Top-end US operator Equinox has entered the no-frills market with the opening of its first budget clubs, under the brand name Blink Fitness.

Charging just US$20 a month, Blink Fitness launched in January with three locations in the New York area: New Jersey, Westchester and Manhattan.

"After the recession hit, we started to look at places like Planet Fitness and saw an opportunity for us to enter this space with a creative expression of what fast, fun and affordable fitness can look like," says Dos Condon, Blink's vice president.

The new clubs offer the same Precor and Life Fitness cardio and strength equipment as at Equinox.

There are also stretching areas, plus functional zones featuring Pavigym flooring, including elements such as ladder drills and hopscotch. The clubs do not, however, offer group fitness classes or personal training.

Blink targets non gym-goers, who might not be willing to pay the usual high membership fees, and those wanting a convenient workout option to complement existing exercise routines.