London-based fitness group Soho Gyms has announced it will be “ready for substantial growth in early 2004”.

This follows a recent streamlining and centralising of company operations that was spearheaded by new managing director, Mike Crockett.

Orginally opened as West End Gym in January 1995, Soho Gyms now operates four central London gyms, each of which offers a unique soundtrack with DJs from clubs such as Ministry of Sound and Turnmills playing live on the gym floor during weekday evenings.

The company operates without either joining fees or binding contracts and reduced membership fees by 25 per cent in January this year.

Soho Gyms owner Jeremy Norman said: “Our policy has always been to do the simple things well and emphasise the social aspect of our clubs, and not to simply regard our members as numbers.

“This has built the foundation of the strong position we are in now and it is this strength that has allowed us to reduce our fees at a time when competitors are struggling to make ends meet and now that all of our clubs are thriving, it is a gesture of thanks to our members.” Details: www.sohogyms.com