Warsaw-based Jatomi Fitness has made inroads into Thailand with two branch openings and 10 more planned for Bangkok in the next three years.
Jatomi's presence is a challenge to existing chains Fitness First, Virgin Active, True Fitness and We Fitness Society.
The first Jatomi branch opened at Big C Ratchadamri in August and the second at Tesco Lotus Rama IV on Thursday.
Each branch costs 36 million baht to open.
Jatomi pursues a strategy of opening branches at hypermarkets to reach people in the middle and upper lower classes.
Group chief executive Tracy Gehlan said Jatomi chose hypermarkets due to the diversity of people coming to shop and stroll around. The clubs offer an easy workout on the go.
The Polish fitness chain plans to expand to Bangkok's outskirts soon.
The Asian gym and fitness market has been growing in line with Asians' increasing concerns about their health, Ms Gehlan said.
Jatomi determined the Asian market had grown by 10-20% annually in recent years.
The trend is accelerating in Thailand, with more people going to gyms and fitness clubs.
Jatomi offers a more affordable price than high-end fitness chains while providing a similar quality of service.
"Our pure intention is to invite people to come join our club, which has so many of the same facilities as the other places, but you pay less to get a great experience and good value for money," Ms Gehlan said.
The monthly membership fee is 1,300 baht, while other clubs average about 2,000 baht. No entrance fee is collected.
Jatomi Thailand has 1,600 members so far and expects 3,000 by next year.
The group now has 70 branches worldwide and eight in Asia — four in Malaysia, two in Indonesia and two in Thailand.