07th November 2023
Xtrafit - Merry Hill
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.