Rowbots, Fitzrovia

Value:

£500,000

Timescale:

8 weeks

Basement car park to state of the art boutique fitness studio. Check.

This was the first London location of Rowbots chain, part owned by Gareth Bale.

Futuristic gym or fitness studio illuminated by blue and pink neon lights, featuring rows of rowing machines and exercise mats labeled F1 to F8. Mirrors line the right wall, and motivational signs in the background read '#SWITCHON'.

The Rowbots Fitness Studio Fit Out transformed a former basement car park into a state-of-the-art boutique fitness facility. Working closely with the client, Virtus converted an underused space into a premium workout environment. As a result, Rowbots gained a distinctive studio that reflects its brand and enhances the customer experience.

Creating a Boutique Fitness Studio

As part of the Rowbots Fitness Studio Fit Out, we delivered a full refurbishment of the basement space. The design focused on creating a welcoming and high-performing fitness environment. At the same time, it maximised the available floor area.

In addition, we incorporated specialist finishes and bespoke design features throughout the studio. These elements helped create a premium look and feel. Consequently, the finished space stands out in a competitive fitness market.

Bespoke Finishes and Acoustic Solutions

A key challenge within the Rowbots Fitness Studio Fit Out was balancing aesthetics with performance. While the client wanted high-end finishes, the studio also required strong acoustic control.

Therefore, our team carefully coordinated the design, fabrication and installation of bespoke elements throughout the space. Meanwhile, we ensured every finish supported the acoustic requirements of a busy fitness environment. As a result, the studio delivers both visual impact and user comfort.

Transforming a Basement Car Park

Transforming a former car park into a boutique fitness studio required careful planning from the outset. Throughout the project, our team worked closely with the client, designers and specialist subcontractors.

Alongside the construction works, we maintained a strong focus on quality and programme. This collaborative approach helped overcome technical challenges and ensured a smooth delivery process. Ultimately, the project achieved the client’s vision without compromising functionality.

Delivering a Premium Fitness Environment

The completed Rowbots Fitness Studio Fit Out provides a modern, engaging and highly functional space. Furthermore, the studio supports Rowbots’ continued growth and offers members an exceptional workout experience.

The client team was a pleasure to work with throughout the project. Most importantly, they were delighted with the finished result and the quality of the completed space.

Project Gallery

A stylish staircase leading downwards, surrounded by exposed brick walls. A vibrant mural featuring a dynamic figure in blue and black adds a striking focal point to the space. The staircase is made of dark metal, and modern lighting strips along the walls enhance the industrial-chic ambiance.

Modern industrial-style gym reception interior with a counter illuminated by blue neon lights and the word 'ROWBOTS' displayed on the wall behind. To the right, a section labeled 'The Machine Room' features clothing racks. The space has a dark ambiance with vibrant lighting accents.

Modern gym or fitness studio with vibrant blue and purple lighting, featuring rows of rowing machines with exercise mats in front. Shelves on the right hold medicine balls labeled with weights from 2 to 20 pounds. A digital wall display reads '#SWITCHON.

A modern restroom with a sleek design featuring a long countertop with two white sinks and stylish black fixtures. The walls are a mix of black tiles and light gray panels. A glass shower stall is visible on the right, and the space is illuminated by bright, contemporary lighting, creating a clean and inviting atmosphere.

A modern locker room featuring a stylish design with black tiled walls and sleek fixtures. Two white sinks are set into a long countertop, while a glass shower stall is visible on one side. Urinals are mounted on the wall, and the overall ambiance is contemporary and well-lit, with a mix of textures and materials.

A sleek locker room area featuring dark tiled flooring and modern amenities. A long countertop with sinks is lined with neatly arranged toiletries. In the foreground, a stack of white towels sits on a black wooden bench, while locker units with silver handles are mounted on the wall, providing storage for personal items.

A close-up view of a modern sink setup featuring a white rectangular basin and a sleek black faucet mounted on a tiled wall. A stylish soap dispenser in amber glass is attached to the wall, complementing the contemporary design. The surrounding tiles are black and white, creating a clean and minimalist aesthetic.

Awards and Accreditations

We are committed to being recognised as a modern forward thinking construction company and realise the importance of meeting the standards and expectations of our customers and in recognition of this we are members of Constructionline and CHAS, whilst also having accreditation under ISO9001 & ISO1400.