Xercise4Less pits itself against rival as it opens hat trick of sites

LEEDS budget gym chain Xercise4Less has opened a hat trick of fitness branches throughout the UK, and is going up against major homegrown rival Pure Gym at one of the sites.

The investment in a 44,000 sq ft site in Milton Keynes will put it directly opposite a Pure Gym branch, and it plans on going “head-to-head” with its main competitor.

Chief executive Jon Wright described it as healthy competition, saying: “We know we offer one of the biggest and best facilities in the area and I’m sure that having a rival gym next door will not hinder our success.”

The group will be also be opening sites in Bradford, its sixth in Yorkshire, and Hounslow, its first gym in London.

The firm is declaring their first foray into the capital as “the cheapest gym in London” though it has not disclosed an investment figure for the site.

A £1m investment in a Bradford branch means that the homegrown firm has now invested £6m in the region.

The business operates clubs in Leeds, Doncaster, Wakefield, Castleford and Rotherham.

Jon Wright, Xercise4Less chief executive officer, said: “Henry and the team have done a fantastic job over the last few months and I have no doubt that they will make Bradford just as successful as its Yorkshire counterparts.

“Hounslow is certainly one of our most ambitious ventures and we can’t wait to finally open our doors in a few weeks’ time.”