Business partners Adam Payne and Philip Asker have opened their first Urban Fitness-branded health club in Henley-On-Thames, Oxfordshire.

The 4,500sq ft (418sq m) club is the first of a number of planned launches for the independently-owned company.

The strategy is to establish a high-end gym offer with a friendly club atmosphere and high levels of interaction between members and staff, which aims to ensure that "everybody feels welcome" and enjoys their workout experience.

The first club offers a range of Matrix Fitness equipment - including the G7 strength range and the full 7xe cardio range, which comprises treadmills, ascent trainers, ellipticals, upright bikes, recumbent bikes and hybrid bikes.

The cardio equipment is also enhanced with Virtual Active(tm) technology. The fully interactive video based cardio workouts allow users to run, cycle or hike different iconic destinations, such as San Francisco and the Grand Canyon.

Co-owner Payne said: "I wanted a place where people can come and feel comfortable working out."

"The gym can become very boring if you are not careful and that puts people off. We are looking to create an atmosphere that makes it more fun, and where people can come and work out together."