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10 May 2024 World leisure: news, training & property
 
 
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27 Apr 2023

David Lloyd closes its standalone Blaze studio
BY Tom Walker

As part of its post-COVID-19 recovery plans, Fitness First split its estate into three categories

As part of its post-COVID-19 recovery plans, Fitness First split its estate into three categories
photo: Fitness First

David Lloyd has closed its only standalone Blaze studio in Birmingham and moved members to nearby David Lloyd clubs which have club-in-club Blaze studios.

It's likely the move marks the end – at least for now – of plans to roll out Blaze as a standalone brand, as announced in November 2019.

The company will continue to offer Blaze within David Lloyd clubs.

The closure is seen as a rationalisation as the brand consolidates its operations to build profitability following pandemic disruption.

HCM spoke to David Lloyd CEO, Russell Barnes, in 2021 and you can read this profile here.




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