Rich London PR has been appointed to handle PR and marketing activity for new premium fitness concept brand 1REBEL. Created by James Balfour, son of the founder of Fitness First, 1REBEL is a new contract-free, paperless fitness boutique, where all classes may be being booked online or through an app. Going against the stereotypical, traditional gym marketing, 1Rebel is aligning itself with fashion and lifestyle, giving the customer a completely new stylish experience whilst getting into shape. 1REBEL is due to launch its flagship studio this October in East London. 1Rebel will be headed up by Giles Dean.

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