Vida, the Scottish sports and leisure group, plans to open five gyms in the Republic over the next six months, creating 150 jobs.
Each will boast several five-a-side soccer pitches, a facility the company is confident will attract individuals who may not have previously considered joining a health club.
The gyms will operate on a pay-to-use basis with no annual membership. Vida hopes this will distinguish it from luxury competitors and firmly establish it in the middle-income market.
Sites have already been acquired in Waterford and Galway, and Vida is submitting a €2.6 million tender to south Dublin county council for a 14-pitch and gymnasium project at Ballyowen Park, Clondalkin.
Negotiations are ongoing to secure two further sites in south and north-west Dublin. The company is also looking for opportunities in Cork and Limerick.
Regional director Mr Conor Brannigan said the Vida model would revolutionise the Irish leisure sector.
He said: "The stated aim is to raise the standard of facilities presently on offer in the Irish marketplace through the incorporation of gyms in our latest facilities - a unique offering differentiating us from existing operators."
He added: "Our intention is to address that need through the introduction of a quality leisure activity product catering for a broad range of needs. The advent of five-a-side facilities incorporating gymnasiums will provide a whole new leisure concept to Ireland.
"Leisure is one of Ireland's fastest-growing sectors and has huge development potential. It has been recognised that recent years have seen a marked shift in Ireland towards a healthier, leisure-based culture, though there is presently a lack of facilities to meet these demands."
Vida was established two years ago with €20 million backing from venture capital partner Charlotte Investments, the private equity and transaction support division of Murray International Holdings. It has 14 UK sites, generating €7 million turnover annually.