Merry Hill to welcome UK debut for fitness operator, XTRAFIT

Sovereign Centros has announced that XTRAFIT, the experience and community driven fitness operator, is to make its UK debut at Merry Hill next summer. The German-born brand will occupy 40,000 sq ft of the former Debenhams first floor, providing visitors with an expectation-defying athletic space, offering premium fitness at an accessible price point.

XTRAFIT Merry Hill will follow the operator’s core values of experience, innovation – always incorporating the latest evolutions of fitness – design, and music, in order to provide its signature high-quality athletic space. Creating a first-rate experience, the expansive open-plan unit promises to be an industry-leading workout zone, for all fitness levels.

A huge range of courses will also be on offer, both for large and boutique style classes, including strength, dance, 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.

Graeme Jones, Director of Asset Management at Sovereign Centros, commented: “The commitment of XTRAFIT as a UK debut is evidence of Merry Hill’s appeal, and the destination’s leasing momentum brought about by our determination to deliver a unique and compelling experience for our visitors. Fitness is an important facet of a well-rounded and future-proofed retail and leisure offer, one that keeps customers coming back, so we are thrilled to be welcoming XTRAFIT next year. When we were appointed to asset manage Merry Hill, a key priority was to find a solution for the former Debenhams unit and the signing of XTRAFIT to occupy an expansive portion of the first-floor space is a significant first step in fulfilling this.”

Laurence Benson, CEO at XTRAFIT, added: “At XTRAFIT we are dedicated to creating motivated 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.”

With 40,000 sq ft of the former Debenhams now let, and the remaining 90,000 sq ft under offer, Merry Hill has crafted a comprehensive and unique solution for this key anchor space; one that will inspire dedicated and repeat trips, as well as creating a more rounded offer for existing visitors. XTRAFIT’s signing at Merry Hill also follows the opening of Hollywood Bowl, a new focal point for the emerging leisure hub.

JLL and Time Retail Partners represent Merry Hill. Rob Howarth at Leisure Division acted on behalf of XTRAFIT.