Q&A with 1Rebel co-founder Giles Dean

Q&A with 1Rebel co-founder Giles Dean

Learn more about London’s coolest fitness classes in this Q&A with 1Rebel co-founder Giles Dean

What were you doing before 1Rebel was born?

I was a city-based corporate lawyer focusing on emerging markets. It was while working in this capacity in Warsaw that I met Mike Balfour, the founder of Fitness First and his son James. Timing was fortuitous as I was becoming disgruntled with the law and felt my skills were more in line with making decisions rather than advising on them. This led me to join Mike and James in launching Jatomi Fitness, which was a big box fitness concept with a very similar business model to Fitness First.

What’s your background in fitness?

Launching Jatomi Fitness we went from one club to 70 clubs across seven countries.

What sparked the idea to start 1Rebel?

At Jatomi, we found ourselves just selling memberships, and all a membership does is give you access to the gym; it doesn’t motivate you or give you results. As we didn’t focus enough on our customer or our product, and people left. We had to work harder to sell more contracts. It became a vicious cycle. So while trends changed, as restaurants improved, as customers started to value and focus on things such as brand and lifestyle, we stayed stuck in the past. 1Rebel was conceived to address all of these points – to put the customer first and to genuinely focus on delivering a fitness experience. We knew there was a better way of doing it. 

Why do you think boutique studios like 1Rebel are doing so well these days?

1Rebel’s success is due to it seeing itself as a lifestyle brand. In these terms, how we look, the experience we offer, the tone of our social media, what our customers say to their peers really matters to us because it matters to our customers. We cannot rely on recurring revenue from memberships; we have to be on top of our game every day. Every class has to be the best.

What do you think the advantage of choosing between just two or three possible classes  is over a health club with a gym floor?

Any form of exercise is positive, the ultimate goal is get people moving and to be healthy. 1Rebel, however, takes it a step further. We motivate and we provide an experience in a positive environment that customers enjoy and get results from. Our customers love the atmosphere we and they create. It’s like a nightclub when your favourite song comes on. This leads to to a more intense workout, which delivers better results. It is very hard to recreate this or to get the same effect from the solitary experience of a standard fitness club.

What do you think people would be surprised to know about 1Rebel?

We believe in balancing potions, in retox as much as detox. Preaching an impossible lifestyle leads to failure and then guilt and this is most definitely not what 1Rebel is about. We almost expect you to turn up with a hangover, and we just want you to smash out an incredible workout to make up for it.

What would you say to encourage those who’ve never tried it?

I would say to have a go at a 1Rebel boxing class (Rumble) first. Regardless of your attitude towards fitness, everyone gets stressed from time to time. Being able to smash up a punch bag is therefore a great way to unwind and de-stress. It is therefore a great introduction to a healthier lifestyle. On a Friday you can usually also get a beer once you’ve finish the class, so result all round.

What do you predict for the fitness industry’s trends over the next few years?

We as an industry seem incredibly slow to evolve. It’s actually 1Rebel that people tend to look to from a trend perspective. At a macro level it is clear that online is becoming a significant fitness channel. We would agree but seek to blend online with offline. Watch this space. Ultimately though and regardless of channel, for 1Rebel, it is all about experience. We want live performers in classes, saxophonists on bikes, live MCs darting among Rumble’s punch bags. We want the last classes to spill out into a DJ/pre-club scene. Activewear pop-ups. Nutritionists. Cocktails mixed with juices (we have an alcohol license). Your favourite brand partnering with us. We want to be part of our customers’ lives and consumer experience. There is so much opportunity and we are only just starting.

Are there any immediate plans for 1Rebel’s development and evolution?

I have probably already given too much away. Safe to say that we are a business of ideas as much as we are a business of fitness. We are working on some seriously exciting and revolutionary projects and are frequently offered sites in London, as well as in other major cities around the world.

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