The Ben Dunne Group has expanded its health and fitness offering by opening a fourth club - its first 'high value' site.

The new facility in Lucan, West Dublin, offers a 1,500sq m gym with strength kit from gym80 International - including a 500sq m free weights area - and CV equipment from Technogym.

The 'high standards:low prices' vision at Ben Dunne Gym is similar to the company's other sites, but the new club offers no pool or wet features and membership is priced at just €175 a year.

"The aim of Ben Dunne Gym is to offer world-class fitness facilities at an affordable price," says director Mark Dunne.

"The gym industry is full of companies charging outrageous prices; sooner or later members will refuse to pay them, particularly in these challenging economic times."

However, Dunne prefers not to use the term 'low cost' or 'budget' to describe the new club. "This has connotations of comparing us with low-cost airlines, where customers can feel they've received a less than satisfactory service or product in return for paying a low price," he says.

"Ben Dunne Gym offers facilities to rival premium gyms, but also real value thanks to an incredibly affordable price and no hidden charges. "We're delighted with the response and now plan to roll out the concept."