Fe fitness, a private members’ health club opening in east London this month, is targeting members who are committed to achieving their fitness goals. In fact, anyone who fails to meet attendance targets will have their membership suspended.

The 290sq m (3,121sq ft), independently-owned studio’s model is based on a 12-week Metamorphosis Challenge, which will see clients pay £960 for individual diet plans and training schedules designed to maximise their potential.

The club, located in Bethnal Green and due to open on 26 September, is owned by Justin Maguire, a personal trainer and entrepreneur who believes most people need “severe re-educating” when it comes to diet and fitness.

“We want to create change in those who are committed to greater health and body composition,” he says. “It’s not about overwhelming those who can’t truly commit to the cause.”

He continues: "Working in fitness has taught me a lot about the issues most people face in sustaining an active lifestyle. Often, work or family commitments overwhelm clients to the point of not being able to sustain an exercise and nutritional plan properly.

“Fe not only advocates exercise and diet, but rather educates clients on how to devise a strategy to fit the demands of ever-changing corporate lifestyles.”

The 12-week programmes will feature functional and small group training sessions using a range of bespoke equipment supplied by UK-based manufacturer Watson – custom rig and cable stations, a range of benches, dumbbells and barbells. There’s also a wide range of functional equipment such as medicine balls, ropes, kettlebells and resistance bands.

As well as fitness training, members will be offered nutrition and stress management programmes, personal training and sports massage therapy.

So what happens if members find they’re unable to commit to the programme and have their membership suspended?

“There will be an opportunity to rejoin the challenge when all aspects of commitment can be managed,” says Maguire. Suspended individuals wanting to rejoin the challenge need to track their meals for two weeks showing “commitment” to wanting change.

Once the 12-week metamorphosis is complete, clients can opt in to continue as members at the club as ‘graduates’.