Train Fitness will launch its concierge-style personal training and group exercise concept at a hub in Southwark, London this February.

The brainchild of Steele William and Michael Betts - the team behind PT training company Fitness Industry Education (FIE) and fitness fx - Train will charge no membership fees, opting instead for a model based on PT and Gx payments.

The newly-built three floor facility, housing virtual video walls, fingerprint access control and modern changing facilities hopes to break into the high end, exclusive London marketplace.

“Our PT model offers an a la carte approach, which means guests can choose the fitness specialist(s) they’d like to work with based on their goals and budget,” Business Development Manager Amanda Hart told Health Club Management magazine.

Hart believes Train can create a future proof training facility, to provide fitness professionals from all areas of the industry in an environment designed to give the best possible learning experience.

The brand aims to become a centre of excellence for both education and performance in the heart of London, hoping to capture London’s lucrative PT audience.

“Our hand-picked PTs and Gx instructors, some of whom are International Master Trainers, are result-orientated masters of motivation who foster an exceptional culture on educating their guests on change, progression, innovation, effective and efficient time lines.” says Hart.

While further expansion isn’t currently in the pipeline, Train hopes to roll out facilities in other prime locations at some point in the future.