US-based Eat the Frog Fitness, co-founded by Olympic champion Bryan Clay, will enter the Canadian wellness market after signing a franchise deal for 11 locations in the province of British Columbia.

“Our intent since inception was to take Eat the Frog Fitness worldwide,” said Clay, who won the decathlon gold medal at the 2008 Beijing Olympics.

“We have more than 150 franchise licenses under contract throughout North America and continue to grow at a rapid rate.”

He added that the first Canadian studio is likely to open in the Vancouver metro area.

Eat the Frog Fitness is based on providing a HIIT studio environment which "eliminates gym-intimidation", encourages social interaction between members and integrates adaptive technology.

One of its USPs is to provide workouts on IMAX-style monitors and having customised fitness equipment which allows class participants to move at the same pace – regardless of fitness level. The focus is on allowing each member to perform customized low-impact, but high intensity, workouts.

According to co-founder Jo Culver – a fitness entrepreneur who previously set up the Thrive Community Fitness business – Eat The Frog plans to have 40 studios open by the end of 2019.

“Dozens of franchise partners are signing leases and building out Eat the Frog Fitness studios in many US markets and now in Canada,” Culver said.