Urban Gym Group is adding to its network of fitness clubs with the opening of a new TrainMore site in Amsterdam.

Located in Tower 10 at the heart of the city's Zuidas business district, TrainMore Beethovenstraat will feature a large gym floor and the brand's trademark training environment, which includes group exercise studios, live DJs and regular member events, such as locker room parties and challenges.

Once open, the club will become the 29th in the TrainMore portfolio and will offer the brand's reward concept, which sees members receive a €1 discount per workout they do.

Neil Randall, CEO of Urban Gym Group, said: "The opening of TrainMore Beethovenstraat at the Zuidas, shows our continued drive and focus in helping our members achieve their potential and soon we will be able to announce many more.

"We have a strong pipeline of new properties through our links with property portfolio owners who know our brand and see the value we add in their schemes.

"We're also still in talks with fitness clubs in Amsterdam and other major cities across the country where we can continue our existing growth activities," he said.

TrainMore is one of four health club and studio brands operated by Urban Gym Group. ClubSportive is a single-site, premium brand club located in the same Zuidas area as the new TrainMore club, while the BTY CLB concept offers beat-based glute workouts at pop-up locations – such as nightclubs – and has a large online community. Urban Gym Group also has the franchising rights for boutique fitness franchise TRIB3 across the Benelux countries.

In addition, the group – which is owned by co-founders, Marjolijn Meijer and Jordy Kool – operates a wellness brand focusing on spa treatments and relaxation, called Renessence.

High Studios, founded by Barbara den Bak and previously part of the group, was permanently closed on 1 April this year at both standalone locations and where there were club-in-club studios within TrainMore clubs.

Members were offered the opportunity to transfer credits to TRIB3 or to a personal TrainMore account, or to apply for a refund.

The move was widely believed to signal a new focus on the more successful TrainMore brand.

The announcement of the new TrainMore site in Amsterdam follows the appointment of Ben Dixon as chief development officer earlier this month (May 2023) and a €16m raise in 2022 to fund growth.

Dixon has been tasked with the roll out and expansion of all clubs, management of facilities and maintenance.

Previously, he served as chief development officer at Anytime Fitness and held senior positions at Topnotch Health Clubs, LA Fitness Health Clubs and Pure Gym.

To read an interview with Meijer and Kool, click here for HCM Issue 10/2021.