LONDON START-UP SPORTL AIMS TO TRANSFORM FITNESS BOOKINGS WITH PAY-AS-YOU-TRAIN MODEL
LONDON FITNESS START-UP SPORTL LAUNCHES APP AFTER £250K PRE-SEED FUNDING ROUND
A London-based fitness technology start-up is entering the competitive digital wellness market with a platform designed to give consumers greater flexibility when booking gym sessions and fitness classes.
SPORTL, a pay-as-you-train fitness booking platform, has officially launched across major app stores following the completion of a £250,000 pre-seed investment round backed by a group of industry investors and entrepreneurs.
The new platform aims to connect users with fitness studios across London, enabling them to book classes or training sessions without long-term membership commitments. The company says it has already spoken with more than 300 gyms about joining the platform, with 50 London studios available to book at launch.
Participating venues include some of the capital’s best-known boutique fitness operators. Among them is Common Bond, which operates several prominent wellbeing destinations including Boom Cycle, Triyoga, Barrecore and Reformcore. Other studios available through the platform include RFRM, TrainYard, Revolt Cycling, Manor and Reformer Collective.
The company was founded by entrepreneurs Ryan Lovelock and Matt, who spent the past year meeting gym owners across London to understand the operational challenges facing fitness businesses and the growing demand from consumers for more flexible access to classes and facilities.
Ryan Lovelock, Co-Founder of SPORTL, commented: “My co-founder Matt and I spent the last year walking the streets of London, sitting down and talking first hand with gym owners and managers to understand what is missing in the industry, and if SPORTL could be the answer. Seeing SPORTL launch today and physically opening the app is a dream come true. Our mission is to work alongside gym owners, giving them the flexibility and transparency they deserve from a booking platform. We’re incredibly proud of what we’ve built, and we can’t wait for SPORTL to become part of people’s everyday routines, helping them book classes on their terms, whenever it suits them.”
The company’s pre-seed funding round attracted several high-profile investors from the technology, consulting and health sectors.
Among them is Kevin Hewitt, former EMEA Chairman of FTI Consulting, who has also been appointed Chairman of the Board at SPORTL. Other investors include James Hardy, a former Deliveroo executive and co-founder of personalised nutrition company Bioniq, and recruitment entrepreneur and health-tech investor Jamie Hearne.
The funding will be used to accelerate platform development, add new features and support SPORTL’s expansion strategy beyond London into other major UK cities.
Kevin Hewitt said: “SPORTL is revolutionising the fitness industry, bridging a real gap in the market where spare gym capacity meets the need for spontaneous demand. The early traction has been impressive, and I’m proud to be part of what Matt and Ryan are building. This is just the beginning, and I look forward to being part of the journey ahead.”
As part of the expansion, the company has also strengthened its leadership team with two new hires. Lucy Gray, a fitness influencer with more than 12,000 followers, joins as Marketing Manager, while Sean Sevant, formerly of David Lloyd Leisure, has been appointed Partnerships Manager.
The UK fitness industry has seen rapid growth in boutique studios and flexible training models over the past decade, creating demand for digital platforms that can connect consumers with classes in real time.
By focusing on a pay-as-you-train model, SPORTL is positioning itself within a fast-evolving segment of the wellness economy, where convenience, flexibility and technology-driven booking systems are reshaping how people access gyms and fitness experiences.
