Urban Gym Group (UGG) has opened its first standalone PILAT3S studio at Westfield London, marking the next phase of its partnership with Tribute Brands. The opening follows the rollout of 18 Boutique-in-Gym (B.I.G.) studios across the UGG estate, with further PILAT3S locations planned across the network.

The 18 existing B.I.G. studios span across the UGG brands, including TrainMore and Clubsportive in the Netherlands, and Gymbox in the UK. At Westfield London, PILAT3S sits alongside The CLB – UGG’s new strength training concept – and dedicated recovery facilities – bringing the three together under one roof.

The CLB delivers immersive strength workouts featuring a dedicated stage, catwalk, custom lighting, and high-energy music. PILAT3S complements this offering with Reformer classes, supported by its proprietary Routine Display tech, one of the brand’s USPs, which allows members to follow routines alongside instructor guidance. Together, the two concepts broaden the location’s offerings and position it as a destination for boutique fitness and wellness within Westfield.

The opening also highlights the versatility of the PILAT3S model, and the different routes operators are taking to scale the concept.  UGG is not the only operator to have started with the PILAT3S B.I.G. model before taking on a standalone(s). Holmes Place in Portugal followed a similar path, initially introducing PILAT3S within its existing clubs before opening standalone studios in North and Central Portugal. Other operators like Let´s Go Fitness in Switzerland have taken a reverse approach, launching a standalone concept before progressing to their wider rollout across Switzerland, which includes further standalone and B.I.G. locations.

Tribute Brands continues to focus on expanding its European footprint providing European operators with solutions to the challenges associated with delivering quality dynamic Reformer Pilates at scale.