“Our studio is designed to be simple and less intimidating than those studios that try to also be nightclubs”
Neither Babak Brazell and Jacek Bilinski were working in fitness this time last year. A business strategist and a hospitality entrepreneur respectively, they spotted a gap in the market for a gym that was more refined than the typical run of chains dominating this portion of the city.
South London born and bred, they knew there’d be a market for what they were proposing, so they took the plunge in January 2023 and opened LevelOut, a boutique gym offering three types of classes: Lift (aka strength training), Reformer (pilates) and Burn (think HIIT).
We spoke to the LevelOut duo to find out more…
Tell us about yourselves. What were you doing prior to setting up LevelOut in Brixton? Were you working in the fitness industry already?
No! I, Babak, was doing business strategy and Jacs was an entrepreneur in hospitality. The first iteration of LevelOut was actually in CBD products for active people, so we located an opportunity in the market to bring HIIT/Strength and Reformer Pilates under one roof with a friendly, non-intimidating, community-focussed ethos.
Tell us about your vision for LevelOut. What sets it apart from other gyms in the area?
We’re all about community. We want everyone to feel welcome when they walk through the door and feel our gym to be a safe space.
Our vision is to democratise boutique fitness, which can be quite intimidating and gate-kept.
We know our members by name and look forward to seeing our community every day, and meeting new people.
There’s no ego here – you come as you are! We’re hoping to build more friendly, welcoming studios across south London.
We also put a premium on the quality of our trainers, ensuring we have really high-quality classes with people who care about your results.
There aren’t many boutique gyms in this corner of London. How did you know there would be an appetite for one?
More and more people are interested in health and fitness, so big picture, the sector is growing.
What was really useful for us is that we’re south London born and bred: I, Babak, grew up in Brixton and Jacs spent his whole childhood in Clapham, so we’re very familiar with the area and how things are changing, and we felt there was a gap in the market for what we offer.
People stroll past and often say ‘thank god you’ve opened, there was nothing like this here.’ There was clearly an appetite for it!
You currently offer just three types of classes, which are your own spins on pilates, weights and HIIT. Why these?
We did a lot of market research and realised people want a one-stop shop, so we wanted to offer something to improve strength, tone and cardio. So we constructed the classes to support these different areas.
Reformer Pilates, which uses strengthening equipment, is a particular selling point and we keep our classes intimate so you always receive adjustments and attention from the instructor. We have a strong concept, but it’s not a gimmick.
You opened earlier this year in January – in time to catch the gym membership boom, presumably. How has business been since then?
There are always loads of challenges in setting up a completely new business. In terms of the basics, we have more or less been on an upward trajectory, but every week throws something new into the mix.
Things are definitely growing in the right direction, but it’s early days. It’s too early to decipher a pattern.
Level Out founders Babak Brazell and Jacek Bilinski
What are some of the challenges you’ve faced along the way?
Every day throws up new challenges, some big, some small.
I, Babak, broke my knee six weeks before we opened!
All sorts of unexpected things might happen when you’re running a business in a bustling part of Brixton, not to mention having an energy company try and overcharge you by thousands of pounds – thanks E.ON.
What do you like most about running a gym in Brixton?
It’s all about the people. Our team and community make coming to work a joy and our members make the whole experience fun.
Hearing people say they feel good makes it all worth it – getting to hear that you’re making a difference to people’s quality of life is invaluable.
Do you run events to create a sense of community among your members?
We do! We have a Pilates workshop coming up on October 14, perfect for beginners and regular practitioners alike.
We have social events that are really well-attended, so we are expanding those, and have plans to put on a singles’ night!
We’re also launching a couple more sites across south London later this year, so watch this space…
So for those reading this who are thinking about joining, what facilities do you have on site?
We’ve got showers, lockers, towels, hair dryers, straighteners – everything you need.
We do have a small space for hanging out around classes but it’s not really big enough for, say, co-working.
Lastly, gyms can be intimidating for those who don’t use them. What would you say to those who have never tried a HIIT, pilates or strength class, but are potentially curious?
Well, we have an intro offer available on our website and I’d say the best way to find out is to try!
The hardest part is getting through the door. Our team is super welcoming to everyone, our instructors are friendly, and the studio is designed to be simple and less intimidating than those studios that try to also be nightclubs.
Come as you are, take it at your own pace. Everyone started somewhere.
LevelOut, 10-12 Tunstall Road, London SW9 8BN.
Open daily, check website for ours.
