One Rebel is an innovative fitness concept – a chain of no-contract ‘pay-as-you-train’ boutiques that are seen as destinations and not just gyms, with intense fitness sessions against a backdrop of live entertainment.

Launched in the UK by James Balfour and Giles Dean, both of whom played leading roles in the growth of Jatomi Fitness, which now has 64 clubs in seven countries and over 200,000 members. Also on the board is Mike Balfour OBE – who built the Fitness First chain of gyms into the largest fitness club operator in the world, with over 1.5m members in 550 clubs in 26 countries – and James Jack, former CFO of Pure Gyms, as chairman. One Rebel’s plans are for a 20 club roll-out, targeting an EBITDA of some £6m within 5 years.