What’s happening: German-born operator Pace Club opened its first UK studio in London’s Southwark, blending HYROX-style training and coaching with boutique amenities.
Starting line. Embodying the spirit of the event, the studio is outfitted with race-standardized equipment, from sleds and turf to Centr x HYROX gear. Fueling personal bests, members can join group workouts or guided open-gym sessions simulating competitive conditions — with capacity capped at 40 and digital tracking powering data-led gains.
While 1:1 training is also available, co-founder Benedikt Ess says the primary group format is designed for everyday athletes to train seriously without losing the energy and accountability of a community.
Next lap. Riding the fitness-as-a-sport wave, Pace Club will add to Munich and London locations, targeting key UK and European metros in Spain, Germany, and the Netherlands before exploring UAE and US expansion.
Tapping strategic partners and franchisees to move faster, it envisions a connected ecosystem where members can train, track progress, and compete across 50+ studios worldwide.
Punchline: As fitness becomes more competitive—and more social—Pace Club is carving out a specialized land for the next generation of athletes.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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