PureGym Group, the European fitness and gym operator, opened its first gym in the United States under the brand name Pure Fitness.
The first location, which is a 15,000-square-foot facility in Tysons Corner, VA opened on January 6. A 22,000-square-foot club will open January 13 in Elkridge, MD and a 27,000-square-foot location will open January 27 in Springfield, VA, with additional sites planned across the U.S. possibly organically and through franchising, the company said.
“We are excited to be entering the U.S. fitness market where we believe our model—no contract, high quality and affordable fitness—is not well represented,” Humphrey Cobbold, CEO, PureGym Group, said. “No other operator provides the same unique offer of a boutique gym experience at a budget gym price. In the wake of the COVID-19 pandemic, more people than ever are focused on their health and are looking for greater flexibility and value, which presents a huge opportunity for us to welcome both keen gym-goers and beginners to Pure Fitness.”
Founded in 2009 in the UK, PureGym Group offers low-priced gym memberships with no contractual commitment. Memberships start at $9.99 per month. It has 500 clubs in the UK and 40 sites in Switzerland, 180 in Denmark, and one location in Saudi Arabia with more planned through franchising.
In January 2020, the company acquired Fitness World, which had clubs in Denmark and owned Basefit in Switzerland.
The group is majority-owned by Leonard Green & Partners, L.P. In December 2021, PureGym raised £300 million equity investment from KKR to fund international expansion.
Photo courtesy PureGym Group
