Snap Fitness has ended its agreement with its master franchisee for the UK and Ireland markets, by 'reacquiring' the territory.

Snap had signed a master development agreement with fitness startup TwentyTwoYards in 2014, with the aim of opening 200 locations in four years.

That was followed by the signing of a development plan with MSG Life in 2016, which included plans to open 30 new clubs.

However, progress has been slower than expected and according to the Snap Fitness UK website, there are currently only 74 gyms across the UK and Ireland.

TwentyTwoYards was set up in 2014 by Australian businessmen and fitness enthusiasts, Matt Quinn and Scott Jones.

Snap told HCM it will "continue to invest internally within the quickly growing UK market", with the investments including infrastructure development, club growth, franchise support and "innovative product and technology offerings".

As part of the move, Jon Cottam, previously MD Europe of Snap's parent company, Lift Brands, has been named as CEO for the EMEA market.

"We have some incredible growth opportunities across our newly reacquired market," said Alison McElroy, president, international and chief legal officer at Lift Brands.

"I know Jon will continue to excel in this new leadership role, managing the charge for both brands as we build business across EMEA."

Ty Menzies, global CEO of Lift Brands, added: "We will continue to look for additional opportunities to invest in operations, connecting our people – both locally and globally – as we help our Snap Fitness community weather the storm of COVID-19 together."

Launched in 2003, Snap Fitness reached 100 clubs in Europe this year and is due to open its first site in Japan in November.

It currently has 2,000 clubs scheduled for development or already open across 20 countries.

Parent company Lift Brands also owns the YogaFit Studios franchise and Fitness On Demand service and is a minority partner in franchise operator 9Round.