UK’s PureGym Plots North American Expansion as Pure Fitness
One of Europe’s top fitness operators is looking to muscle its way into the crowded high-value, low-price gym market in the U.S. and Canada
PureGym, a U.K.-based brand and the second-largest fitness operator in Europe, is planning to expand its high-value, low-price (HVLP) fitness franchise within the U.S. and Canada under the Pure Fitness name, touting its flexible 24/7 operating hours and zero-contract membership.
The PureGym brand has teamed with RCS Real Estate Advisors to bolster its North American presence, looking to scale beyond its current three Pure Fitness locations in the Washington, D.C. metropolitan area.
The gym franchise’s mission is to become one of the largest fitness operators as it seeks qualified franchisees for all U.S. markets, tapping RCS for its expertise in navigating complex commercial real estate matters and experience in site selection and lease negotiation.
“Pure Fitness is proud to partner with RCS Real Estate Advisors to facilitate our ambitious venture into North America,” said James Hathaway, group international strategy and franchising director at Pure Fitness. He added that the firm’s proven track record in retail real estate strategy aligns perfectly with the brand’s plans for expansion.
“This collaboration will create a solid growth plan as we expand our presence in the North American market,” Hathaway continued. “With increased awareness around health, well-being and the role fitness plays in a happier and more fulfilling life, we are thrilled to be able to help individuals achieve their fitness goals.”
A potential competitor to the likes of Planet Fitness and Crunch Fitness in America, Pure Fitness offers traditional gym equipment, fixed-resistance and free weights, and instructor-led cardio, sculpt and tone, mind and body, and functional fitness classes. Personal trainers are also available, along with digital classes.
Since launching in the U.K. in 2008, PureGym has amassed over 1.9 million members across 595 clubs in the U.K., Denmark, Switzerland, U.S., Saudi Arabia and UAE.
Moe Puri, vice president at RCS Real Estate Advisors, noted that the RCS team is committed to identifying ideal locations and franchising opportunities to drive Pure Fitness forward in the North American market.
“It is our aim to make the Pure Fitness experience readily accessible to new customers, as well as ensure that communities across the U.S. and Canada can benefit from the brand’s holistic ethos,” Puri said.
