Fitness First has opened the doors to its 28th site in Marylebone, central London – the first new site in more than 10 years.

Formerly an LA Fitness club and then a PureGym, the building has undergone a £2 million refurbishment and showcases the changes put in place under Justin Musgrove, who took over as CEO in October 2023. His premiumisation strategy involves bringing in hospitality-levels of customer service, equipment by EGYM, add-ons such as, IV drips and the Health Hero medical package.

Musgrove says: “We’re delighted to showcase our latest evolution of the Fitness First brand. With the ultimate in strength equipment from British supplier Watson, we’re able to blend the best bits of a boutique personal training gym with that of an upscale chain. Hot and cold therapies in our changing rooms allow members to accelerate recovery and go again, leading to greater physical progression.

“Marylebone embodies what Fitness First is all about – fantastic trainers and state-of-the-art equipment in a luxury training environment. This launch reinforces Fitness First’s strong presence in London and reflects our commitment to the continued investment in our portfolio across the UK. We look forward to building on this positive momentum throughout 2025.”

Central to the premiumisation of the brand is the introduction of EGYM’s AI-driven smart strength circuit, with a programme branded as Able by Fitness First. All members will be taken through the experience which involves a body composition and fitness assessment, and the provision of an AI-generated workout which will provide a measurable journey. Members will then receive monthly check-ins on their progress.

Facilities also include a dedicated strength and Hyrox training area, equipped by Watson. The cardio area – which was the swimming pool when it was the LA Fitness club – has equipment from Technogym and Life Fitness.

One of the studios will be for indoor cycling, the other for group exercise, offering signature classes and Les Mills programmes.

With recovery central to the new Fitness First offering, there are also multiple stretching areas, a recovery room with Theragun devices and compression boots. Brass Monkey cold plunges and saunas will soon be added to the modern, refurbished changing rooms. Membership will cost £115 a month.

During 2024, the first full year under Musgrove’s leadership, the company achieved a 12 per cent increase in revenues and a 10 per cent increase in yield. Eleven loss-making sites were closed and refurbishments were completed in Bedford, St Albans, Thomas More Square in London and Milton Keynes. The business was also strengthened with senior appointments including a new operations director, Lois Woods, and marketing and communications director, Lee Pinnington.