The Pure Fitness Franchise Model

About us

Pure Fitness is the US subsidiary of the PureGym Group – a market leader in the High Value, Low Price sector, who disrupted the gym market and pioneered affordable fitness in the UK. PureGym was founded as a challenger brand to more premium gym chains on the premise that a gym should be flexible, easy, and affordable for everyone. By following that mission PureGym is now the largest gym chain in the UK and the second largest in Europe, with over 500 locations in operation, with nearly 1.7 million members across 3 brands and 5 countries.

We’re committed to bringing high-quality, affordable gyms to everyone, everywhere and are now bringing our unique model to the US. We do this by placing technology at the heart of our model enabling us to keep prices low, offer totally flexible no commitment monthly memberships, making it as easy to leave as it is to join, and opening our gyms night and day so you can workout at a time to suit you.

Why fitness and why us?

Franchising within the fitness sector has many benefits both macro and micro. Pure Fitness has a resilient and flexible model which allows us to succeed in any market.



Clear cookie cutter plans and layout schematics “Library” of 100’s of sites means partner can “plug and play” on design

No complex food service regulations

Health & fitness has relatively few trading regulations - simpler than traditional retail or food and beverage. Much lower risk than F&B operations

No ongoing supply chain of products

Once a site is open then there are no ongoing product supply requirements resulting in less burden of management oversight and lower complexity

Why Pure Fitness?

Highly flexible concept

Proven formats for a wide range of site sizes and can adapt to property market/population concentrations

Digitally enabled

Very low CPA resulting in lower cost of growth
'Out of the box' consumer app and website

Low staff costs

Typically 9-12% of revenue (50% of industry average)
Lower than traditional F&B operators

Our look and feel

Franchise Opportunity Map

Currently Pure Fitness gyms are located within the DMV, and we have multiple opportunities available across the USA. Do check the map below and contact us to see if you region has availability


Real Estate

We have our in-house real estate experts who will be able to guide and support you from selecting sites all the way through to the design and construction phase.


Our committed, professional team makes PureGym such a great place to be! Our experts will help develop and train your gym team so that you can have the best of the best.


Our brand is what makes us special – our dedicated Marketing team will help to guide you on your journey whilst offering support and advice from pre-sales tactics to business-as-usual digital marketing.

IT & Other Tech

Our IT Smart Suite is second to none. Our website and app are a key part of our tech-enabled operations and we offer everything you need to get your business started and will support the IT development from start to finish.

Our Typical onboarding process

Our Fiscal Requirements

Next steps

Pure Fitness has unrivalled expertise in opening and operating value gyms, and benefits from significant scale.

You don’t need to have fitness industry experience to join the Pure Fitness family – as long as you have a passion for helping people lead healthier lives, we want to speak with you…

Contact: [email protected]

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