French operator FITLane has recently opened two further clubs in the South of France, bringing the chain to 10 sites in total.

The 2,200sq m (23,681sq ft) Villeneuve site launched in August and comprises a gym, cardio studio, group exercise studio, group cycling studio and a pool where aquatic courses are offered.

A further site launches on 14 September, in Cannes Gare. This 1,300sq m (13,993sq ft) club has the same mix of facilities but without a pool.

Membership starts at €49 (US$55, £36) a month, which allows access to all clubs in the chain and all the activities.

Owned by Hans-Peter Franklin, previously of California Fitness Centers, the first site opened in 2004 in Mandelieu.

One of the challenges of operating health clubs in the south of France is the outdoor lifestyle, supported by the sunny climate. According to Franklin – there is a low gym penetration rate of just 6.2 per cent in this area.

The chain has therefore been proactive in growing its membership base by running events such as Zumba on the beach. Individual clubs are also given autonomy on sales and marketing to directly tailor efforts to the local area.