A new health club brand, REPEAT, is due to launch in Denmark in September, with the inaugural two clubs opening that month – in the capital Copenhagen and the country’s third-largest city, Odense.

The new operation is the brainchild of serial fitness entrepreneur Rasmus Ingerslev – his third health club chain, having formerly founded both fitness dk and Fresh Fitness.

The name REPEAT comes from the idea that it’s repetition – creating a habit – that will make you successful with your exercise and drive you towards achieving your goals. With this in mind, the brand has been developed around not just customer satisfaction, but customer enjoyment – helping people find their passion for exercise.

“We’ve focused 100 per cent on what our core audience wants and built our concept around that,” says Ingerslev. “If people leave our clubs because they haven’t enjoyed the experience, we haven’t done our job. We want to become a brand that people love.

“We’re fully aware that REPEAT won’t be huge in Denmark with this approach due to demographics – but we’d rather do 10–15 really great clubs on home turf and then see if we can expand abroad.”

All clubs will open 24 /7, with a wide variety of cardio and strength equipment, free weights and functional training. There will be separate virtual studios designed to match the type of classes offered: mind-body and high intensity (HIIT) classes respectively. Ingerslev is also the founder of virtual class provider Wexer Virtual.

Ingerslev continues: “REPEAT will offer the best of all the experience I’ve gained over the years. It will be super cool. Think of a trendy café with a raw design, industrial elements and loud music, a bit Soho-ish, rather than a traditional health club. It will be an environment where Millennials and those young-at-heart will feel at home and want to train.”

Flexibility and transparency will also be key: although the new clubs will sell memberships – priced at 39 DKK (£4 / €5) a week for unlimited attendance – anyone who doesn’t feel they will get value from this can also choose to pay per visit. A one-off visit will cost the same as the weekly rate.

The clubs will be cashless, with access, purchases and membership management all done by members through an app.