PureGym Swiss

What PureGym Swiss does

PureGym Swiss operates the largest value-oriented fitness chain in Switzerland under the legal entity PureGym AG, headquartered in Volketswil, Zürich. The company was founded in 2008 as Basefit.ch with a single club and has expanded to 45+ locations across Switzerland serving 100,000+ members, supported by 175–200 employees. In 2024 it was rebranded under the PureGym international brand (UK, Denmark, USA), though Swiss operations remain locally managed.

The product offering is structured around two recurring subscription tiers — Core (CHF 47–55/month for access to a single club) and Premium (CHF 58–75/month for access to all 40+ clubs, with no joining fee, a free weekend guest pass, and a built-in pause option) — plus day passes, à la carte add-ons (Drinks, Solarium, Power Plate, Nutrition, Live Group Fitness, Boditrax, All-in-One), and specialized programs such as Reformer Pilates and HYROX training. The underlying technology stack is built on Exerp for membership management, Adyen for payments, and Agilea for infrastructure, with a proprietary mobile app providing QR-code gym entry, real-time studio occupancy tracking, class booking, and Fitness On-Demand streaming. Qualitop certification enables members to reclaim up to CHF 400 of annual fees through participating Swiss health insurers.

PureGym Swiss runs a direct-to-consumer model with online self-service sign-up as the primary acquisition channel, supported by paid digital marketing (Google Ads, Meta, TikTok), email via Mailchimp, content marketing, and employer discount programs for corporate accounts. Revenue is overwhelmingly recurring subscription-based, supplemented by transactional revenue from day passes, à la carte add-ons, and group classes. The customer base is broad-based consumer, with no disclosed enterprise anchors, and pricing varies modestly by location.

Name

PureGym Swiss

Legal name

PureGym AG

Website

https://puregym.swiss

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

PureGym Swiss (PureGym AG) is a Switzerland-based, value-oriented fitness chain operating 45+ gym locations nationwide, serving 100,000+ members with Core and Premium monthly/annual subscriptions, add-on services, and Qualitop-certified health insurance reimbursement eligibility.

Ownership category

akta.pro rank

Headquarters

HQ city

Volketswil

HQ country

Switzerland

HQ region

Europe

Offices55 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Operations, Supply Chain

Revenue model

1. Membership Subscriptions: Monthly and annual recurring membership fees for gym access. Core membership provides access to selected gym; Premium membership provides access to all 45+ clubs nationwide. Premium tier commands higher monthly rates and includes additional benefits.
2. Day Passes: One-time day passes allowing unlimited gym access for a single day at any PureGym location.
3. Add-ons and Premium Services: Additional paid extras including drinks (isotonic beverages), tanning/solarium, Power Plate vibration training, nutrition products, Live Group Fitness classes, and Boditrax body composition measurements. All available à la carte starting at CHF 17.50/month.
4. Group Fitness Classes: Specialized classes including Reformer Pilates (CHF 25/class), HYROX training, and other group fitness offerings. Available as add-ons or per-class purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

PureGym Swiss operates a chain of 45+ fitness clubs across Switzerland selling gym access through subscription memberships priced from CHF 47/month. The company offers Core memberships (single-gym access) and Premium memberships (full network access plus guest passes and membership pause), supplemented by day passes, group fitness classes (Reformer Pilates, HYROX, Les Mills), and à la carte add-ons like drinks, solarium, Power Plate, nutrition, and Boditrax body composition measurement.

Product overview

PureGym Swiss operates a fitness studio chain across Switzerland with 45+ gym locations. The core product is a membership-based gym access service offered in two tiers: Core Membership (budget-friendly entry option with access to one selected club, modern equipment, and Fitness On-Demand via the PureGym App) and Premium Membership (full access to all 40+ clubs, free guest passes on weekends, and no joining fee). Supplementary add-ons include Drinks, Solarium, Power Plate, Nutrition, Live Group Fitness, Boditrax body measurements, and an All-in-One bundle. The company also offers Day Passes for single-visit access and Health Insurance Reimbursement through Qualitop certification. Group fitness offerings include specialized programs such as Reformer Pilates and HYROX training.

