Fitness operator Movers and Shapers has opened its first in-store location with the opening of a personal training studio in Fenwick Bond Street in Mayfair, London.

The company, which now operates five sites in the capital and a further three nationwide, will offer Fenwick customers the chance to take part in bespoke personal training sessions while shopping. Located on the second floor as part of a series of lifestyle services on offer at the department store, Movers and Shapers uses Fitbug and Power Plate equipment to help users increase fitness levels and lose weight.

The concept, which offers two 30-minute instructor-led sessions a week, aims to open more than 100 new stores and is designed for people too busy or unwilling to spend time at a regular health club. Jill Strieder, managing director of Fenwick Bond Street, said: "We strive to surpass our customers' needs by gathering all the most innovative, highest quality elements under one roof, right in the heart of Mayfair."