Popular health and fitness brand chooses Belgravia for next step in expansion plans.

Grosvenor’s renovation of The Ice Factory in Belgravia is set to become Psycle’s latest London location. Founded in 2014, the health and fitness brand offers immersive, energetic Ride, Barre, Reformer, HIIT and Yoga workouts in their studios at Oxford Circus, Shoreditch, Clapham and Notting Hill, as well as through their online platform ‘Psycle at Home’.

Spanning five floors, 27 Eccleston Place (known as the Ice Factory) is a 28,900 sq. ft. re-purposed warehouse. Originally built in 1830 for Shingleton’s Ice Company the building has also hosted a coachworks, power station and motor repair centre over its near 200-year history.

Through sensitive adaptation and preservation, this 21st century reimagining of the Ice Factory provides contemporary workspace, commercial space, and the only roof top restaurant/bar space in the area. Psycle is set to occupy the ground floor commercial space in the building.

The Ice Factory is part of Grosvenor’s recent development programme in Belgravia, with projects including Newson’s Yard and Holbein Gardens helping the area adapt and support a successful local economy. 

Psycle’s newest studio, offering Ride and Barre classes, will further enhance the area’s reputation as a wellness hub, with the Ice Factory becoming part of Eccleston Yards, a leafy courtyard brimming with independent shops, restaurants, and wellness boutiques, developed by Grosvenor and opened in 2018. 

The studio will be powered by renewable energy and Psycle will support Grosvenor in achieving its sustainability commitments through sharing energy consumption data and collaborating to improve the buildings environmental performance. 

Anna Bond, Executive Director, Retail at Grosvenor Property UK said: “With the Eccleston Yards area now a recognised wellness hub, Psycle is a fantastic addition to the community of independent businesses we’ve been part of building. 

Across the area, we’re showing how buildings steeped in history can be given a new lease of life, providing sustainable spaces, and attracting strong demand from innovative businesses like Psycle. Through our recent successful and sustainable refurbishments of Eccleston Yards, the Ice Factory and Newson’s Yard we’re reimagining Belgravia for the 21^st Century.” 

David Watt, CEO at Psycle said: “Our goal has always been to provide customers with London's best fitness classes in a welcoming and inclusive space where they can create meaningful experiences and connect with others. We are excited to be bringing Psycle to even more people in the vibrant neighborhood of Belgravia.

About Grosvenor

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Grosvenor is an international organisation whose activities span urban property, food and agtech, rural estate management and support for philanthropic initiatives.

We are a values-led business which represents the Grosvenor family and share a common purpose - to deliver lasting commercial, social and environmental benefit - addressing today’s needs while taking responsibility for those of future generations.  

With a track record of over 340 years, we work to improve urban property and places in many of the world’s leading cities, promoting sustainability within the built environment and enhancing the wellbeing of customers and communities. 

Our UK property business supports c1,000 businesses and tens of thousands of residents and workers across London’s West End each day. We also invest in, create and manage sustainable neighbourhoods in Liverpool and across England. As a 1.5oC aligned company, pioneering change and new ways of thinking about property we aim to ensure our places benefit both people and the planet over the long term.