PureGym
PureGym is the UK's largest private budget gym operator, running 714 low-cost, 24/7 fitness centers across the UK, US, Switzerland, and Denmark serving 2.28 million members via no-contract monthly subscriptions.
- Company typePrivate
- Founded2009
- HeadquartersLondon, United Kingdom
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What PureGym does
PureGym is the UK's largest private gym operator, founded in 2009 and headquartered in Leeds. As of December 2025 it operates 714 fitness centers across four countries — the UK (450+ locations), the United States (New York and New Jersey), Switzerland, and Denmark — serving 2.28 million members. The company pursues a low-cost, no-contract membership model with monthly subscriptions priced between £18.99 and £31.99 across three tiers (Off-Peak, Core, Plus), plus joining fees, day passes, personal training, corporate programs, and a discounted student tier verified through UNiDAYS. The 24/7 access model is enabled by PIN-based entry pods that allow unstaffed gym entry, materially reducing labor cost per member.
The underlying technology stack centers on the Exerp membership management platform for applications, billing, class booking, and account management, paired with an award-winning iOS/Android app for member engagement. Digital conversion is optimized through AB Tasty-powered A/B testing, which has delivered a 3.4% conversion uplift, alongside analytics tooling (Google Analytics, Microsoft Clarity) and structured experimentation routines across product, data, development, and marketing teams. Member acquisition is predominantly digital and direct-to-consumer via website, app stores, paid search, SEO (50,797 Universal Search appearances), and social channels (559,200 Facebook, 240,400 Instagram followers).
PureGym generates revenue through recurring monthly subscription fees as its primary stream, supplemented by joining fees, personal training, day passes, corporate contracts, and ancillary partnerships (e.g., Lucozade vending, Vitality health insurance integration). The business is PE-backed: KKR invested £300M in December 2021 at a £1.5B+ valuation after the company shelved its IPO. In FY2025 PureGym reported £742.4M in revenue (+23% YoY) and £208.7M adjusted EBITDA (+35% YoY). International expansion is the principal growth vector, executed through the 2024/25 acquisitions of Blink Fitness ($121M, US) and Fitness World (Denmark and Switzerland). In June 2026 CFO Alex Wood was promoted to CEO, succeeding Clive Chesser.
PureGym firmographics
Firmographics- Name
- PureGym
- Legal name
- Pure Gym Limited
- Website
- https://puregym.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- PureGym is the UK's largest private budget gym operator, running 714 low-cost, 24/7 fitness centers across the UK, US, Switzerland, and Denmark serving 2.28 million members via no-contract monthly subscriptions.
- Ownership category
- akta.pro rank
PureGym industry classification
Industry- Product category
- Budget Fitness Centers
- NAICS
- Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- General Personal Training (In-Person & Virtual) (HSADAAAA)
- akta.pro secondary industry
- Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)
Keywords
Where PureGym is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
PureGym business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Monthly Membership Subscriptions: PureGym's primary revenue stream comes from monthly membership subscriptions across three tiers (Core, Off-Peak, Plus) with no long-term contract requirements. Members pay monthly fees ranging from £18.99 to £31.99 depending on tier and location, plus joining fees. The subscription model provides predictable recurring revenue with flexible cancellation terms.
- Personal Training Services: Expert personal training services offered as an add-on to membership, with certified trainers providing one-on-one guidance for members seeking customized fitness coaching and goal achievement support.
- Day Passes and Guest Access: Single-visit gym day passes and 'buddy access' bolt-on allowing members to bring guests, providing flexible revenue from non-members and additional engagement for existing members.
- Corporate Memberships: Corporate gym membership programs offered to businesses, allowing employers to provide fitness benefits to employees with potential group pricing arrangements.
