Online fitness marketplace PayAsUGym is to undergo a rebrand as the service shifts its focus on supporting mid-market and premium health club operators reach a millennial audience.

As part of the rebrand, the fitness marketplace – which currently works with more than 2,700 gyms and health clubs across the UK – will change its name to Hussle.

"When PayAsUGym was conceived almost 10 years ago as the original fitness marketplace, the name of the company worked well," said Neil Harmsworth, COO. "It was easy to understand and described what the users did: got one-off gym passes on a pay as you go basis.

"Since then a lot has changed and our customers have evolved. The digitally-savvy, 18-35-year-old market lead busy, varied lives. They’re looking for a simple way to fit fitness into their lives, not just a quick gym fix."

Harmsworth said the company has added services – such as the Monthly+ Pass – to its mix, which has allowed customers to access upscale gyms and health clubs through a premium-priced reciprocal membership.

"This change in service, target audience and participating clubs meant that the name 'PayAsUGym' was no longer fit for purpose," Harmsworth said. "It felt transactional and didn’t match up to the great experience we offer – and it no longer described how people interact with us.

"Our new name, Hussle, is inspired by people who want to make the most of their lives – and Hussle to make that happen. These people are cool, they’re switched on, and they’re looking for smart ways to fit fitness into their lives. And that’s exactly what we’re all about, helping these customers access the best clubs in the country."

To launch the brand, Hussle will invest in a national marketing campaign throughout May, June and July.

The rebrand comes less than a year after the company secured a £6.5m Series A investment round led by Albion Capital.