Geoff Bamber, founder of boutique fitness chain Digme, predicts that the industry will see a number of pay-as-you-go operators entering the sector – in response to consumer demand for fitness offers which fit individual lifestyles.

Speaking to Health Club Management, Bamber said: "I think we will start to see more pay-as-you-go concepts, as they offer better value for money and flexibility to consumers.

"An increasing number of consumers look for variety and the option to do a mix of activities.

"HIIT will stay popular and we will see more use of data in workouts to engage people."

Bamber set up Digme – which offers a pay-as-you-go model for its mix of HIIT and indoor cycling classes – his wife Caoimhe in 2016.

Since its launch in Richmond in 2016, Digme has grown its portfolio to include four clubs in London and one in Oxford.

Bamber adds that he sees further growth for the company.

"Going forward we want to create a self-sustaining business, which offers customers a great experience and staff great career paths," Bamber added.

"During the next four years we’ll be looking to create a business of genuine scale, with plans to launch 15 more clubs over the next four years, both in London, nationally and ultimately internationally."

To read a full interview with Geoff Bamber, click here for Health Club Management November/December issue