Pure Sport Club

What Pure Sport Club does

Pure Sport Club is a premium direct-to-consumer fitness club operating from a 1,600 m² facility at Route de Florissant 13 in Geneva's Champel district, Switzerland. It is owned and operated by WELLNESS SPORT GENEVA SA, a Swiss Société Anonyme registered in Geneva (CHE-227.139.614), which also runs sister WellNess Sport Club locations across Geneva and Lausanne. The club's core offering centers on a 1,600 m² cardio and strength training space equipped with nearly 100 Technogym Artis machines, a 200 m² studio hosting more than 90 weekly group classes, a 300 m² Pure Performance zone marketed as the largest indoor athletics track in French-speaking Switzerland, a dedicated cycling studio, and on-site wellness amenities including hammam and sauna plus a Nutri Bar & foodplace lounge. Product lines span group classes (LesMills programs, Hyrox Training, Pole Dance, Boxing, Pilates, Yoga, RPM/Sprint cycling), personal training with impedancemetry body-composition assessment, aquatic classes via partner-pool access, and corporate fitness programs.

The business operates on a recurring monthly subscription model with two published tiers: PURE LIBERTY at 179 CHF/month (all-inclusive unlimited access including multi-club access to WellNess Sport Club pools, aquatic classes, cardio areas, and wellness spaces across Geneva and Lausanne) and PURE OFF PEAK at 159 CHF/month (all-inclusive access during restricted hours excluding weekday midday and late-afternoon peaks). Both plans are sold on a no-commitment basis with annual billing available on request, supplemented by a 250 CHF one-time registration fee (currently 125 CHF under a summer promotion). Customer acquisition runs through direct on-site consultations, the Resamania online booking platform, organic social (Facebook, Instagram), an SEO-driven content blog, email newsletters, and paid Google Ads and Meta Ads campaigns. The facility is QualiCert certified, enabling Swiss supplementary health insurance reimbursement of up to 1,000 CHF per member. The stated target segment is affluent Geneva-area adults (30–55) seeking a non-intimidating, all-inclusive luxury fitness experience with wellness amenities and multi-club flexibility.

Name

Pure Sport Club

Legal name

WELLNESS SPORT GENEVA SA

Website

https://pure-sportclub.ch

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Pure Sport Club is a premium direct-to-consumer fitness club in Geneva's Champel district, operating a 1,600 m² facility with Technogym Artis equipment, 90+ weekly classes, and a 300 m² Pure Performance zone. It serves affluent Geneva-area adults via 159–179 CHF monthly subscriptions, with multi-club access across Geneva and Lausanne.

Ownership category

akta.pro rank

Product category

Premium Fitness Club

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Sports-Specific Group Conditioning (HSADABAK)

akta.pro secondary industry

Strength & Conditioning / Athletic Performance Training (HSADAEAB)

Keywords

• Premium fitness club
• Group fitness classes
• Personal training services
• Wellness and spa
• Membership fitness center

Headquarters

HQ city

Genève

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Monthly Membership Subscriptions: Pure Sport Club generates revenue primarily through recurring monthly subscription fees. Two membership tiers are offered: the Liberty plan at 179 CHF/month (all-inclusive unlimited access) and the Off Peak plan at 159 CHF/month (access during specific time windows). Both plans operate on a no-commitment basis, providing billing flexibility. Annual payment options are also available.
2. Registration / Joining Fee: New members pay a one-time registration/license fee. Standard fee is 250 CHF; a current summer promotion offers 50% off (125 CHF) on sign-up fees for all membership plans purchased August 1–31, 2026.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Pure Sport Club operates a luxury 1,600m² fitness club in Geneva's Champel district, selling monthly subscription memberships that grant access to 90+ weekly group classes, a 300m² Pure Performance functional training zone, a Technogym Artis cardio and strength area, an indoor cycling studio, personal training, and aquatic and wellness amenities at partner WellNess Sport Club locations in Geneva and Lausanne. Members receive personalized fitness assessments with impedancemetry analysis, premium hospitality amenities (L'Occitane products, towel service, Nutri Bar), and benefit from QualiCert certification that enables supplementary insurance reimbursement.

Product overview

Pure Sport Club is a luxury fitness center in Geneva offering a comprehensive suite of fitness products and services. The core offering includes over 90 weekly group classes (Cours Collectifs), Personal Training, and specialized spaces: a Cycling Studio, Pure Performance area (300m² functional training), Cardio & Musculation zone (1,600m² with Technogym Artis equipment), and Aquatic & Wellness facilities. The club operates on a subscription model with two plans: PURE LIBERTY (179 CHF/month, all-inclusive unlimited access) and PURE OFF PEAK (159 CHF/month, restricted hours). The multi-club Liberty membership extends access to WellNess Sport Club pools and facilities in Geneva and Lausanne. Additional services include Nutri Bar & Foodplace, concierge service, and QualiCert-certified quality standards.

