The owner of a Norfolk gym chain says he believes he can build the firm to be the “biggest in the UK” after more than doubling his locations in the past year.

Dan Williams launched his company Club 100 in 2021, which he said was due to the pandemic allowing him to reflect on what he “really wanted” from life. 

As a personal trainer of more than 15 years, the dad from Caister-on-Sea spotted a gap in the market.

He said while there were plenty of luxury gyms out there high membership numbers made it hard for people who were “afraid of busy gyms” to work out in peace. 

Eastern Daily Press: Brad Williams, from Norfolk, launched Club 100 two years agoBrad Williams, from Norfolk, launched Club 100 two years ago (Image: Brad Williams)

His eureka moment came when he realised the facilities already existed in hotel gyms, which are normally only open to guests.

And with many hospitality businesses looking to diversify their income streams, the idea presented an opportunity to monetize their fitness rooms.

Now, Club 100 works with hotels to open their gyms to the public, providing exclusive memberships for those looking for an alternative to traditional gyms. 

The firm opened 10 new locations in its first year and more than doubled that in the past 12 months with locations in hotel chains like Marriot and Novotel. 

Next year, the company will enter a partnership with gym equipment supplier Technogym, which Mr Williams said would help them reach more hotels in Europe and the USA.

He said: “We have a target of launching 40 new locations in the next 12 months - and that’s a conservative estimate.

“If a big chain says yes to us opening in just 10pc of their hotels that could be another 80 sites for us.

“It’s exciting to think that little Brad Williams from Norfolk could soon be taking on the big guys to become the biggest gym provider in the UK.”