Yes! Send me the FREE digital editions of Spa Business and Spa Business insider magazines and the FREE weekly Spa Business and Spa Business insider ezines and breaking news alerts!
Geoff Bamber started Digme Fitness with his wife, Caoimhe Bamber
What’s Digme Fitness all about? Named after Digme beach in Hawaii, which is the start of Ironman, Digme is a boutique, pay-as-you-go spin and HIIT studio.
After launching the first site in Richmond in 2016, we now have four in London and one in Oxford.
The business came about following a carpe diem moment for my wife, Caoimhe, while she was running in the park on maternity leave. She decided she wanted to leave her job as a lawyer and start a health and fitness business.
Both of us are keen athletes and met at a spin class, so we wanted spinning to be part of the concept. As there’s a lot of competition in this area, we felt it was important to stay at the technical cutting edge in the sector.
Has the concept evolved as you’ve expanded? Each of our studios is slightly different. Richmond is spin only, the original site and home to head office. The second site, in Oxford, was too large for just spin, so we added HIIT to the mix. It sits well alongside spin: they’re both high energy, high sweat activities, with lights and music. Oxford has an incredible community and the atmosphere is brilliant, with a great connection between the customers and staff.
By nature of their location, the City of London studios are slightly more transactional – the members are typically employees of nearby companies rather than residents, so they’re very busy and in a little more of a rush! The Moorgate site is shared with Barrecore so has a different vibe and Rathbone Square is the newest and biggest club. It’s our flagship site which has benefited from the brand maturing.
What have been the main challenges? Every day is a school day, and we’re always learning. Dealing with preconceptions is one of our challenges, as many people assume we’re just a club for serious athletes, when in fact we welcome everyone and offer something for every level of fitness.
We’re constantly striving to get the message across that coming to our club is not about being an elite sportsperson, but being the best you. The data aspect can also be construed as intimidating, (Digme uses Spivi cycling software to control and log performance in most workouts) but we’ve seen that once people get accustomed to using the data, the numbers they get out of the system serve as a real motivator.
What are the exciting trends in the health and fitness industry? I think we will start to see more pay-as-you-go concepts, as they offer better value for money and flexibility to consumers, who like variety and to do a mix of activities. HIIT will stay popular and we will see more use of data in workouts to engage people.
What are your future plans for Digme? Going forward we want to create a self-sustaining business, which offers customers a great experience and staff great career paths. During the next four years we’ll be looking to create a business of genuine scale, with plans to launch 15 more clubs over the next four years, both in London, nationally and ultimately internationally.
Inside track
The founders: Geoff Bamber has an MBA from Stanford and Caoimhe Bamber was a city lawyer
Digme uses Spivi cycling software to control and log workout performance
Classes: The Ride signature class; Perform, a data-based class; Matrix, a full body workout; Matrix Run, with the Technogym SkillMill; Matrix Core, with SkillMill and floor-based exercise; Matrix Meta, metabolic workout; Power Flow yoga; and The Beat, a music-based class (no data).
Credits pricing, from £20 for one credit to between £899 and £1,695 for annual unlimited packages.
Membership rates from £89 a month
Digme cycling classes use Keiser M3i bikes
Running workouts use the Technogym SkillMill
All classes are available on Classpass
The studios are available for private event hire
F&B: Digme offers water, fresh pressed juices and Innermost protein shakes
Geoff Bamber started Digme Fitness with his wife, Caoimhe Bamber
What’s Digme Fitness all about? Named after Digme beach in Hawaii, which is the start of Ironman, Digme is a boutique, pay-as-you-go spin and HIIT studio.
After launching the first site in Richmond in 2016, we now have four in London and one in Oxford.
The business came about following a carpe diem moment for my wife, Caoimhe, while she was running in the park on maternity leave. She decided she wanted to leave her job as a lawyer and start a health and fitness business.
Both of us are keen athletes and met at a spin class, so we wanted spinning to be part of the concept. As there’s a lot of competition in this area, we felt it was important to stay at the technical cutting edge in the sector.
