UBX Pilots Traditional Gym Model Inside a Boutique Fitness Studio

If boutique studios sell community and big-box gyms sell access, UBX just decided to sell both.

The boxing and strength franchise, pronounced “You-Box,” is rolling out what it calls its most significant model evolution since opening its doors, introducing Strength Zones alongside its boxing and strength circuit offering.

The new 24/7 zone, featuring barbells, cables and Smith machines, was piloted at UBX Buderim in Australia, led by franchisees Lee Brabin and Chinta Demasson, who have moved into a larger facility purpose-built to house the Strength Zone.

Model evolution

“Lee and Chinta have always set the gold standard for community and culture,” UBX CEO Michael Jordan said of the duo, two of the brand’s original franchisees. “It was a natural fit for them to lead this pilot. We’ve combined the community energy of group training with the flexibility of a 24/7 gym and the results-driven nature of a PT studio. Members can now truly curate their own perfect workout experience on their own timetable.”

UBX says the concept is the future of new club build-outs and major expansions (the brand is also rolling out strength-focused upgrades across its clubs).

The brand operates on a rolling start time model, with a 45-minute, 12-round boxing and strength circuit that members can drop into on their own schedule. One-on-one coaching is available, and the brand’s app extends the offering with on-demand workouts, nutrition and mindset content.

Global expansion

The franchise, co-founded by four-time world champion boxer Danny Green and tech entrepreneur Tim West, now has more than 100 locations. Last year, it opened gyms in the UAE, Japan, Singapore, Connecticut and Western Australia.

Notably, UBX was among the first boutique fitness brands to introduce extended access, allowing members to train outside staffed hours using their membership tag as a key.

Ironically, while UBX adds strength space, big-box operators are busy giving their gyms a boutique feel.

Brands including The Edge Fitness Clubs, Chuze Fitness and EoS Fitness are carving out dedicated rooms inside their large-format clubs for strength training and, in the case of Crunch Fitness in McKinney, Texas, a Pilates studio.