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27 Jun 2019

Boutique fitness operator Digme looks to franchising for growth
BY Tom Walker

Launched in 2016, Digme currently owns and operates five studios in London and one site in Oxford

Launched in 2016, Digme currently owns and operates five studios in London and one site in Oxford

Boutique fitness studio operator Digme Fitness will begin offering its business model to franchisees, as it looks to grow its brand in the UK and internationally.

Launched in 2016 by husband and wife team Geoff and Caoimhe Bamber, Digme currently owns and operates five studios in London and one site in Oxford.

Offering pay-as-you-go indoor cycling, HIIT and yoga classes, Digme will look to replicate the success of the likes of F45 and Orangetheory – boutique operators which have rapidly grown their footprint through franchising.

According to Geoff Bamber, Digme founder and CEO, the company will use franchising as a way to expand in the UK, as well as finding its first overseas location.

“This is a significant milestone in our growth ambition and we’re looking for great individuals in the right locations around the UK and the rest of the world to share in our success to help widen the reach of Digme," Bamber said.

"We are committed to offering unparalleled levels of support, so our franchisees can focus on delivering the great fitness experience that our existing Digme customers are used to."

Speaking to HCM in 2018, Bamber predicted that the fitness industry will see a number of pay-as-you-go operators entering the sector, in response to consumer demand for fitness offers which fit individual lifestyles.

"I think we will start to see more pay-as-you-go concepts, as they offer better value for money and flexibility to consumers," he said.

"An increasing number of consumers look for variety and the option to do a mix of activities.

"HIIT will stay popular and we will see more use of data in workouts to engage people."

• To read the full interview with Bamber, click here for HCM Issue 11 2019



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