Over the last 12 months, Morgan Pryce has seen a dramatic increase in clients looking to open gym spaces in London. The model they follow tends to be similar: the onus moving away from big rooms filled with banks of treadmills, cross-trainers and machines, towards a more personal training experience, either one-on-one or small groups. Specialised equipment and workouts designed for individuals have taken over, along with a price hike; some operators are now charging just under £200 a month.