- Student Memberships: Specialized student membership tier offering 30% discount with £0 joining fee, targeting the student demographic with accessible pricing for gym access.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Core membership - gym access anytime |
| Subscription | Monthly | Off-Peak membership - limited access hours |
| Subscription | Monthly | Plus membership - best value with premium features |
| Subscription | Monthly | Student membership - 30% discount for students |
| Subscription | Pay-as-you-go | Day Pass - single visit access |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
PureGym product offering
Product offeringCore offering
PureGym operates low-cost, no-contract fitness centers providing 24/7 access to gym facilities and group exercise classes across 714 locations in the UK, US, Switzerland, and Denmark. The company sells tiered monthly memberships (Core, Off-Peak, Plus) ranging from £18.99 to £31.99, complemented by personal training services, day passes, corporate memberships, and student memberships. Operations are enabled by PIN-based access pods and a mobile app for self-service member management.
Product overview
PureGym is a budget gym chain operator offering a unified low-cost gym model with no-contract memberships. The product portfolio consists of three tiered membership plans (Core, Plus, and Off-Peak) providing 24/7 gym access, complemented by over 50 group fitness classes weekly and expert personal training services. The offering is supported by an award-winning mobile app for digital engagement and class booking. Geographically, the company operates across the UK under the main brand, internationally in Switzerland and Denmark (following the Fitness World acquisition), and in the US under the Blink Fitness brand. Additional products include day passes for flexible access, corporate membership packages for businesses, student discounts, and facility amenities like women's workout spaces and TrainSafe security programs.
Differentiator
Problem solved
Functional benefit
Products and services
- PureGym Core Membership The standard PureGym membership providing unlimited access to gym facilities at any time, with classes included at most locations and the ability to cancel anytime with no long-term contract.
- PureGym Plus Membership Premium-tier membership including everything in Core plus KeyFob multi-gym access, the ability to book classes 14 days in advance, bring a guest up to 4 times monthly, freeze membership anytime, unlimited flavoured water with vitamins, and up to 60% off partner brands.
- PureGym Off-Peak Membership Budget-friendly membership providing limited access during off-peak hours with class booking available 8 days in advance, priced lower than the Core tier.
- PureGym Day Pass
Quantifiable outcome
- 23% revenue growth to £742.4m in FY2025
- +5 more outcomes
Companies that use PureGym
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
PureGym technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
PureGym partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered flagship, minor and core.
- Blink FitnessflagshipPureGym acquired Blink Fitness in the US during 2024/25, expanding into New York and New Jersey markets. The acquisition valued Blink Fitness at approximately $121 million, with EBITDA surging 65% to £15 million in the first year under PureGym ownership. The acquisition accelerated PureGym's US market entry significantly.
- Fitness WorldminorPureGym acquired Fitness World in Denmark and Switzerland as part of international expansion strategy, complementing the Blink Fitness acquisition in the US and supporting geographic diversification across European markets.
- SBFMcorePureGym extended its soft services contract with SBFM by two years, covering over 800 cleaning operatives across 435 UK locations. The renewal was driven by SBFM's technological innovations, operational savings, and commitment to maintaining cleanliness standards across PureGym's expanding gym network.
- AB TastycorePureGym partnered with AB Tasty to implement a structured testing approach for digital conversion optimization. The partnership achieved a 3.4% lift in conversions by simplifying gym selection and improving funnel progression through sticky pricing visibility, while building a repeatable testing routine across product, data, development, and marketing teams.
- Blk BoxcoreBlk Box, a Belfast-based fitness equipment manufacturer, supplies strength training equipment to PureGym locations in the UK and internationally. The partnership includes custom equipment solutions such as cable machines and bespoke branded dumbbells, with feedback from refurbished gyms showing extremely positive responses and increased gym attendance.
- LucozademinorLucozade is a beverage partner providing drinks and sports nutrition products through vending machines in PureGym locations.
- ExerpcoreExerp is PureGym's chosen membership management software platform, handling membership applications, billing, class booking, and member account management across the entire gym network.
- VitalityminorVitality health insurance partnership allows corporate members to link their PureGym membership with Vitality wellness rewards programs, potentially sharing membership information for managing relevant membership schemes.
