The England rugby international and Northampton player (pictured) has opened his franchise business, which offers functional group training, in Bath.

Short for Functional 45, F45 is an Australian fitness brand that has over 1,500 franchises in 37 countries.

It plans to open a further 50 locations in the UK this year.

James explains: “I first tried F45 in the USA when I was over there on holiday and found the circuit-based training engaging and fun.

“It’s all the kind of stuff I would use to get fit for rugby and for the majority of people regular F45 sessions are everything they need to maintain and achieve good levels of fitness.

“I think people are crying out for an accessible, group-based fitness programme that isn’t intimidating and, most importantly, delivers amazing results.”

He says Bath has a young, fitness focused demographic, which suits F45’s target audience and ambitions.

James’ studio will incorporate unique F45 equipment, including the latest innovation in patent protected fitness-based technology, as well as post-activity workout reporting that results in an enhanced customer experience.

With an extensive range of 35 high intensity group training programmes, no two F45 classes are ever the same.

Workouts are 45 minutes long, fast paced and overseen by F45 coaches, including James himself, who will be taking a number of sessions every month.