Fitness First Thailand Co is expanding its network through the launch of Celebrity Fitness, aiming to capture a new segment of gym rats.
The merger last year created the largest fitness club network in Asia, he said.
Celebrity Fitness aims to make fitness fun through signature programmes and edgy clubs.
Mr Buchanan said the latest fitness club concept is designed for entry-level people and will be more affordable than Fitness First, aiming at those 20 years old and up.
Celebrity Fitness is expected to open within 6-8 months and will be located in the inner city of Bangkok.
Mr Buchanan said Celebrity Fitness will complement Fitness First in terms of total revenue and customer engagement while giving consumers the greatest possible choice of clubs to visit.
Celebrity Fitness is the largest fitness chain in both Malaysia and Indonesia, famous for "exciting" group fitness programmes.
The brand is expected to engage Thai customers, offering brand-new fitness concepts and innovative exercise experiences.
In 2018, Fitness First plans to increase revenue by at least 6.3%, with personal trainer revenue to increase by 14.6%.
With over 18,500 monthly classes on the schedule, members have choices across the club network. This year's annual check-ins are forecast to reach 6.7 million.
Mr Buchanan said Fitness First Thailand continued to perform strongly in 2017, with more than 78,000 members and 6.3 million check-ins.
He said Fitness First is investing more than 450 million baht to open four new clubs in Bangkok, starting at Central Plaza Rama II last month.
Locations at CentralWorld and Central Festival Hat Yai will open in August and September, respectively, while Club Icon at Iconsiam will open at year-end, with an aim to strengthen Fitness First Thailand as the market leader with 32 clubs.
Fitness First also plans to have 24-hour service for some clubs, but the company did not disclose which locations.
Today there are 78,000 active members at 28 Fitness First clubs.
