There’s a new gym coming to town, but it has all the markings of a brand that’s very familiar for Londoners.

GoodLife is launching a new affordable line of fitness centres. Strip away the bells and whistles of their typical gym — no group exercise classes, child care or massages — and at the same time, slash the price.

That’s the idea behind Fit4Less.

The fitness industry is just one more casualty of an economic downturn and families’ tight chequebooks.

“It’s the same as any other industry,” said Don Morrow, a professor of health sciences at Western University.

“I also suspect it might be an initiative to create a new market niche.”

GoodLife hopes the new venture will target a new audience, people who might be nervous working out alongside seasoned gym-goers.

“The number 1 reason people don’t exercise is intimidation,” said GoodLife Fitness chief executive David Patchell-Evans.

Fit4Less is a low-risk way to get your fitness on.

A mere $10 per month gives you access to the equipment, while $20 per month nets extra privileges such as guest passes, half-price drinks and sun tanning.

“Most people go for the $10. They just want a place to work out,” Patchell-Evans said.

The core of the Fit4Less venture is identical to the GoodLife mission, he said.

“What’s common between both clubs is the whole idea that everyone’s welcome, there’s no judgments, and people feel comfortable.”

Fit4Less will hope to bank on the popularity of the GoodLife empire that Patchell-Evans began in London in 1979.

At a time when economic conditions aren’t leaving much room in the budget for the gym membership, a trend toward budget gyms provides options for Canadians with different income brackets and work schedules.

“It’s an admirable vision for Canadian society,” Morrow said of the effort to bring exercise to all Canadians, regardless of income.

Patchell-Evans said it’s a starting point for cash-strapped or tentative exercisers. They can always “upgrade” to GoodLife later on. It’s like choosing wine, he said.

“The first glass of wine you had probably didn’t cost very much. But as your tastes mature, you kind of say, ‘It’s worth it to pay a little more for the glass of wine.’”

megan.stacey@sunmedia.ca

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BY THE NUMBERS

5-6: Fit4Less gyms to open in London in the next 18 months

50: Fit4Less gyms to open by 2015

500: Fit4Less gyms to open across Canada

13: GoodLife Fitness clubs in London and area

42,000+: GoodLife members in London and area

1 million+: GoodLife members across Canada