And what screams out is luxury, fashion and a dedicated focus on fitness all rolled into one.
The operator of luxury health and fitness clubs will transform Reebok Sports Club in Canada Place with everything from fresh signage to new classes and Cowshed-branded products from April.
Last year, Encore Capital announced it had acquired Third Space which claims to offer “an unparalleled member experience” at its facilities in Marylebone and Soho.
Both Reebok and Third Space Tower Bridge - formerly Thirtysevendegrees fitness club - are also owned by Encore capital and now under the remit.
The underground fitness space near London Bridge station was the first to be re-vamped.
It boasts a quirky, trendy layout, a room dedicated to hot yoga, new Sweat 1000 sessions and changing rooms that ooze Hollywood glamour.
Following the deal in 2014, partner at Encore Shirin Gandhi said: “This acquisition allows us to augment a growing proposition we are extremely proud of – offering our members a holistic, tailor-made approach to health and well-being, using state-of-the-art training facilities and utilising the latest trends and techniques, all delivered in luxurious surroundings.”
The changes follow a £6.5million investment into the Canary Wharf gym’s facilities.