Luxe Fitness bound for Paradise

Luxe Fitness, the multi-award-winning gym operator, has announced it will open a brand-new venue at Paradise Birmingham in late 2025.

The brand will be bringing a 13,800 sq ft health and fitness club to the lower and upper ground floors of One Centenary Way. With views across the future Western Terrace at the south-western corner of the Paradise estate as well as over Centenary Square, it will provide its guests with a highly supportive and inspiring environment in which fitness, wellness and wellbeing can take centre stage.

Voted the UK’s Best New Gym in 2021 and 2023 for both its Bristol clubs, Luxe promises a stylish, fresh and funky fitness experience with a boutique, luxury but accessible approach. The brand offers spacious yet relaxed and friendly fitness settings with unique design details and beautiful surroundings for its members to utilise and enjoy.

Paradise Birmingham will be the fourth UK venue for Luxe Fitness after Bristol City Centre, Bristol Bedminster and Manchester Royal Exchange.

Offering more than 100 free classes per week from HIIT to Body Balance and a juice bar serving protein shakes, smoothies and coffee, it will be a club where there is something for everyone. Members will be able to elevate their fitness to new levels and maximise the impact of their training regardless of age, ability or where they are on their own personal fitness journey.

Allyn Condon, former Olympian and Luxe Fitness Co-Founder, said: “Paradise Birmingham is an exciting next move for us, as we open our latest venue in the very heart of the city in late 2025. With our brand housed within a development of the quality and reputation of Paradise, we’re confident our Birmingham venue will be hugely successful and find a switched on, motivated audience ready to take their fitness goals to the next level.

“The opportunity to come to a building of the quality and sustainability of One Centenary Way made this an easy decision for us as we continue to build our own network of cutting-edge leisure destinations in unbeatable city locations. We can’t wait to be up and running here in Paradise and welcoming guests to our unique leisure experience with all the benefits it can bring.”

The new club will allow Paradise to bring an ever-widening offer to Birmingham’s leading mixed-use destination which already includes a number of highly successful restaurants and bars. The Paradise estate is also home to thousands of employees working for a wide range of large corporates and SMEs across a number of highly sustainable commercial buildings.

Ross Fittall, Commercial Development Director with Paradise Birmingham development and asset manager MEPC, said: “There’s tremendous demand for high quality operators like Luxe Fitness in the city centre, and its presence at One Centenary Way will enable Paradise to offer an even wider choice of leisure destinations to people living and working in, or visiting, the city centre.

“We’ve been looking for the right partner for a gym offering for some time and Luxe, with its stylish design and people-centric approach which includes an excellent choice of gym classes, juice bar and health services, fits the bill perfectly. With its focus on quality coupled with an innovative approach, the brand gives Paradise another dimension to its wellbeing offering which we know our occupiers and their people really value.”

All operators across the estate benefit from unrivalled connectivity with cycle and pedestrian access, bus, metro and rail services all on the doorstep, including the Town Hall tram stop and plans for a dedicated cycle hub in the basement of One Centenary Way.

This makes Paradise the perfect location for Luxe Fitness which will be joining a number of fellow commercial occupiers committed to one of the city’s most sustainable and SMART-enabled buildings. One Centenary Way already includes office occupiers Arup, the employee-owned built environment consultancy, global finance group Goldman Sachs, real estate company JLL, law firm Mills & Reeve and wealth management firm Quilter Cheviot.

With an ever-growing list of first-class restaurants, bars and cafés, including Dishoom, Albert’s Schloss, Rosa’s Thai, F1®Arcade, La Bellezza, Yorks Café and Cow & Sow, Luxe will complement these venues with a different leisure offer for people coming to the estate.

The Paradise redevelopment is being brought forward through Paradise Circus Limited Partnership (PCLP), a private-public joint venture with Birmingham City Council.

The private sector funding is being managed by the international business of Federated Hermes Private Markets, which has partnered with Canada Pension Plan Investment Board (CPP Investments) on the first phase of the development and for One Centenary Way. MEPC is the development and asset manager. Paradise sits in the country’s largest city centre Enterprise Zone and has already benefited from investment in enabling and infrastructure works.

A website showcasing the vision for Paradise, in addition to a live time-lapse camera and all the latest news about the development, can be viewed at www.paradisebirmingham.co.uk