SPORTL raises GBP £250,000 to launch London fitness app

SPORTL has launched a pay-as-you-train booking platform for gyms and studios in London after closing a £250,000 pre-seed funding round.

The app is live with 50 gyms and studios across the capital and has spoken with more than 300 others about joining.

The product is positioned as an alternative to subscription-based fitness booking and membership models. It targets underused capacity in gyms and studios and the revenue lost to empty class slots.

SPORTL's launch roster includes a mix of boutique studios and fitness centres. Partners include Common Bond, which works with brands such as Boom Cycle, Triyoga, Barrecore, and Reformcore, as well as RFRM, TrainYard, Revolt Cycling, Manor, and Reformer Collective.

The round also brought in strategic backers. Kevin Hewitt, former EMEA Chairman of FTI Consulting, has invested and will become chairman of the board. James Hardy, a former Deliveroo executive and co-founder of personalised supplements company Bioniq, also participated, alongside recruitment entrepreneur and health tech investor Jamie Hearne.

Platform model

SPORTL is built around a pay-as-you-train approach, allowing users to book classes and sessions without a subscription. It focuses on studio and gym sessions across multiple operators, rather than a single brand's locations.

Co-founder Ryan Lovelock said SPORTL spent its first year building relationships with London studios and gyms.

"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," said Ryan Lovelock, Co-Founder, SPORTL.

Fitness booking has become more competitive in recent years, with operators balancing direct memberships, class packs, and third-party aggregators. Many studio owners are looking to fill off-peak sessions without undermining core pricing or member benefits. SPORTL is entering the market with the pitch that it can broaden discovery while keeping operators in control.

Chairman appointment

Hewitt's appointment adds senior advisory support alongside the capital injection. The funding will be used to support growth, expansion beyond London, and new product features after the initial launch phase.

"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," said Kevin Hewitt.

Early hires

SPORTL has also made two hires. Lucy Gray has joined as marketing manager; the company describes her as a fitness influencer with more than 12,000 followers. Sean Sevant has been appointed partnerships manager and brings sales experience from David Lloyd Leisure.

A core question for booking platforms is how they influence pricing, availability, and customer mix. Some operators argue that third-party platforms can train customers to expect discounts while complicating capacity management for members and walk-ins.

Studio owners quoted by SPORTL highlighted those tensions and described the platform as a way to reach new customers without the same perceived trade-offs.

"As an independent studio, filling underutilised capacity without diluting our brand or membership value is something every owner thinks about. Opening your doors to external booking platforms can feel like a scary ride, there's always that fear of losing control of your pricing, your community, and ultimately the value of each booking. RFRM. was founded on the belief that movement should feel accessible and community-led, and SPORTL gives people a way to find us without the barrier of a commitment they're not ready to make. When you introduce new people in the right way, everyone wins - That's how you build a loyal fitness community and absolutely something I am happy to be a part of," said Katrina Fox, Founder, RFRM..

Another studio founder pointed to the economics of aggregator-driven demand and the challenge of converting those users into profitable customers.

"Users who access our classes through ClassPass don't want a membership because they already have one. We're only losing money and looking at the SPORTL model here, it means that even if we gave them the price that ClassPass are offering then we'd actually make some money. If we converted every ClassPass member we would have thousands of pounds however, we often make nothing and have to turn away our own members; we look busy, but we're struggling," said Tony Chin.

SPORTL plans to build on its London launch before expanding into other major UK cities.