Merry Hill welcomes fitness operator for UK debut

Fitness operator XTRAFIT is set to make its UK debut next summer at Merry Hill Shopping Centre in Dudley.

The German brand will occupy 40,000 sq ft of space in the former Debenhams department store, providing athletic space and offering a range of courses.

The open-plan unit aims to be an industry-leading workout zone for all fitness levels.

Open 24 hours a day, XTRAFIT will provide members with additional services including saunas, massage chairs, and changing facilities.

Graeme Jones, director of asset management at Sovereign Centros, said: “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.”

The remaining 90,000 sq ft of former Debenhams space is now under offer.

The signing of XTRAFIT follows the recent opening of Hollywood Bowl at Merry Hill, a new focal point for the scheme’s emerging leisure hub.

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