FACEGYM is bringing facial workouts to Leeds

Giant red balloons carrying the line “LEEDS, YOUR FACE NEEDS A WORKOUT” have appeared at landmarks around the city this month, which is one way of trailing a shop opening. The brand behind them is FACEGYM, and its first Yorkshire studio opens at Victoria Leeds on 19 September.

FACEGYM was founded in London in 2014 by Inge Theron, a former beauty and wellness columnist at the Financial Times, and has grown into a global operation with studios in London, New York, Los Angeles, Sydney and Manchester, plus a partnership in India. Leeds is the first in Yorkshire.

The premise is straightforward enough once you get past the name. There are more than 40 muscles in the face, and FACEGYM proposes training them the way a gym trains the rest of you. Sessions follow a workout structure of warm-up, cardio, sculpting and cool-down, delivered by staff the brand calls Trainers, using a combination of vigorous massage, hand-held tools and technology. It is non-invasive, so no needles and no downtime, and the promise is a lifted and toned face rather than a permanently altered one.

Whether that reads as sensible maintenance or as the logical endpoint of the wellness industry probably depends on how you feel about paying someone to knead your cheekbones. Leeds has spent the past few years filling up with recovery studios, cold plunges, reformer pilates and sports massage, so a gym for the face is arguably just the next unit along the row.

The numbers are worth reading closely. A one-off workout is £110. The first 99 people to sign up become Founding Members at £62 a month, which covers one workout a month with a minimum two-month commitment. That rate is fixed for six months before moving to the studio’s standard £77 a month. Members also get 40 per cent off FACEGYM Boosters, 30 per cent off additional workouts and 20 per cent off full-price skincare and tools. For context, FACEGYM memberships in London currently run at £88 a month.

Olivia Carson-Lee, Studio Manager at FACEGYM Leeds, said: “I’m incredibly excited to be opening the doors to FACEGYM Leeds at Victoria Gate and bring the FACEGYM experience to the city. What makes FACEGYM so exciting is the energy and experience. Our workouts combine targeted skincare with massage and sculpting techniques, giving clients that instant post-workout glow while helping them make facial fitness part of their regular routine.”

Founding Membership is open now through the FACEGYM website, and a QR code at the Victoria Leeds studio will point to the same sign-up page. Today Forever is the franchise partner for FACEGYM Leeds.

FACEGYM Leeds opens at Victoria Leeds on 19 September 2026. Founding Membership sign-up and full details at facegym.com.