The Gym Group has submitted an application to bring one of its facilities to the heart of Richmond.

On behalf of the gym chain, Butterfield Signs Limited proposes new signage next to and on top of M&S on 10 George Street.

Plans reveal a goalpost sign, window graphics, illuminated projecting signs at the front and back of the site, and door vinyls.

The exisiting front signs of 10 George Street (credit: Planning application).

Butterfield Signs Limited explained via its application: "10 George Street is located within a sensitive historic environment and contributes positively to the townscape of Richmond's high street.

"While the building may not itself be listed, its value lies in its role as part of the historic built fabric of George Street and the wider Central Richmond Conservation Area.

"The proposed works offer an opportunity to enhance this contribution, provided they are carefully designed and executed in line with heritage-led principles and in accordance with the guidance of the Borough's Conservation Area Appraisal."

The proposed front signs of 10 George Street (credit: Planning application).

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However, one local resident, Jon Rowles, objected to the proposals, arguing that the signs would be "out of character" and its design "intrusive".

He said: "Taken together, the intrusive metal frame, excessive colour saturation, duplicated signage and obscuring window film would result in material harm to both designated and non-designated heritage assets."

The Gym Group has over 79 locations in London already and 252 across the UK.

The application is due to be decided on 5 January 2026. To read it in full click here. 

The Gym Group has been approached for comment.

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