Leaders in boutique fitness Digme spent lockdown devising a workable hybrid model to take forward post-COVID opening.
About Digme
Digme started as one studio in Richmond launched by Caiomhe and Geoff Bamber in 2015. The studio was very successful and so this ambitious team then set about growing the Digme chain.
Prior to the COVID pandemic Digme set about acquiring some studios to expand their portfolio and now have 7 boutique studios in London and 1 in Oxford. Our former investment, Tribeca Studio in Ealing, was snapped up in a cash and equity swap deal, so we are now sleeping investors in the Digme chain.
Premier London chain Third Space decided to withdraw from the boutique studio sector and their two studios, Another Space, one in Covent Garden and one in Bankside, were acquired by Digme in 2020.
Hybrid Model
A lot of operators offered some online provision during lockdown 1 with many opting to use third parties to provide the content.
Digme decided to go full on and develop their digital channel as a permanent revenue generating part of the business. Members can now choose whether to join the studio or use a combination of studio and digital or go pure digital.
Taking on Peloton
To add to the studio+online class service, Digme teamed up with Keiser bikes and now offer a rental that includes bike and live stream classes at £259 a month.
Speaking to HCM, Digme co-founder and CEO Geoff Bamber said: "Digme at Home is disrupting the at home fitness market by being the first content provider to offer a uniquely flexible bike rental model.
"We provide the best and most reliable bikes on the market, leading technology, transparent pricing, over 60 Live sessions a week with our world class trainers, a deep and constantly updated library of fresh On Demand workouts and a vibrant community of enthusiasts.
"One fixed price subscription will get you access to every session with the best trainers around. In the same way pay-as-you-train studios are winning from big-box, inflexible gyms, Digme is offering ground-breaking flexibility in the at-home fitness market."
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