In the UK fitness equipment industry, one of the most talked-about developments this season has been the fate of Box 12, the well-known supplier of boxing fitness studios and digital fitness programming. Facing financial difficulties, Box 12 Global Ltd entered voluntary liquidation, but the brand has been rescued and will continue operations under a new company, Box 12 Ltd.

The liquidation process was managed by Begbies Traynor Group, with the company’s debts yet to be fully established. Despite the challenges, the Box 12 brand and assets were transferred to the new entity, safeguarding its services and presence in the UK fitness market.

According to Anthony Elliott, CEO of Box 12 Ltd and a long-time customer of the brand, preserving Box 12’s value for gym operators and end users was critical. He explained: “As a customer, I know the concept and the value Box 12 brings. Although liquidation was unavoidable, the brand will continue to trade and deliver boxing fitness and digital solutions for our loyal customers.”

Box 12 currently counts among its clients several major operators, including David Lloyd, The Gym Group, Fitness First, Places Leisure, Serco, Village Leisure, and Anytime Fitness. Its Boxing Pods and digital fitness programming solutions are designed to provide 24/7, on-demand training experiences without requiring dedicated staff or fixed class schedules.

Founded in 2019 as Box12 (Newcastle-under-Lyme) Ltd and rebranded in 2021 as Box 12 Global Ltd, the company had ambitions beyond the UK, with expansions into India and the Middle East. However, mounting financial pressures ultimately led to liquidation. Its holding company, J3box Limited, also showed limited resources in its latest filings, underscoring the financial challenges.

With Box 12 Ltd stepping in, the brand has been given a second chance. For the fitness industry, this case illustrates how asset transfer and restructuring strategies can preserve brand equity and protect customer relationships even during insolvency. The future success of Box 12 will now depend on the new company’s ability to inject fresh capital, execute growth strategies, and rebuild confidence in the highly competitive fitness equipment and digital fitness solutions market.