Fitness Industry Pilots Hybrid Model
International fitness chain UBX is piloting a new hybrid gym model that could signal a wider industry trend. The format combines community-driven boutique fitness classes with a separate 24/7 strength training zone, catering to clients who want both guided workouts and flexible, round-the-clock gym access.
UBX was co-founded by Australian four-time world champion boxer Danny Green and tech entrepreneur Tim West, growing from its first Australian location in 2016 to over 100 gyms across countries like the UK, Japan, and the United States. The company's model is built on a flexible 12-round boxing and strength circuit that doesn't require pre-booking class times. The new hybrid pilot began at a UBX in Buderim, Australia, and expands on the brand's existing "Extended Access" model which already allowed members to train outside of staffed hours. The key addition is the dedicated "Strength Zone," a 24/7 area with heavier equipment like barbells, cables, and Smith machines, typically found in traditional gyms. This move mirrors a larger industry convergence, where boutique studios are adding traditional gym features to increase value, while big-box gyms are carving out dedicated spaces to create a more intimate, boutique-like feel. The global market for boutique studios was valued at $37.15 billion in 2024, indicating a significant consumer base for specialized fitness experiences. The strategic shift towards hybrid models is backed by strong data; gyms offering both in-person and flexible digital or access options report customer retention rates that are 22-40% higher. More than 72% of fitness consumers now express a preference for hybrid solutions that combine convenience with community. For business owners, this dual
