched in 2015 by James Balfour and Giles Dean, 1Rebel currently has six clubs in London and three others in the pipeline. It has also revealed plans to take the concept global.

Co-founder James Balfour said: "1Rebel has made its mark as a disruptor brand with a loyal following.

"Now, we want to extend our ‘fitness as entertainment’ concept directly into consumer’s homes.

"Not only will this partnership with Technogym allow us to challenge an existing market with our premium class offerings, it will transport consumers into our revolutionary Victoria studio, empowering RIDE members to take our bold and unapologetic values from their homes.

"With the launch of this new vertical, we believe the valuation of 1Rebel is set to increase significantly."

The tie-up with 1Rebel is part of Technogym's global Live service. Launched in March this year, In addition to 1Rebel classes, Technogym Live will also feature content from other boutique operators – with Virgin Active Revolution in Milan, Italy and Rumble in New York, US already signed up.

Speaking of the service in April, Nerio Alessandri, Technogym president and founder, said the launch of Technogym Live represents a "key stage of the industry’s growth and development journey".

"In the last 35 years innovation has always been Technogym's priority for the industry’s growth, to create unique and irresistible experiences for end users and to guarantee value for operators," he explained.



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