Sovereign Centros, a renowned property development and asset management firm, has announced that XTRAFIT, a German-based fitness operator known for its innovative and community-driven approach, will make its UK debut at Merry Hill next summer. This announcement marks a significant milestone for Merry Hill, demonstrating the center’s appeal and the leasing momentum it has gained through its commitment to offer unique and compelling experiences to its visitors.
XTRAFIT Merry Hill will occupy an expansive 40,000 sq ft space on the first floor of the former Debenhams department store. This move is a strategic effort by Sovereign Centros to repurpose and revitalise a significant portion of Merry Hill, aligning with their goal to offer a well-rounded and future-proof retail and leisure experience. The XTRAFIT facility promises to defy expectations by offering premium fitness services at an accessible price point, catering to a wide range of fitness levels and preferences.
The fitness facility will be located on the Lower Mall, where the former Debenhams once stood, and is designed to embody XTRAFIT’s core values of experience, innovation, design, and music. The site will feature an open-plan layout intended to create an industry-leading workout environment. This facility will offer a diverse range of courses, including strength training, dance, trampoline, yoga, boxing, high-intensity interval training (HIIT), and cycling. These classes will take place in multiple state-of-the-art studios, ensuring a comprehensive fitness experience for members. Additionally, XTRAFIT will operate 24 hours a day and provide wellness facilities such as saunas, massage chairs, and luxury changing rooms, enhancing the overall member experience.
Graeme Jones, Director of Asset Management at Sovereign Centros, highlighted that the arrival of XTRAFIT at Merry Hill is a testament to the location’s appeal and the center’s ongoing efforts to create a unique experience for its visitors. The introduction of a fitness element is considered crucial in offering a balanced and future-oriented retail and leisure mix, expected to drive repeat visits and enhance the overall appeal of Merry Hill.
Laurence Benson, CEO of XTRAFIT, expressed the company’s dedication to fostering motivated communities centered around empowerment, inclusivity, and healthier lifestyles. The Merry Hill location is set to be the first step in XTRAFIT’s ambitious UK mission, aiming to improve health and wellness by providing high-quality fitness environments at accessible price points. This aligns with the brand’s commitment to building community-focused and inclusive spaces.
Jonathan Poole, Centre Manager at Merry Hill, also shared his excitement about welcoming the UK’s first XTRAFIT. He emphasized that this addition marks Merry Hill’s first foray into the fitness space and is part of a broader strategy to transform the center into a more dynamic and experience-rich destination. The recent openings of other major brands like Starbucks, Wagamama, and Hollywood Bowl, along with the upcoming introduction of XTRAFIT, are indicative of Merry Hill‘s evolving focus on providing diverse leisure, food, and drink options to its visitors.
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