Differentiator

Problem solved

Functional benefit

Products and services

• Cours Collectifs (Group Classes) Over 90 weekly group fitness classes including boxing, pole dance, Pilates, Zumba, LesMills concepts (BodyPump, BodyCombat, BodyBalance), cycling (RPM, Sprint), Hyrox, yoga, and more, taught by certified coaches in a 200m² dedicated studio space; intended for adult members seeking varied coached group training.
• Personal Training One-on-one customized coaching including personalized assessment (health, nutrition, impedancemetry analysis), individual training programs, weekly progress tracking, and combination of group activities and functional cross-training sessions; intended for members with specific performance, weight-loss, or rehabilitation goals.
• Pure Performance A 300m² dedicated training space featuring the largest indoor athletics track in French-speaking Switzerland, a slam ball wall, and latest-generation functional equipment (dumbbells, kettlebells, TRX, waterbag, training tires) for functional and high-intensity training; intended for members seeking cross-training, Hyrox-style preparation, and athletic conditioning.
• Studio de Cycling (Indoor Cycling Studio) State-of-the-art indoor cycling studio offering RPM, Sprint, and Spinning classes with the latest bike technology, motivating playlists, and expert coaches; intended for members seeking cardio-focused group cycling workouts.

Quantifiable outcome

• Supplementary insurance reimbursement up to 1,000 CHF possible for QualiCert-certified memberships, effectively reducing monthly cost from 179 CHF to as low as 113 CHF for qualifying members.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• WellNess Sport ClubcoreStrategic or Co-development PartnerPure Sport Club is operated by WELLNESS SPORT GENEVA SA, which also operates WellNess Sport Club locations in Geneva and Lausanne. The PURE LIBERTY membership provides unlimited cross-access to all WellNess Sport Club facilities including pools, aquatic classes (Aquabiking, Aquagym, Aquapilates), cardio areas, and wellness spaces. This multi-club partnership is a core component of the Liberty membership value proposition, enabling members to access multiple locations across two Swiss cities.
• TechnogymcoreTechnology or IntegrationPure Sport Club is equipped with the Technogym Artis range — the premium line of Technogym cardio and strength training equipment. The club features nearly 100 connected, high-tech devices including treadmills, ellipticals, bikes, rowers, and weight machines. The equipment incorporates the latest technological innovations in ergonomics, performance display, and digital integration.
• L'OccitaneminorGTM or Marketing PartnerL'Occitane beauty and care products are provided as a premium amenity for members at the club, included in the membership. This enhances the premium positioning and wellness experience of the club.
• Meta (Facebook) AdsminorGTM or Marketing PartnerPure Sport Club runs paid advertising campaigns on Facebook/Meta platforms to promote memberships, seasonal offers, and trial sessions, targeting Swiss fitness consumers in the Geneva area.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• ACTIV FITNESS: Swiss mid-to-premium fitness chain operating in Geneva. Comparable subscription model, group classes, and multi-site network, positioned slightly below Pure Sport Club on price and luxury tier.
• Mrs. Sportty: Swiss premium women's fitness club chain with Geneva presence. Directly comparable subscription model, group-class-led offering, and Genf catchment focus, though narrower (women-only) audience.
• Kieser Training: Swiss-origin premium strength and conditioning franchise with multiple Geneva studios. Highly comparable on premium positioning, evidence-based training methodology, and a focus on athletic performance versus mass-market gym.
• Barry's Bootcamp: Global premium boutique fitness brand offering high-intensity group conditioning and personal training in affluent urban markets. Comparable on premium pricing, performance-led programming and coach-driven class format that overlaps with Pure Performance / Hyrox.
• Fitness Park: Large Swiss fitness chain with a premium tier and broad Geneva footprint. Directly comparable on subscription model, group class offerings and Swiss-wide reach, though broader mass-market positioning than Pure Sport Club.
• Holmes Place: Premium European health and fitness club operator with locations in Switzerland (including Geneva). Competes head-to-head with Pure Sport Club on premium positioning, all-inclusive memberships, group classes, and wellness amenities (pools, spa, coaching).
• John Reed Fitness Music Club: Premium urban boutique fitness concept (RSG Group) targeting affluent city consumers with music-led design and group classes. Comparable on premium urban positioning, Genf/European catchment, and design-led member experience.

Regional players

• Migros Fitnesspark: Large Swiss fitness chain associated with Migros, operating multi-purpose fitness centers across Switzerland including Geneva. Comparable subscription model and catchment, positioned as mass-market rather than premium.

Broad incumbents

• David Lloyd Leisure: Established European premium health, fitness and racquets club operator with broad family-focused offerings (pools, tennis, kids, wellness). Comparable all-inclusive premium membership and multi-club network model, though broader portfolio and primarily UK-focused.
• Equinox: Global ultra-premium fitness club brand targeting high-income urban consumers. Highly comparable on luxury positioning, all-inclusive memberships, group class depth, and wellness amenities, though no confirmed Geneva location.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PureSportClub
• Instagraminstagram.com/pure_sport_club
• LinkedInlinkedin.com/company/pure-sport-club

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Sport Club