SA Fitness, a new health club operation set up in South Africa by owner Nash Cohen, opened its first club last month.

The R3m (£224,300), 1,000sq m, 5,000-member capacity club is located in Ballito on the north coast of Durban, a rapidly-growing upmarket area of the city, targeting the mid/upper-mid market with a mass-appeal, non-intimidating brand.

The main gym - equipped by suppliers including Star Trac, Technogym, Concept2, Expresso and Octane Fitness - offers a view of the sea.

In addition to CV and strength kit, it also features a boxing ring for personal training, two group exercise studios, two outdoor chill out zones, a crèche and a juice bar.

Classes include South African Pole Dancing, a boot camp on the nearby beach, and Extreme Kettlebells from Optimal Life Education.

"For some people, entering a club can be incredibly intimidating," said Cohen. "Above all, we must recognise this and create an environment that's welcoming and enjoyable for all.

“Members join a club to get strong, but the best strength a club can give someone is mental strength. Create a comfort zone for members so they feel they belong, and feel energised and empowered when they leave."

Three more clubs are in the pipeline: in Bluff, Durban; in Goodwood, Cape Town; and in Hermanus, Western Cape.