Soon to be launched gym chain 1Rebel has scored an early coup by securing the services of marketing and fitness guru Steve Barrett as the group’s programme director.

Barrett, who has more 20 years’ experience in the fitness industry, has worked on developing and marketing products with Matrix, Pavigym and Escape Fitness, having started out as master trainer for Reebok International. Outside of the B2B market, he has worked with major international companies including Nestle and Kellogg’s, where he created the concept and programming for the renowned Special K 'drop a dress size' campaign.

With the first 1Rebel site due to open in central London in January 2015, Barrett joins an experienced management team which includes industry veterans Kevin Yates (ops director), Giles Dean and James Balfour (co-founders), while Fitness First co-founder Mike Balfour is also an investor. 1Rebel will comprise a range of boutique fitness studios solely focused on high intensity training, with Barrett aiming for a visit to the chain to be “not just a workout but rather the highlight of their day.”

“My role is to create the structure, style and 'attitude' for every session taking place in our studios – these aren't just going to be workouts they are going to be an event,” said Barrett, who starts in mid-September, but has already embarked on several research trips to help develop the 1Rebel model.

“Goal number one is working with Kevin Yates to develop the studio design, only then can I begin to develop the programming content and recruitment criteria, because the equipment we select will enable me to develop an unmatched style of programming.

“Long term, I'll continue to evolve and fine tune the studio experience with my ultimate goal being to see 1Rebel venues appearing in the coolest most vibrant cities around the world.”

Away from the 1Rebel business, in which Barrett is also an investor, the father-of-one is a cycling and surfing enthusiast, as well as being the author of the Bloomsbury-published five-book series Trade Secrets of a Personal Trainer.