Low cost operator Pure Gym has recruited Humphrey Cobbold to be the chain’s new CEO, with current incumbent and company founder Peter Roberts to assume the role of executive chair.

Cobbold, who is the former CEO of online cycling retailer Wiggle, will oversee day-to-day operations and drive the company’s continued expansion. There are now more than half a million member visits to Pure Gym facilities every week, with plans to open 40 new sites in 2015.

Peter Roberts, who launched the chain in 2009, said it is a major coup to land someone with Cobbold’s talent and expressed excitement at working with him in his new role as executive chair.

“Attracting someone of his calibre is a testament to the business we have built and its future prospects,” said Roberts.

“His success at growing Wiggle from start-up to market leader was remarkable and his broad management experience in developing and growing businesses across multiple sectors will be invaluable to Pure Gym as we enter the next stage of our development.”

The 50-year-old Cobbold, who is 19 years Roberts’ junior, will be expected to capitalise on the momentum of the UK’s 18th fastest growing private business.

“I have watched Pure Gym’s progress with interest both as a fitness enthusiast and businessman,” said Cobbold.

“Pure Gym has fundamentally changed the gym landscape in the UK and in turn become the largest operator in the country. I am delighted to be joining one of the UK’s fastest-growing private companies in a sector with significant further expansion opportunities."