Pure Family Fitness

What Pure Family Fitness does

Pure Family Fitness operates a regional, multi-location fitness club chain in the Delmarva region, with 9 facilities across Delaware and Maryland (Seaford, Millsboro, Bethany Beach, Salisbury, West Ocean City, North Ocean City, plus affiliated sites). The company was founded in 1997 by Tony Taghipour as Powerhouse Gym in West Ocean City, MD, rebranded to Pure Family Fitness in 2024, and is privately held and family-owned, with Nick serving as CEO and co-owner.

The core product is a recurring gym membership providing multi-club access, 24/7 access at select locations, and unlimited group fitness classes. Members also receive three complimentary personal training sessions at sign-up. The product portfolio is broadened by PureSweat / S.W.E.A.T. functional-training subscriptions (52-week commitment), personal training (1-on-1, small group of 2-5, and nutritional coaching), a separate boutique hot yoga studio (Pure Hot Yoga & Barre), KidsClub childcare, smoothie bars, tanning, hydromassage, and saunas. Programming includes 50+ Group X classes and Les Mills curricula (BodyPump, RPM, BodyCombat, Sprint, Grit, Core, BodyBalance). The technology stack is operationally standard: a member portal for billing and class booking, and iOS/Android mobile apps for real-time class reservations and account management.

The business mixes subscription recurring revenue (monthly memberships, PureSweat 52-week contracts, hot yoga subscriptions) with transactional revenue (personal training, small group training, drop-in beach yoga and boot camp, class packages) and ancillary services (smoothie bars, childcare). Distribution is direct via online join portal, in-club sign-up, a membership advisor team, and community-driven acquisition through beach events, run clubs, charity events, and a referral program that rewards members with free months. Customer segments span individual fitness enthusiasts, families, seniors, military/LEO, students, athletes, and seasonal beach visitors.

Name

Pure Family Fitness

Legal name

Pure Family Fitness LLC

Website

https://purefamilyfitness.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Pure Family Fitness is a privately held, family-owned multi-location gym chain operating 9 facilities across Delaware and Maryland. It offers monthly memberships, group fitness classes, PureSweat functional training, personal training, hot yoga, and KidsClub childcare to families, individuals, seniors, athletes, and seasonal beach visitors.

Ownership category

akta.pro rank

Product category

Health and Fitness Clubs

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900), Services-Misc Health & Allied Services, Nec (8090)

akta.pro industry

PRIMARYHSADAAAA

General Personal Training (In-Person & Virtual)

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

SECONDARYHSADABAH

Functional Fitness / Cross-Training Groups

Home & Personal Services/Fitness, Wellness & Personal Training/Group Fitness & Bootcamps

SECONDARYHSADACAI

Private 1:1 Yoga/Pilates & Small-Group Sessions

Home & Personal Services/Fitness, Wellness & Personal Training/Yoga & Pilates Instruction

SECONDARYHSADAAAN

Small-Group Personal Training (Semi-Private)

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

SECONDARYHSADABAI

Senior/Low-Impact Group Fitness

Home & Personal Services/Fitness, Wellness & Personal Training/Group Fitness & Bootcamps

Keywords

• Fitness center services
• Group exercise classes
• Personal training services
• Family gym memberships
• Health club facilities

Headquarters

HQ city

West Ocean City

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Gym Membership Subscriptions: Recurring monthly or bi-weekly membership fees providing access to gym facilities, group exercise classes, and standard amenities across all 9+ locations
2. Personal Training Sessions: One-on-one personal training sessions with certified trainers, Master Trainers, and specialized coaches available at all locations
3. S.W.E.A.T. / PureSweat Classes: Specialized functional training program with progressive weight training and HIIT. Available as packages or month-to-month service with 52-week initial commitment
4. Small Group Training: Groups of 2-5 people training together with certified trainers
5. Nutritional Coaching: One-on-one nutritional coaching services offered by certified nutrition coaches among the training staff
6. Hot Yoga Studio: Separate boutique hot yoga studio (Pure Yoga & Barre) affiliated with Pure Family Fitness. Offers unlimited yoga classes for members at additional cost, and drop-in classes for non-members
7. Beach Events and Boot Camp: Outdoor beach boot camp and fitness events with $10 drop-in fee for non-members
8. KidsClub Childcare: Childcare services for gym members during workouts. Can add childcare to yoga membership for additional fee
9. Class Packages: Prepaid class packages for yoga studio (5-class and 10-class plans) with flexible expiration

