A US-based team of experts has been recruited to build the international arm of one of Los Angeles' most famous fitness brands, World Gym.

Jim Teatum, former president of Nautilus' commercial division and senior market development director for Reebok International, and George Jackson, a club developer/owner and financial consultant previously with KPMG International, will handle the brand's international development and franchise growth.

Founded in 1976 by Joe Gold, one of the original 'muscle beach' ringleaders, World Gym targets 18- to 34-year-olds with a mid-priced membership offer and innovative programming based on the 'West Coast California' theme, where serious fitness meets celebrity.

World Gym already has more than 200 locations worldwide - in the US, Canada, Central and South America, Africa, Russia, Asia, Australia and the UAE.

It was recently purchased by the Cammilleri family, who have invested in a major rebranding exercise and plan to elevate the brand to a pre-eminent position in the global market.

World Gym has chosen Precor as its primary fitness equipment provider.