Boutique gym operator TRIB3 is in advanced talks with a potential partner to take its brand into Asia as part of its ongoing global expansion.

With details expected to be announced shortly, TRIB3 chief executive Kevin Yates told Health Club Management: “We're working with a partner to grow our international expansion throughout Asia.”

The news comes as TRIB3 prepares to launch in Helsinki, Finland, after Sami Hurme bought the rights to open studios in the northern European country, with a target of creating 18 new sites in total.

Hurme is hoping to shake up the fitness industry in Finland, arguing that it has become “lazy”.

“I'm very excited to become the first boutique fitness club provider in Finland," said Hurme. "Boutique concepts intrigue me because you have to be at your best every day – you cannot count on membership fees.

“You're only as good as you are today and that is the most motivating way of doing business.”

Hurme, who has been a fitness writer and blogger for more than 10 years, founded personal training program X-Method and produced indoor cycling programme Flowride. He is also a tutor at Trainer4You, a personal training education institution.

On entering the Finnish market, Yates said: “Sami’s vast experience in the fitness industry will prove absolutely invaluable as we develop our brand in this important new territory.”

As reported earlier this year, TRIB3 has opened a studio in Moscow, Russia, and is set to open a site in Barcelona, Spain. There are also plans for a studio in Paris, France.

It has three studios in the UK – one in Leeds and two in Sheffield.

The TRIB3 high-intensity interval training (HIIT) workout is based around treadmills (cardio), resistance (weights) and intensity (heart rate).