easyJet founder and entrepreneur Sir Stelios Haji-Ioannou has unveiled plans to expand the easyGroup vehicle, with the UK launch of a new budget fitness club chain in 2011.

The new easyGym venture is the result of a partnership with Fore Fitness, a subsidiary of Fore Capital Partners which has agreed a brand licensing deal to operate and market the gym chain. easyGym will aim to offer consumers "conveniently-located" gym facilities at affordable prices using a similar business model to the one used across the easy group of companies, which will place a focus on value for money.

Sir Stelios said: "As a gym user, I have noticed many inefficiencies in the system and believe there is a simpler and more efficient way to cater for the needs of the consumer. "Together with Fore Fitness and its investors we will aim to offer value for money in this sector. My own resolution following this deal is to go to the gym at least 3-4 times per week!"

Paul Lorimer-Wing, joint chief executive officer of easyGym, added: "Securing the rights to use the easyGym brand in the gym market is a significant achievement for Fore Fitness. "The partnership offers an exciting platform for the business which is very much in line with our plan to deliver a fun, affordable, fitness and health driven product to consumers who are looking for something fresh."