Retention and digital marketing specialist Jon Nasta has joined Xercise4Less as director of ecommerce and marketing, tasked with helping to drive the gym chain’s ambitious UK expansion programme.

Nasta, 43, arrives after an eight-year stint with membership retention specialists Retention Solutions. He will oversee ecommerce and marketing across the chain’s 29 sites, which it hopes to increase to 100 by the end of 2016.

“Having worked very closely with Xercise4Less over the last few years, I am delighted to now be a part of the team,” said Nasta.

“The sheer number of gyms we have planned to launch over the coming months shows just how big the brand has become in just over six years, plus how the demand for affordable fitness continues to increase across the country.”

Nasta said he hopes to bring innovation to the role and assist in developing a ‘number of industry firsts’ as he bids to support the expansion, grow the team and increase revenue streams.

Commenting on Nasta’s appointment, Xercise4Less COO Stuart Perrin said: “Jon is a fantastic addition to the Xercise4Less team and we welcome him on-board.

“He brings with him a wealth of industry experience and will certainly play a key role in helping to shape the business going forward. We’re excited to see what he can bring to the table.”