Fitness brand XTRAFIT to open first UK location at Merry Hill

14 November 2023

Merry Hill is set to welcome XTRAFIT, the experience and community driven fitness operator, which will make its UK debut at Merry Hill next summer.

The German-born brand will provide visitors with an expectation-defying athletic space, offering premium fitness for an accessible price.

XTRAFIT Merry Hill will be located on the Lower Mall in what was formally Debenhams’ first floor. It will follow the brands’ core values of experience, innovation, design and music, to provide its signature high-quality fitness and wellness space.

Creating a first-rate experience, the expansive open-plan space promises to be an industry-leading workout zone, for all fitness levels. A huge range of courses will be on offer, including large and boutique style classes, from strength, dance, trampoline, to yoga, boxing, HIIT, and cycling, held in multiple state-of-the-art studios.

Open 24 hours a day, XTRAFIT will also allow members access to wellness facilities including saunas, massage chairs and luxury changing facilities.

The XTRAFIT announcement comes as Merry Hill continues to expand its leisure offerings, with the recent opening of Hollywood Bowl, Starbucks and Wagamama.

Laurence Benson, CEO at XTRAFIT, added: “At XTRAFIT we are dedicated to creating motivating communities that believe in empowerment, inclusivity, and the pursuit of a healthier lifestyle. Our Merry Hill opening will be the first step in our exciting UK mission: to better the health and wellness of everybody by building high-quality athletic environments at an accessible price-point.

“At Merry Hill we have the opportunity to pursue our mission at not only such a key regional location, but a destination that aligns with our community-focused values.”

Jonathan Poole, Centre Manager at Merry Hill, added: “We’re excited to welcome the UK’s first XTRAFIT at Merry Hill. This also marks our first fitness space to the centre, and we look forward to introducing a brand that gives visitors the chance to experience its premium but affordable fitness and wellness facilities before anyone else in the country.

“The centre is rapidly changing, offering shoppers unrivalled convenience plus more and more experiences. The options for how our visitors spend time with us is expanding considerably, with the recent openings of Starbucks, Wagamama and Hollywood Bowl. The addition of XTRAFIT in 2024 will further build on the exciting leisure and food and drink offering at the centre, with more exciting announcements coming soon.”