A forward thinking health club chain launched in South Africa last week, with aims of having 40 clubs operational by 2019.

Co-founded by former Virgin Active COO Rory Sweetlove, the first GO Health club opened its doors on 15 May, at a shopping centre in Northwold.

“GO Health’s mission is to be the model 21st century health club which inspires and empowers people to make exercise part of their everyday life,” says Sweetlove.

When putting together this customer-focused concept, they asked themselves why health clubs had become so expensive, why there was so little choice, and why members should pay for a pool hardly anyone uses.

The team has tried to respond to all of these questions at a competitive monthly price of R259 (£14, $21, €19), a fraction of the cost of established, branded clubs.

The concept includes Technogym fitness equipment, qualified wellness consultants and a bespoke fitness programme via a wellness key and app. The Happy Me Health Bar offering super juices, smoothies, gluten free muffins and salads, is a key part of the holistic experience.

“Fitness is a holistic health philosophy that should stay with members beyond the club and follow them into their lives,” says Sweetlove.