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JP Lennard
JP Lennard
JP Lennard
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

News

PureGym joins push to engage non-members with free online platform

PureGym has become the latest fitness operator to deploy a digital offering in a bid to increase visibility and engage with non-members during the COVID-19 lockdown.

The budget chain has made its virtual workout platform free to everyone via its PureGym app.

Previously only available to members, the platform offers more than 120 virtual workouts which have been designed – and are regularly updated – by PureGym’s team of trainers.

The current crisis has seen a number of operators engaging in a degree of subtle land-grabbing in a bid to establish new relationships with non-members. Among these are Nuffield, GLL and David Lloyd.

A major study into consumer attitudes towards the fitness industry, released this week, suggests that having a digital offering could be an important factor in ensuring customers return to gyms and leisure centres.

The National Post-Lockdown Recovery Survey, by Leisure-net Solutions, showed that a vast majority of consumers would either "maybe" (49.3 per cent) or "definitely" (18.9 per cent) be more likely to go back to using their leisure centre or gym if it offered online classes as part of its membership offer.

According to PureGym's chief marketing officer, Stephen Rowe, the decision to make the app free for everyone comes at a time when the chain is slowly beginning to prepare to reopen its doors.

“We're currently working hard to make our gyms a safe place for our colleagues to work in, and for our members to work out," Rowe said. "We won’t open our gyms until we know it is safe to do so.

"While the pandemic means we can’t welcome members to our gyms, we want to do everything we can to offer health and fitness support to everyone in the UK.

"With millions of people across the country still largely confined to their homes, we hope that this programme will motivate and inspire people to stay healthy and achieve their fitness goals safely”.

PureGym has made this move just weeks after revealing that it is trialling a franchise offering to grow the brand globally.

Speaking at the Fit Summit in Singapore earlier this month, chief strategy officer, Francine Davis, said the company is looking for master franchise partners in countries such as China, India, and Japan. She said Pure was testing the model and the first couple of deals had already been agreed.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
PureGym has become the latest fitness operator to deploy a digital offering in a bid to increase visibility and engage with non-members during the COVID-19 lockdown.
HAF,FIT,IND,PTS,SAM
2020/THUMB345582_540037_131993.jpg
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News

PureGym joins push to engage non-members with free online platform

PureGym has become the latest fitness operator to deploy a digital offering in a bid to increase visibility and engage with non-members during the COVID-19 lockdown.

The budget chain has made its virtual workout platform free to everyone via its PureGym app.

Previously only available to members, the platform offers more than 120 virtual workouts which have been designed – and are regularly updated – by PureGym’s team of trainers.

The current crisis has seen a number of operators engaging in a degree of subtle land-grabbing in a bid to establish new relationships with non-members. Among these are Nuffield, GLL and David Lloyd.

A major study into consumer attitudes towards the fitness industry, released this week, suggests that having a digital offering could be an important factor in ensuring customers return to gyms and leisure centres.

The National Post-Lockdown Recovery Survey, by Leisure-net Solutions, showed that a vast majority of consumers would either "maybe" (49.3 per cent) or "definitely" (18.9 per cent) be more likely to go back to using their leisure centre or gym if it offered online classes as part of its membership offer.

According to PureGym's chief marketing officer, Stephen Rowe, the decision to make the app free for everyone comes at a time when the chain is slowly beginning to prepare to reopen its doors.

“We're currently working hard to make our gyms a safe place for our colleagues to work in, and for our members to work out," Rowe said. "We won’t open our gyms until we know it is safe to do so.

"While the pandemic means we can’t welcome members to our gyms, we want to do everything we can to offer health and fitness support to everyone in the UK.

"With millions of people across the country still largely confined to their homes, we hope that this programme will motivate and inspire people to stay healthy and achieve their fitness goals safely”.

PureGym has made this move just weeks after revealing that it is trialling a franchise offering to grow the brand globally.

Speaking at the Fit Summit in Singapore earlier this month, chief strategy officer, Francine Davis, said the company is looking for master franchise partners in countries such as China, India, and Japan. She said Pure was testing the model and the first couple of deals had already been agreed.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
PureGym has become the latest fitness operator to deploy a digital offering in a bid to increase visibility and engage with non-members during the COVID-19 lockdown.
HAF,FIT,IND,PTS,SAM
2020/THUMB345582_540037_131993.jpg

News

Operating a further four weeks at reduced capacity will place serious pressure on English fitness
People experiencing homelessness are being offered free access to leisure centres by Oxford City Council.
IHRSA has appointed Elizabeth Clark as its new president and CEO. Clark joins the industry
Boutique studio operator TRIB3 has launched its own-brand range of luxury toiletries. The operator, which
Rainer Schaller's RSG Group is bringing its John Reed brand of health clubs to the
The government needs to urgently set out its plans to support physical activity and fitness
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Glofox will begin offering health clubs, gyms and fitness studios instant access to financing, following
Hong Kong-based Bricks Group has revealed plans to launch its health club chain, U Time,
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promotion
While much of the fitness industry has reopened its doors across the UK over the past weeks, many members are yet to return.
Opinion: Re-engaging your post-lockdown absent members
Featured supplier news
Featured supplier news: INEOS: The future of hand-sanitising
As gyms begin to reopen, cleanliness and hygiene remain an essential part of ensuring staff and members are confident to return.
Featured supplier news
Featured supplier news: First digital ecosystem for fitness equipment is launched after £300,000 funding boost
Orbit4 is the first digital ecosystem that manages and facilitates the entire commercial fitness product cycle.
Featured operators news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
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Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
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Company profile: Mediana Co., Ltd.
Mediana specialises in the manufacture of medical and health care devices, such as body composition ...
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Company profile: TRIB3 International Ltd
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Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
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Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Trade associations
International SPA Association - iSPA: Trade associations
Skincare
Sothys: Skincare
Uniforms
Service Sport: Uniforms
Wearable technology solutions
MyZone: Wearable technology solutions
Management software
fibodo Limited: Management software
Architects/designers
Zynk Design Consultants: Architects/designers
Property & Tenders
Pendine Sands, Carmarthenshire
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Diary dates
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Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
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tbc, Dunedin, New Zealand
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JP Lennard
JP Lennard