Kiss Gyms, a new privately-owned health club concept led by chief executive officer Rupert McKenzie-Hill, has opened its doors in Milton Keynes.
Launched in January, the gym – remodelled from a children's activity play centre by design company Createability – is one of the first 24-hour facilities in the region and offers a monthly membership for £14.99 with no contracts.
Gym users are able to access the 15,600sq ft (1,449sq m) Kiss Gym at Knowhill with a PIN code system, while 24-hour CCTV security and assistance is also available.
Matrix has supplied more than 120 pieces of cardiovascular and strength equipment, while a free weights area is also on offer.
McKenzie-Hill - one of the group's owners - revealed plans to open a further 10 Kiss Gyms across the UK, backed by a combination of private, bank and venture capital funding.
"We believe fitness should be available to everyone and we are determined to help create a healthier Milton Keynes by giving good quality at a low cost," he said.
"The formula works exceptionally well in this economic climate and people are starting to realise they don't need to pay a fortune to achieve the benefits of fitness."
Kiss Gyms is planning to open locations in London; Reading; Basingstoke; Swindon; Cheltenham; and Gloucester over the next two years.
Birmingham; Bournemouth; Bristol; Cardiff; and Swansea are also being targeted as part of the group's expansion.