Fitness First Middle East is to launch an entirely new budget chain for the region.

Speaking to local media, CEO George Flooks said the company had looked at the budget sector "for a number of years".

He added that the new, as-yet-unnamed brand would make its debut later this year.

A spokesperson for Fitness First Middle East told HCM the company would be revealing more details on the budget chain "in the coming weeks".

The news comes just days after the group announced plans for a "radical new direction" with a range of next-generation club concepts.

According to Flooks, the chain will open 10 new clubs – eight in the UAE and two in Bahrain – which look to cater to a "growing demand for holistic fitness solutions" across the region.