Retail megabrand JD Sports has announced its entry into the gym market with the launch of the new JD Gyms brand.

The inaugural site – a former Fitness First club – is set to open in Hull on 28 February following a £1m refurb. The 1,950sq m (21,000sq ft) club will be equipped by Technogym and Freemotion, with around 70 Technogym CV stations complemented by Technogym strength kit, Freemotion's Live Axis cable-based circuit and free weights. There will also be a functional zone with a training rig, where the gym will offer bootcamp-style sessions.

Group exercise classes will take place in a 185sq m (2,000sq ft) studio; there will also be a separate group cycling studio.

A DJ booth will add a buzz to the gym floor, while the whole club will be given a sporty feel with a running track motif worked into the interior design. Membership will cost £15–20 a month, including classes.

With the recent launch of ventures such as Reebok Fithub – Reebok's retail outlets in London which offer not only active opportunities to try out products in store, but also free on-site fitness classes – fitness clearly holds great potential for sporting brands looking to grow their footprint and further drive their credibility in the physical activity arena.

JD Sports' recent financial results, which highlighted a buoyant performance - particularly in its sporting division - would appear to put the company in a particularly strong position to expand its brand.

JD Sports owns a range of high street brands including Blacks, Millets, Kooga, Bank and Scotts.