Budget gym operator Xercise4Less has become the latest firm to turn to Icon to provide training for its frontline staff.

The training programme includes qualifications for customer-facing staff, as well as employees in team leadership and leisure management.

Training provided by Icon will be rolled out across Xercise4Less’ 45-club estate across the UK. The operator is scheduled to open 15 more clubs by the end of 2017.

Icon Training director Gary Denton said Xercise4Less’ approach to gym membership – which offers subscriptions from £9.99 per month – was “refreshing and necessary to improve access and overall levels of activity”.

“As a sector we need to help people find ways to participate, at whatever level they can, to ensure realistic and sustainable goals are set and met,” he said.

Simon Tutt, Xercise4Less chief executive, added that the company was “focused on providing a non-intimidating, judgement-free environment that is affordable”.

He added: “Customer service is key to achieving our goals.”