JAB Returns to East London with Ambitious New EC1 Flagship

Luxury fitness has become increasingly crowded, but few brands have managed to create a genuine culture around performance. JAB Boxing Club is betting that boxing still offers something most wellness concepts can't: discipline, purpose and measurable progress.

Opening in Autumn 2026, the brand's new flagship club on Bunhill Row marks a return to the East London neighbourhood where founder George Veness first discovered boxing. Spanning 20,000 square feet across three floors, the EC1 destination is designed as far more than a traditional gym, bringing together elite training, recovery and nutrition in a single performance-led environment.

The new club will house dedicated boxing studios alongside strength and conditioning spaces, while a substantial recovery suite features plunge pools, a 30-person sauna and the latest recovery technology. Joey's, JAB's in-house health café, completes the offering, reinforcing the idea that performance extends well beyond time spent on the gym floor.

For men increasingly investing in longevity as much as aesthetics, the formula feels well judged. Recovery has become as important as training itself, and JAB's approach reflects a broader shift towards holistic performance rather than simply chasing physical transformation.

Interior design also plays its part. The flagship blends references to boxing's golden era with contemporary architecture, creating a space that feels more members' club than conventional fitness facility.

Founding memberships for the EC1 club are now available from £240 per month, offering early access to what is set to become one of London's most ambitious performance and wellness destinations.