Fitness First has taken its first step into the UK microgym market with opening of BEAT – its new heart rate training club in London’s Charing Cross.

The club was previously hinted at by Fitness First CEO Andrew Cosslett in an interview for the March 2014 edition of Health Club Management and follows the launch in Sydney, Australia of The Zone – a similar group exercise-only concept.

BEAT forms part of Fitness First’s £270m brand makeover, centred around behavioural psychology and what motivates us to stay fit.

“Psychology tell us that for people to get most out of their fitness they need to see progress, feel they’re socially connected, get variety in a positive environment,” said Lee Matthews, head of fitness at Fitness First. “Heart rate training in teams led by experts generates a highly motivating workout that makes every minute count on the gym-floor.”

The new club runs 14 sessions a day with a 5-class format designed to suit a range of different levels and abilities.

POLAR Heart Rate Transmitters – given to every BEAT member for free on a loan basis – track and monitor progress live on screens situated around the club.

A workout performance report tracking heart rate is then sent by email to each member at the end of the session, allowing them to review their workout performance and monitor improvement over time.

The five classes available range from the beginner ‘Move Better’ class intended to take groups up to 65 per cent of their heart rate, right through to 90 per cent ‘HiiT Pro’ classes, designed to push advanced individuals to their limits.

In addition to spin offerings, there are also ‘free time’ periods when members can utilise gym equipment such as Curve treadmills, Water Rowers and Versaclimbers, as well as new freestyle products such as TiYR and Vertiballs, which also provide a versatile and challenging alternative to fixed equipment.

Memberships start at £60 for a dual membership at Charing Cross BEAT and The Strand Fitness First, which is just a few hundred metres away.