A fitness franchise specifically targeting people who are too self-conscious to join a traditional gym has been launched in the UK.

Piloting for 18 months, Attiva Franchising has been developed to attract ordinary people who understand the benefits of regular exercise, but are reluctant to join a gym because they are embarrassed by their shape, weight or age.

The concept has been launched by Craig Farman, the founder and managing director of Rubicon West – which specialises in the design and build of leisure and retail facilities – and Richard Noble, who founded Planet Fitness – the original business in Malvern which became the pilot for the Attiva franchise.

Farman said that many people feel alienated by the clubs currently on offer: “They dislike the noise and frenetic atmosphere of many places and are seeking a more gentle approach to fitness. We want people like this to join an Attiva club where they will not feel out of place.”

He said staff are the most important element when it comes to developing a non-threatening club. The pilot site in Malvern has five staff who each perform all roles in the club. They know each of the 800 members and range in age from the mid-20s to mid-50s, thus mirroring the membership.

In addition to selecting the right calibre of staff, Noble and Farman have designed the club to include subdued lighting and soft music and offers user-friendly equipment from SportsArt. Facilities include a gym without mirrors, a group exercise studio, a licensed bar and coffee lounge, treatment rooms and a solarium. Other services include a children’s club on Sunday afternoons, a weight-loss programme and nutritional guidance led by a consultant nutritionist from Guy’s Hospital.

All future Attiva clubs will follow the Malvern model, catering for up to 1,000 members, said Noble: We want to recreate the inclusive, affordable and intimidation-free approach that has been so successful in Malvern. We want to everyone to feel welcome and comfortable.”

Talks are currently underway with five interested parties for sites throughout the UK. Franchises will cost around £30,000 for a full health club solution including planning and design, lease negotiations and presales marketing. Franchisees will also receive six weeks of training and ongoing year on year support. “The aim is to let people spend as much time with members as possible to increase customer service and retain members. We will look after all the other back of house services,” said Farman.

The company aims to open four clubs by the end of 2005 and eight to 10 clubs every year for the next four years. Details:www.attivauk.com