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Pure Family Fitness operates a 9-location health club chain across Delaware and Maryland selling recurring gym memberships that grant access to fitness equipment, cardio, free weights, saunas, tanning, smoothie bars, and a schedule of 50+ group fitness classes. The offering is complemented by separately purchasable personal training, small group training, nutritional coaching, functional training (PureSweat / S.W.E.A.T.), a separate infrared hot yoga and barre studio (Pure Hot Yoga & Barre), and KidsClub childcare services.

Product overview

Pure Family Fitness is a multi-location gym chain operating 9 premier health clubs across Delaware and Maryland, founded in 1997. The core offering is gym membership providing access to fitness equipment, cardio machines, free weights, and amenities. The product portfolio includes Group X group fitness classes (Les Mills and instructor-curated), PureSweat functional training (S.W.E.A.T. and BURN classes), Personal Training with certified trainers, and KidsClub child care. Premium add-ons include Pure Hot Yoga Ocean City (infrared hot yoga studio) and SBY MMA martial arts training. The company also runs seasonal beach events including Run Club, Beach Boot Camp, and Beach Yoga. Most locations feature smoothie bars, tanning beds, and saunas. The ecosystem is unified through a member app enabling class reservations and account management.

Differentiator

Problem solved

Functional benefit

Brands

• PureSweat Fitness: A branded functional training program offered at multiple PURE locations, featuring progressive weight training, functional movements, and HIIT-style S.W.E.A.T. classes on a turf field.
• Pure Hot Yoga & Barre
• RISE Fitness and Adventure

Products and services

• Pure Family Fitness Gym Membership Recurring monthly or bi-weekly memberships providing access to 9 fitness facilities across Delaware and Maryland, including equipment, cardio, free weights, group fitness classes, saunas, tanning, smoothie bars, and KidsClub (at most locations), with multi-club access included.
• Group X Classes (including Les Mills programming) Group exercise classes included with gym membership at each location, featuring licensed Les Mills classes (BodyPump, RPM, BodyCombat, Sprint, Grit, Core, BodyBalance) and instructor-curated Group X classes such as yoga, Pilates, Fit Barre, Body Blast, Cardio Circuit, Bootcamp for Seniors, Legs and Core, Group Cycling, Zumba, and Hip Hop.
• PureSweat Fitness (S.W.E.A.T. and BURN Functional Training) Functional training program featuring S.W.E.A.T. classes (Speed, Weights, Endurance, Agility Training) and BURN circuit training using progressive weight training, HIIT, and functional movements delivered by certified strength coaches and personal trainers. Available as packages or month-to-month subscription with multi-club access.
• Personal Training, Small Group Training, and Nutritional Coaching Personal training services at all locations with certified personal trainers, Master Trainers, and specialized coaches. Includes one-on-one training, small group training for 2-5 people, and one-on-one nutritional coaching with NASM-certified nutrition coaches. All new members receive 3 complimentary training sessions.
• KidsClub Childcare All-inclusive childcare service offering fitness-oriented activities for children of all ages while parents work out. Includes the Pure S.W.E.A.T. program for kids at select locations. Can also be added as an option to a yoga membership for an additional fee.
• Pure Hot Yoga & Barre Ocean City Boutique infrared hot yoga studio in West Ocean City offering humidity-controlled warm and hot yoga classes plus traditional yoga and barre. Available as a $19.99 bi-weekly unlimited add-on to a PURE membership or purchased separately via drop-in classes ($15), 5-class packages ($65), or 10-class packages ($110); KidsClub childcare can be added.
• Ocean City Beach Events (Run Club, Beach Boot Camp, Beach Yoga) Seasonal outdoor fitness activities including free Run Club on Wednesdays and Saturdays, Beach Boot Camp ($10 drop-in for non-members) on Fridays at 6am and Saturdays at 8am, and Beach Yoga Series on Saturdays from 8-9am. Open to both members and non-members.

