A new television channel, offering viewers the opportunity to exercise at home 24-7, will be launched on the UK's digital platform in June.

Fitness TV will be aired for free on Sky and and has an ambitious target of attracting 600,000 viewers a week by the end of its first year.

The content of the channel, which is being launched by Media Fitness, will include a range of daily workouts designed to appeal to a variety of viewers – from regular gym members to people who might find attending a gym daunting.

Luan Underwood, managing director of Media Fitness, says the company does not look to compete with gyms and health clubs, but to complement the sector by offering the option of a work out at home.

"We are positioning the channel as an additional workout option, not as a replacement to gyms, fitness and wellbeing classes," she said.

"We would also like to capture the imagination of the 80 per cent of UK citizens that have never visited a gym and inspire them to do so."

The channel's revenue stream will come from advertising, sponsorship, merchandising and a wide range of online activities – Fitness TV will also be available for viewers online.