London fitness brand 1Rebel has announced plans for a bus gym.
Set to hit the streets of London in autumn 2016, the bus will travel along busy city routes and finish at the St Mary Axe 1Rebel studio in the heart of the business district. During the journey, passengers will cycle on stationary spinning bikes for a high-intensity interval workout, mimicking 1Rebel’s popular Ride classes.
The mobile gym, currently pending government approval, caters to shifting consumer expectations for workouts. Millennials (aged 22 to 35) are particularly engaged with brands that offer experimental fitness activities. Half of US millennials have used a combination-based training programme in the past two years (Allidura Consumer, 2014).
A front-row spot in an exclusive fitness class that incorporates convenience, experience and flexibility – from the likes of SoulCycle and IntenSati in the US to Psycle and Frame in London – is becoming a mark of status. For more on the buyers gaining a sense of luxury from products and services that offer instant access, ultimate wellbeing and endless adaptability, read Luxury Changes Gear.
For insight into the ways in which millennials are redefining the workout by bringing the things they love – community, discovery, flexibility and partying – to personal fitness, read Millennial Fitness: Party People.