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered minor and core.

• SBY MMAminorOthersSBY MMA (boxing, jujitsu, karate) is located on the second floor of the Salisbury location. This is a separate purchase outside of PURE membership. Pure Family Fitness rents 10,000 sqft to SBY MMA.
• RISE Fitness and AdventureminorOthersRISE Fitness and Adventure is an affiliated gym with a dark black and red aesthetic, 34 foot tall climbing wall, cross-fit rigs, saunas, and plenty of lifting equipment. PURE members get a discount at RISE but pay a portion of the regular cost due to higher luxury club cost.
• Sunrise DinerminorGTM or Marketing PartnerRun club participants get 20% off entire purchase at Sunrise Diner in Ocean City on Wednesdays and Saturdays, plus free coffee on Wednesdays. Partnership drives local business engagement with fitness community.
• Les MillscoreTechnology or IntegrationLes Mills classes are cutting-edge workouts designed through proven exercise science. Pure Family Fitness offers Les Mills classes including BodyPump, BodyCombat, RPM, Sprint, GRIT, Core, BodyBalance, and more. These are included FREE with membership.
• Hospital Physical Therapy (Sublease)minorOthersSalisbury subleases 8,200 sqft of hospital owned physical therapy space as part of their real estate portfolio.

Scale indicators5 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Workout Anytime: Franchise-based 24/7 small-box gym chain with several hundred U.S. locations offering personal training and group classes. Closely comparable in operating format, access model, and target customer to Pure's multi-location regional chain.
• Snap Fitness: Franchise-based 24/7 small-box gym chain with hundreds of locations globally. Direct competitor in the small-format, multi-location, personal-training-included segment that Pure operates in.
• Anytime Fitness: Franchise-based, multi-location small-box gym operator with thousands of clubs globally and a similar 24/7 access model and per-club personal training offering. Comparable in operating model and target customer to Pure's multi-location regional chain.

Broad incumbents

• LA Fitness: Established multi-location traditional gym chain offering equipment, group classes, and personal training at mid-tier pricing. Comparable in member demographics and service mix to Pure Family Fitness.
• Crunch Fitness: Multi-location fitness chain offering group fitness, personal training, and specialty programming at a mid-tier price point. Direct overlap with Pure's group class and personal training mix across a similar member demographic.
• Planet Fitness: Largest low-cost fitness chain in the U.S., operating thousands of franchised clubs focused on value memberships. Competes for the same price-sensitive entry-level fitness customer that Pure's student and standard memberships target.
• Gold's Gym: Established global fitness brand operating franchised multi-location gyms with personal training, group classes, and specialty programming. Comparable in traditional gym + personal training positioning to Pure Family Fitness, but at materially larger scale.
• Life Time Fitness: Premium multi-location fitness operator offering group classes, personal training, family programming, spa, and specialty studios. Comparable in the breadth of amenities (kids club, group fitness, specialty studios) that Pure offers, though at a higher price point and larger scale.

Emerging players

• F45 Training: Boutique functional training franchise offering 45-minute group workouts. Directly overlaps with Pure's S.W.E.A.T. functional training and small-group training offerings, competing for the same performance-oriented member segment.
• Orangetheory Fitness: Boutique fitness franchise with heart-rate-based group interval training. Competes with Pure for the share-of-wallet on small-group and HIIT training revenue, particularly for members seeking a premium specialty experience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/purefamilyfitnessbeachworkouts
• LinkedInlinkedin.com/company/pure-family-fitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles21 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pure Family Fitness