1Rebel x Brass Monkey
RESET the expectations on good recovery
1Rebel is a collection of 11 boutique gyms in London. They balance fitness and strength with feeling good. With high impact classes and facilities that combine form, function and recovery making it a one-stop shop for health and wellness. RESET is their contrast therapy suite. A state-of-the-art infrared sauna and a Brass Monkey ice bath working together to deliver instant results with cumulative benefits their members crave.
Recognising the recovery opportunity
1Rebel has become a leading fitness brand by strategically integrating recovery. They acknowledged the soaring wellness category (set to hit $9 trillion by 2028) and made their move. They recognised their members were searching for more than just a place to sweat and build healthier bodies. They wanted a space to recover on a deeper level. To repair the body and reset the mind. A way to reenergise and find emotional regulation in the chaos and stress of today’s world. RESET was the answer.
Turning recovery into profit
RESET contrast therapy experience was the natural extension to 1Rebel spaces, anchoring their wellness offering. RESET is a premium standalone experience or the perfect recovery following their RESHAPE, REFORMER, RUMBLE, and RIDE classes. It transformed the gym in the eyes of its members, expanding from a place to exercise, to a space to recover from a class or from a stressful day at the office. It’s become a place to unwind and a way to rebalance and regulate when life gets the better of its members.
Talking numbers
1Rebel chose a Pro Chill that holds a consistently cold 3°C for up to 100 members per day. Single sessions are charged at £12, with seasonal (e.g. Summer Sweat) and location-based (e.g. Euston triple) RESET bundles available to maximise sales. Minimal maintenance needed means more uninterrupted cold dips for 1Rebel’s members and a streamlined process for the ops team. Currently, all RESET sessions are self-guided, leaving the facility to essentially run itself. This opens up a further opportunity for 1Rebel to offer breathwork and guided sessions to increase profits and offer even more value to its members.
Looking Ahead: A Model for Success
1Rebel’s careful planning and execution have established a strong foundation for the future of cold water immersion within their estate. With plans to expand this feature to additional locations, 1Rebel is setting a new standard for recovery offerings in the fitness industry, demonstrating that cold water therapy is not only a trend but a massive opportunity for growth and future-proofing their membership.
"The numbers don't lie really! Whenever you set up something new, you’ve got some teething problems. You've got to teach people that behaviour, let's say in a new concept. But overwhelmingly our occupancy is some of the highest we've got"
James, 1Rebel Gyms
Free guide
How might ice baths work for your business?
The most forward-thinking gyms are embracing cold water immersion, giving members a powerful tool to train harder, recover faster, and stay engaged longer. Those leading the way aren’t just offering ice baths, they’re creating an experience that builds loyalty, strengthens community, and boosts revenue.
Our free guide shares the insights we’ve gained from working with top gyms worldwide. Our goal? To help you seamlessly integrate recovery into your space and stay ahead of the game.
Continue reading with our Grantley Hall case study.
Brass Monkey at
Grantley Hall
Grantley Hall is a hotel nestled deep in the Yorkshire Dales, offering the ultimate in luxury across the guest experience. Their Three Graces Spa centres on a balanced wellness philosophy, blending state-of-the-art facilities with tranquil surroundings to meet the high expectations of their guests.
