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Regular readers of Springwise may remember our article on Jetts Gym, the no-frills gym that was able to offer cheaper rates as a result of its “bare-necessities” approach. Taking the idea a step further, this summer easyGym will be launching their first two stripped-back gyms – operating on a pay-as-you-go system. Created by Sir Stelios Haji-Ioannou, the first two UK-based gyms will be in Slough, Berkshire and in Wood Green, London. The gyms — established following a deal with Virgin Active and a licensing deal with Fore Fitness — are not expected to have many of the luxuries found in other gyms, such as saunas or swimming pools. Rather, the emphasis is on value, with no fixed annual contracts and with fees starting at GBP 15 a month. In the words of Paul Lorimer-Wing, Joint CEO, “We’re ripping up the rule-book in the fitness sector by ensuring members pay for the stuff they use, not the stuff they never use!” A glimpse of the interior also shows the easyGroup branding making its presence felt on the walls and pillars of the gyms, leaving users in no doubt that they are sampling one of the brand’s low-cost products. EasyGroup have already proven that their low-cost model can reap huge rewards. Applying this model to gyms — where luxuries are often expected — could open the facilities to a broader audience willing to compromise for value. Could you strip back some luxuries in your industry to offer a value-focused alternative? (Related: No-frills gyms, open 24/7 — Drive-by gyms.)