As United Fitness Brands gears up to launch its fifth Reformcore location at Battersea Power Station this month, the multi-brand boutique operator has told HCM it's moving into franchising.

Richard North, formerly CEO, has moved roles to head up global franchise growth.

Malcolm Armstrong took up the role of CEO of United Fitness Brands in May. He joined the company as chief operating officer in March this year, after seven years with Virgin Active.

North has a background in franchising: helping to grow the Anytime Fitness estate, was European head of franchise for grocery brand, Getir, and launched franchised skincarare brand, Skinsmiths, opening nine clinics in seven months.

In an upcoming edition of HCM North says Barrecorre, Reformcore and Triyoga will be the first of the company's brands to be franchised, with Kobox and Boom Cycle following in phase two. “We intend to actively discuss the opportunity from August this year and people will be able to enquire via our website,” he says.

The UK commuter belt will be the first target, but there are ambitions to open 150 sites globally in the next five years.

Franchising is now a significant part of the sector, with many corporate health club operators planning to use the model to drive expansion.