Pure Gym has joined a number of high-profile UK gym chains in setting its sights on dominating the capital’s fitness market by announcing a raft of new health clubs in the coming months.

Set to open in Autumn, Pure Gym Hammersmith will become the chain’s third largest gym in the UK and biggest in London, while four further openings will take the total number of Pure Gyms in the capital to 13 by the end of 2014.

Pure Gym’s pitch for the potentially lucrative London market comes at the same time as rivals Virgin Active, Fitness First, LA fitness and Nuffield Health are all making moves to enhance their presence in the city.

Pure Gym’s new Hammersmith site – to be followed by gyms in Finsbury Park, North Finchley, Greenwich and Bermondsey – will cover a total of 23,621sq ft (2,194sq m) and feature more than 220 pieces of gym equipment from longstanding supplier Matrix Fitness. The 24-hour site will also offer 80 free classes per week, plus additional specialist classes such as Zumba.

“The demand for affordable fitness is still growing in London and we are continually on the hunt for more sites in the capital,” said Pure Gym founder and CEO Peter Roberts.

The chain currently operates 72 gyms in the UK with 90 set to be open before the end of the year as it bids to continue its expansion following the failed merger with The Gym Group earlier this year.