Founded in 2017 by seasoned entrepreneur Peter Roberts, who also pioneered the growth of PureGym, Gymfinity Kids (GK) has quickly established itself as a leader in children’s fitness and wellness. From a single club to a robust network of 21 locations across the UK, GK has expanded organically and through strategic acquisitions, the most recent being Beth Tweddle Gymnastics in September 2023. This acquisition has increased GK’s reach to more than 15,000 children weekly, supported by a dedicated team of approximately 450 staff members.

Driven by a mission to foster a healthier and happier generation, GK offers a variety of engaging weekly classes for children aged 4 to 16, ranging from beginner to advanced levels. In addition to gymnastics, GK’s core offerings include ninja and dance classes, each with carefully designed progression pathways and award schemes. Larger clubs also provide birthday parties, holiday camps, competitions, and workshops, making GK a vibrant part of communities across the UK.

Navigating Challenges and Preparing for the Future

Reflecting on GK’s journey, Roberts notes that building an innovative concept from the ground up, even with strong investor support, required adaptability and strategic refinement. Large facility investments and the need for talented, service-oriented staff presented initial challenges, but the company now boasts a strong in-club and central support team dedicated to providing outstanding experiences for members.

Working with children also brings the added responsibility of strict regulatory compliance and safeguarding. Recognising this, GK has implemented rigorous standards and a vigilant approach, establishing itself as a trusted brand for parents and communities alike. The company’s investment in its people has been pivotal, with team members undergoing professional development in areas such as MBAs, ACCA, health and safety, and HR, solidifying GK’s commitment to excellence and growth.

Following the merger with Beth Tweddle Gymnastics, GK is set to broaden its reach by rolling out smaller community clubs across the UK, with plans to open 10 new locations in 2025 and more in the years to follow. This strategic expansion aligns with GK’s vision of making high-quality children’s fitness experiences accessible to as many communities as possible.

Overcoming Industry Challenges with Resilience and Loyalty

Like many consumer-facing businesses, GK has weathered significant external pressures, from pandemic closures to rising energy costs. Additionally, inflation and cost-of-living increases have heightened the importance of providing value, as families become more discerning with their disposable income. GK’s commitment to quality and consistency has fostered strong member loyalty, a testament to the impact of the services it provides.

Opening new clubs requires substantial upfront investment, and while this has kept the company in a loss-making position, profitability is on the horizon as existing clubs mature and stabilise. With an annual revenue of around £10 million, GK’s growth trajectory is promising, supported by ambitious plans and an unwavering commitment to its core mission.

Looking to the Future: The Need for Greater Support

As GK continues to grow, broader economic factors such as inflation and minimum wage increases directly impact both operational costs and membership retention as some costs have to be passed on to membership prices. Although GK received Covid-related support, it has yet to benefit from broader government assistance. With clubs spread across multiple regions offering children access to activity both in their clubs and their in school offering there is limited support available. GK would welcome additional support to aid its mission and further expand its reach, helping more children lead active, fulfilling lives.

Gymfinity Kids stands out not only for its robust expansion and quality programming but for its dedication to building a foundation of health and happiness for future generations—an ambition that promises to strengthen communities across the UK for years to come.

Read more about Gymfinity Kids via their website and read more of our scaleup stories here.

Peter Roberts, CEO, Gymfinity Kids