Pure Fitness

The value gym market is booming. Now is the time to get in on the action!

You can do so by partnering with Pure Fitness, the US brand of global fitness powerhouse PureGym, a leading provider of high-quality, flexible, low-cost gyms around the world.

Let’s go back to the beginning. 

PureGym was founded in the UK in 2008 on the premise that going to the gym should be flexible, easy, and affordable for everyone. We pioneered the model for high-quality, flexible, low-cost gyms and emerged as a challenger brand to mid-market and premium gym chains. 

PureGym is now the largest gym chain in the UK and the second largest in Europe, with over 595 gyms and 1.9 million members across six markets globally. We launched our first gyms in the United States in 2022 under the Pure Fitness brand and have ambitious plans for expansion across the region. 

But we aren’t stopping there. 

Our mission is to inspire healthier nations. We are seeking ambitious multi-unit franchisees that can scale our successful concept in key global markets. 

Our winning formula 

Pure Fitness has a powerful and highly disruptive customer proposition, which is differentiated from traditional gym operators, appeals to a broad range of consumers, and is perfectly suited to expansion via franchise:

• Low-cost, no-contract memberships offering 24/7 access – We want to make it as easy as possible to go to the gym, which is why we offer low-cost memberships without any contractual commitment. Members have the freedom to freeze, leave and re-join whenever they want and are able to do so in a matter of minutes through the Pure Fitness app. Most of our gyms are also open 24/7, allowing members to workout whenever it suits them, providing unrivalled flexibility.
• High quality facilities at affordable prices – We offer members outstanding value for money. Each gym provides members with hundreds of pieces of state-of-the-art equipment, a wide range of classes included in the membership price, multi-purpose training zones and most gyms also have spacious studios. Members can also access highly qualified personal trainers to help them reach their fitness goals. 
• Industry-leading technology - Innovative technology has always been at the core of our success, creating a seamless customer experience for members and driving the business behind the scenes. The Pure Fitness app provides contactless access to the gym, enables members to book classes, view workout plans and access health and nutritional advice. 
• Capital efficient and technology-enabled business model - Low staff costs, which typically amount to 9-12% of revenue (around 50% of industry average), a dynamic and competitive pricing model and a digital-first approach to member interaction, all help to keep operational costs low.
• Highly adaptable concept – We have proven formats for a wide range of site sizes and can adapt well to different property market and population concentrations. By combining Pure Fitness’ winning formula with a franchisee’s local expertise, the opportunities for success are endless.

So, why should you become a franchisee?

By becoming a Pure Fitness franchisee, you can join our mission of inspiring healthier nations and work with a purpose-led business with a highly attractive returns profile. 

We offer a fantastic opportunity to invest in the large and attractive global health and fitness market. People are prioritising their health and wellbeing more than ever before and affordability is an important factor in deciding where to work out. The high-value low-cost gym market has seen huge growth as consumers trade down from more expensive, mid-market fitness offerings. Now is the time to get in on the action. 

Our model has been tried, tested, and adapted across different markets and is ideally designed to support multi-unit franchisees looking to capitalise on the growing affordable fitness market.

What does the ideal Pure Fitness franchisee look like?

We’re looking for franchisees who share our vision, have the capability and capital to develop market leading gym and fitness businesses in their markets. 

We have ambitious expansion plans, and we want to see our ambition matched by a multi-unit franchisee. We therefore require potential investors to have a minimum net worth of $2,000,000 and a minimum of $500,000 in liquid assets.

Where is the next great franchise opportunity?

PureGym is already the market leader in the UK and Denmark and the second largest operator in Switzerland. Our first master franchisee is the Al Hokair Group and the first franchise gyms opened in the Kingdom of Saudi Arabia (KSA) in 2021 under the PureGym Arabia brand, followed by openings in the United Arab Emirates (UAE) in 2023. PureGym Arabia now has 20 franchise gyms in operation in KSA and the UAE, with plans to open as many as 130 gyms across the wider Middle East and North Africa (MENA) region by 2027.

Whilst we’ve got these markets well covered, there are plenty of other opportunities to bring PureGym to a new market and drive the next revolution in affordable health and fitness. 

Our target markets include: 

North America – the US fitness and franchise markets are some of the largest in the world, valued at $35 billion (IHRSA 2020 Report) and $860 billion (IFA 2023 Franchising Economic Outlook) respectively. There is huge potential for the right franchisees to build on this momentum and take Pure Fitness’ high-value, low-cost concept nationwide, as well as into Canada. 

Asia – with very limited provision of high-value, low-price gyms in Asia, there is also a fantastic opportunity for the right franchise partner to bring flexible, affordable fitness to a brand new or underpenetrated market. Markets that we think are ripe for franchisees to launch our concept into include India, Japan, South Korea, Vietnam, the Philippines, Malaysia, Indonesia, and Thailand.

What support will Pure Fitness offer you?

We offer extensive support to franchisees in all areas of the business. As a Pure Fitness franchisee, you will have access to our in-house real estate, gym design and development experts who can offer guidance and support from site selection all the way through to the design and construction phase.

Once you’re up and running, our marketing team will support you to raise awareness of the brand in-market. They will provide advice along the way from pre-sales tactics to building out a digital marketing member acquisition strategy.

Operationally, there will be support from our highly experienced operations team to help develop and train the gym team and continually improve the business.

On the technology side, we will work with franchisees on the IT development and execution, to ensure every member journey is digitally-enabled.

Next Steps

Want to help us achieve our ambition of inspiring healthier nations? The value gym market is booming and now is the time to get in on the action. Don’t miss out – consider starting a Pure Fitness franchise today and contact us at franchise@purefitness.com.

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