American model Hilary Gilbert has teamed up with British entrepreneur Robert Rowland to open a 2,500sq ft (230sq m) purpose-built indoor cycling studio in London.

Located in Shoreditch, BOOM! Cycle is the first in what will be a chain of indoor cycling gyms in and around the capital - and possibly the UK.

BOOM! will offer clients the cost-saving and flexibility of pay-per-class pricing rather than a fixed monthly membership. The average class fee will be £12.50, with discounts given for both block and group bookings.

Hilary Gilbert, managing director of BOOM!, said: "We've taken the best aspects of indoor cycling gyms from around the world and combined them with the massive urban-cycling movement here in London and a little Shoreditch style to create an indoor cycling class experience that will be unrivalled."