Differentiator

Problem solved

Functional benefit

Products and services

• Core Membership The entry-level gym membership offering unlimited access to one selected PureGym club, modern equipment, Fitness On-Demand courses via the PureGym app, and flexible monthly or annual subscription options. Targeted at value-conscious individuals seeking affordable fitness access.
• Premium Membership The top-tier membership offering all Core benefits plus no joining fee, free weekend guest passes, access to all 45+ PureGym clubs across Switzerland, and free membership pause capability up to 2 months. Available in monthly and annual billing options.
• PureGym App Free mobile application for iOS and Android enabling QR-code gym entry, Fitness On-Demand courses, group fitness class booking, membership management, add-on purchases, and live studio occupancy tracking.
• Day Pass Single-visit pass providing unlimited gym access for one day at any PureGym location with no contract and no sign-up fee.
• Live Group Fitness Live group fitness classes led by professional instructors covering HIIT, Pilates, Yoga, Zumba, Les Mills programs, Reformer Pilates, and HYROX training. Available as add-on or per-class purchase.
• Reformer Pilates 60-minute Pilates class using reformer machines to build strength, mobility, and total-body control. Available exclusively at the Zurich Oerlikon location at CHF 25 per class.
• HYROX Training 45-minute functional fitness class taught by Hyrox-accredited coaches covering strength, conditioning, and race-day technique for Hyrox competitions.
• All-in-One Add-On Comprehensive add-on bundle providing full access to all available upgrades (Drinks, Solarium, Power Plate, Nutrition, and Live Group Fitness) at a discounted combined price.
• Health Insurance Reimbursement Qualitop-certified fitness membership eligible for health insurance refunds of up to CHF 400 through participating supplementary insurance plans, materially reducing effective membership cost.

Quantifiable outcome

• Health insurance reimbursement up to CHF 400 available through Qualitop certification
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• ExerpcoreTechnology or IntegrationMembership management software provider handling subscription processing, member database, and access control systems for PureGym Swiss operations.
• AdyencoreTechnology or IntegrationFinancial technology platform enabling PureGym to accept and process payments across all channels including online, in-app, and in-person transactions.
• AgileacoreTechnology or IntegrationInfrastructure and digital services partner supporting PureGym's online membership platform and digital operations.
• Mailchimp (Intuit)coreGTM or Marketing PartnerEmail marketing platform used to distribute and manage PureGym's marketing communications, newsletters, and promotional messages.
• MedalliaminorGTM or Marketing PartnerCustomer experience and satisfaction survey platform used to gather member feedback and improve service offerings.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Holmes Place: Premium Swiss fitness chain with wellness amenities, group classes, and personal training. Adjacent competitor to PureGym's Premium tier in Switzerland, particularly in urban centers.
• Migros Fitnesspark: Owned by the Migros cooperative, this is one of Switzerland's largest fitness chains with extensive network and pricing power. Competes head-to-head with PureGym on coverage, affordability, and member acquisition.
• ACTIV FITNESS: Swiss-based mid-market fitness chain offering flexible memberships and group fitness. Directly competes with PureGym Swiss for the same budget-conscious individual members across Swiss cities.
• Fitness Park: One of the largest fitness chains in Switzerland with broad geographic coverage, offering monthly memberships and multi-club access. Directly competes with PureGym Swiss on the same value-conscious consumers and Swiss geography.
• McFit: Europe's largest discount fitness chain, operated by RSG Group, with presence in Switzerland. Competes directly with PureGym Swiss on low-cost, no-frills, multi-club access membership model.
• PureGym UK: UK flagship of the parent PureGym Group and the model from which PureGym Swiss operations were adapted. Closest strategic operational peer for benchmarking, technology, and growth playbook.
• Basic-Fit: European discount fitness chain operating across multiple countries including Switzerland. Closest comparable to PureGym on membership pricing, multi-club access, and digital-first member experience.
• clever fit: German-headquartered discount fitness chain expanding into Switzerland. Competes with PureGym Swiss on low monthly membership pricing and large-format gym model.

Emerging players

• Mrs.Sporty: Women-focused fitness franchise in Switzerland with semi-personal training. Competes with PureGym Swiss for a portion of the female consumer segment, particularly in suburban and smaller city locations.
• Kieser Training: Strength-focused Swiss fitness chain specializing in medically-supported training. Partial overlap with PureGym's personal training segment, particularly for health-conscious and rehabilitation-oriented members.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/puregymswiss

Revenue estimate

Valuation estimate

Number of profiles

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 PureGym Swiss