Has the concept evolved as you’ve expanded? Each of our studios is slightly different. Richmond is spin only, the original site and home to head office. The second site, in Oxford, was too large for just spin, so we added HIIT to the mix. It sits well alongside spin: they’re both high energy, high sweat activities, with lights and music. Oxford has an incredible community and the atmosphere is brilliant, with a great connection between the customers and staff.
By nature of their location, the City of London studios are slightly more transactional – the members are typically employees of nearby companies rather than residents, so they’re very busy and in a little more of a rush! The Moorgate site is shared with Barrecore so has a different vibe and Rathbone Square is the newest and biggest club. It’s our flagship site which has benefited from the brand maturing.
What have been the main challenges? Every day is a school day, and we’re always learning. Dealing with preconceptions is one of our challenges, as many people assume we’re just a club for serious athletes, when in fact we welcome everyone and offer something for every level of fitness.
We’re constantly striving to get the message across that coming to our club is not about being an elite sportsperson, but being the best you. The data aspect can also be construed as intimidating, (Digme uses Spivi cycling software to control and log performance in most workouts) but we’ve seen that once people get accustomed to using the data, the numbers they get out of the system serve as a real motivator.
What are the exciting trends in the health and fitness industry? I think we will start to see more pay-as-you-go concepts, as they offer better value for money and flexibility to consumers, who like variety and to do a mix of activities. HIIT will stay popular and we will see more use of data in workouts to engage people.
What are your future plans for Digme? Going forward we want to create a self-sustaining business, which offers customers a great experience and staff great career paths. During the next four years we’ll be looking to create a business of genuine scale, with plans to launch 15 more clubs over the next four years, both in London, nationally and ultimately internationally.
Inside track
The founders: Geoff Bamber has an MBA from Stanford and Caoimhe Bamber was a city lawyer
Digme uses Spivi cycling software to control and log workout performance
Classes: The Ride signature class; Perform, a data-based class; Matrix, a full body workout; Matrix Run, with the Technogym SkillMill; Matrix Core, with SkillMill and floor-based exercise; Matrix Meta, metabolic workout; Power Flow yoga; and The Beat, a music-based class (no data).
Credits pricing, from £20 for one credit to between £899 and £1,695 for annual unlimited packages.
Membership rates from £89 a month
Digme cycling classes use Keiser M3i bikes
Running workouts use the Technogym SkillMill
All classes are available on Classpass
The studios are available for private event hire
F&B: Digme offers water, fresh pressed juices and Innermost protein shakes
The UK spa review and discovery platform for consumers, the Good Spa Guide, has announced
it will host the Good Spa Guide Awards 2026 during an event on 16 November at Sopwell House
Hotel in St Albans, UK.
Eighty-four per cent of consumers now say wellness is a top priority in their lives, with this
percentage increasing year on year, according to a preview presentation of McKinsey’s Future of
Wellness 2026 research report.
Mass protests have been taking place since Monday 1 June in Albania over the development of
a luxury resort by Donald Trump’s daughter Ivanka Trump and her husband Jared Kushner.
Global Wellness Day (GWD) marked its 15th anniversary on Saturday 13 June 2026, with the
theme: #JoyMagenta – a celebration of the healing qualities of simple gestures and activities
that spark joy.
Global luxury hospitality brand, Six Senses, has partnered with longevity healthcare provider,
HUM2N, to launch a clinic at Six Senses London, at The Whiteley.
As part of its first hotel partnership, Mayrlife – the medical health resort company known for its
site in Altaussee, Austria – has launched a day clinic at the Rosewood Vienna.
Premium London health club, KX Chelsea, will imminently unveil its most significant
redevelopment since its launch in 2002 to create an integrated wellness model combining
training, recovery and relaxation.
Rosewood Le Guanahani St Barth, on the northeast coast of Saint Barthélemy in the French
West Indies, is offering a programme of ocean-inspired yoga classes between 8-14 June to
celebrate Global Wellness Day (GWD).
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
The Ritz-Carlton, Langkawi, in Malaysia, has revealed a schedule for Global Wellness Day
(GWD) that includes guided rainforest walks, mindful movement and guided coastal meditation
experiences.
