Wexer extends partnership with PureGym as three Pure Fitness trial sites launch in the US

Wexer Blog

18 January 2022

Wexer is delighted to announce an exciting partnership with Pure Fitness – the new US arm of low-cost leader PureGym, which already operates over 500 clubs in the UK, Switzerland and Denmark, and which has long partnered with Wexer.

“From its roots in the UK in 2014, this is a partnership that goes from strength to strength,” confirms Jake Shand, Wexer’s head of business development USA.

Slated to open between Q4 2021 and Q1 2022, all three clubs are located in the Washington Metropolitan area – in the towns of Tysons Corner, Springfield and Elkridge – and will operate under the new Pure Fitness brand.

Alongside more traditional gym-based offerings – including live instructor-led group fitness and an extensive gym floor offering – all three inaugural Pure Fitness clubs will offer members a dedicated virtual fitness class programme, which has been created by Wexer.

Each club boasts two Wexer Virtual players, which allows Pure Fitness to deliver a highly flexible, accessible world-class virtual fitness programme that spans HIIT, cardio, strength, yoga, cycling and more. All members with peak memberships can enjoy all-inclusive access to this virtual group exercise offering.

We’re hugely excited to leverage our expertise and market-leading technology to help Pure Fitness differentiate itself in the US market,” says Shand. “With over 1,600 classes available through Wexer Virtual, the Group Exercise area in Pure Fitness will be an exciting space that drives member participation and satisfaction.”

We’re excited to be opening gyms in the US, where we believe our model – high quality, flexible, affordable fitness – is not well represented,” comments Francine Davis, Chief Strategy Officer at PureGym. “The addition of virtual fitness will help set us apart from the competition even more.

We believe we have great opportunities ahead of us and are excited to see how our trial sites in the US perform.”

“The whole Wexer team is fired up and hugely looking forward to the exciting next step of the journey with the PureGym Group,” concludes Shand.

For more information about this partnership, contact us at info@wexer.com




AuthorJake Shand

Head of Business Development, USA