Global Scaling at Speed


April 22, 2022

PureGym has had eyes on future growth since its inception in the United Kingdom – and it hasn’t stopped. One of the biggest keys to success anywhere is finding the right like-minded and capable partners.

Since migrating to Exerp in 2013 the brand has expanded rapidly throughout Europe. Consider the following results they’ve experienced since the partnership:

  • Growing from 35 to more than 500+ clubs
  • Increasing membership from 300K to more than 1,600K
  • A dramatic increase in revenue from £69M to £447M
  • The acquisition of 3 large fitness chains
  • Expansion into Denmark, Switzerland, and Poland

In 2020, PureGym entered the Saudi Arabia market under the brand PureGym KSA, as part of a franchise partnership with Ektimal. Around 40 clubs are planned for major cities by the end of 2025, with the first having already opened in Riyadh.

Now they are adding a franchise model for new locations in the United States of America. Launching in the Washington D.C area under the brand Pure Fitness in a cluster rollout of three locations, they of course have ambitious growth plans moving forward. The new Pure Fitness clubs will operate as part of the PureGym Group alongside sister brands Fitness World in Denmark and Swiss-based Basefit.

Pure Fitness fits a flexible niche in the US with a low cost ($9.99 US per month), a $1 US joining fee, and a contract-free model. The model has proven successful in the UK and Europe.  PureGym also believes their app will play a large role in its success. The app, named the Health and Fitness app of the year at the 2021’s UK App Awards, included 24/7 digital classes to go along with fully automated, 24-hour access to clubs. The business model fits perfectly with the tech-centric, flexible, mobile, and on-my-terms mindset of the younger generations in the states.

From an operations standpoint, Exerp’s ability to move billing in-house has helped PureGym to recoup bounce fees. Additionally, the enablement of new campaign management capabilities, membership add-ons, and member self-service has helped to recruit and retain members around the world.

You can check out a timeline of PureGym’s success with Exerp.