WHILE MOST businesses are retrenching, 30-year-old Irish businessman Jamie Myerscough is planning to open more Educogym franchised fitness centres in Dublin.

Myerscough, a grandson of legendary horseracing trainer Vincent O’Brien, plans to open his second gym at the Dundrum Town Centre in March – he already has one in Blackrock.

The gyms don’t come cheaply. Each one costs about €300,000 to open, with specially-designed machines employed for workouts based around retaining muscle mass as you get older.

Gym users get the benefit of a personal trainer for each session, which lasts for only 20 minutes at a time. “We’re a niche operator, we’re much more results focused,” he says.

It’s a different take on fitness and one that, at €250 a month, has a hefty price tag, although there’s no joining fee and people don’t have to sign a year-long contract.

Launching in the midst of the worst recession in living memory will test Myerscough’s mettle, especially as his target is to sign up about 300 punters per gym.

Myerscough, who tried his hand as a professional golfer, describes it as “great value”.

“If you’re going to do something, you might as well be sure you’re getting good results.”

If Dundrum works out, he’ll open a third gym in Ranelagh. “We’ll see how trading goes.”