Scale indicators15 records
Recent moves9 records
Expansion highlights6 records
PureGym competitors and assessment
Company assessmentDirect peers
- SATS Group: Nordic-based budget-to-mid fitness chain with operations in Norway, Sweden, Denmark, Finland. Directly comparable given PureGym's Fitness World acquisition in Denmark and Switzerland.
- The Gym Group: UK-listed budget gym operator with a similar low-cost, 24/7, no-contract model and ~230+ sites. The closest direct competitor in the UK value segment, with comparable pricing and target demographic.
- Basic-Fit: Europe's largest low-cost fitness chain operating over 1,300 clubs across the Netherlands, Belgium, France, Spain, Germany, and Luxembourg. Closest European direct peer given PureGym's Fitness World expansion into Switzerland/Denmark.
- Crunch Fitness: US mid-market gym franchise with ~400+ locations emphasizing affordable memberships and group classes. Comparable US value-segment peer relevant to PureGym's US expansion positioning.
- Planet Fitness: Largest low-cost fitness franchise in the US/Canada with a similar value proposition (~$10/month base, 24/7 access). Highly relevant US peer given PureGym's Blink Fitness-based US entry strategy.
- RSG Group (McFit): European budget fitness operator (McFit, John Reed brands) operating ~700 studios across Germany, Austria, Spain, Italy and others. Closely comparable low-cost European gym peer.
Broad incumbents
- Life Time Group Holdings: US-listed premium health club operator with ~170 large-format athletic country clubs. A broader US incumbent with overlapping fitness and wellness offerings but a higher-end positioning.
- David Lloyd Leisure: UK/European premium health and racquets club operator with ~130 sites. Comparable UK/EU footprint but at a higher price point and with broader family/leisure amenities.
- Equinox Holdings: Premium US fitness operator and owner of SoulCycle and Blink Fitness (predecessor). Direct adjacency through the Blink Fitness lineage and broader luxury fitness benchmark.
- Fitness First: Mid-to-premium international gym chain with clubs across Europe and Asia. Comparable multi-country fitness club operator, though priced above PureGym's budget tier.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
PureGym social profiles
Digital presencePureGym compliance and trust
Trust signalCompliance1 record
PureGym financial estimates
Financial estimateRevenue estimate
Valuation estimate
PureGym leadership team
Management profileNumber of profiles
Profiles1 record
PureGym subsidiaries and ownership
Company hierarchySubsidiaries2 records
PureGym funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PureGym M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PureGym
What does PureGym do?
PureGym operates low-cost, no-contract fitness centers providing 24/7 access to gym facilities and group exercise classes across 714 locations in the UK, US, Switzerland, and Denmark. The company sells tiered monthly memberships (Core, Off-Peak, Plus) ranging from £18.99 to £31.99, complemented by personal training services, day passes, corporate memberships, and student memberships. Operations are enabled by PIN-based access pods and a mobile app for self-service member management.
Is PureGym a public or private company?
PureGym is a private company. It is classified as private equity controlled and is currently operating.
When was PureGym founded?
PureGym was founded in 2009. It employs 5,001 to 10,000 people.
Where is PureGym based?
PureGym is headquartered in London, United Kingdom, in the Europe region.
How does PureGym make money?
Five revenue lines are on record. Monthly Membership Subscriptions are the primary driver. The others are personal Training Services, day Passes and Guest Access, corporate Memberships and student Memberships.
Who are PureGym's main competitors?
Direct peers on record are SATS Group, The Gym Group, Basic-Fit, Crunch Fitness, Planet Fitness and RSG Group (McFit). Broad incumbents are Life Time Group Holdings, David Lloyd Leisure, Equinox Holdings and Fitness First.
Does PureGym have an API?
No public API is recorded for PureGym.
What industry is PureGym in?
PureGym's product category is Budget Fitness Centers. Its primary akta.pro industry code is HSADAAAA, General Personal Training (In-Person & Virtual), with a secondary code of EDALAIAE, Group Fitness, Personal Training & Wellness Coaching. Its NAICS code is 713940 and its SIC code is 7997.