Fifty-six former Blink Fitness gyms in New York and New Jersey have been upgraded and rebranded as PureGym and are now open for business. 

Unveiled on 8 December, the gyms are open 24/7, offering premium gym equipment at monthly rates ranging from US$24.99 to $41.99, plus a joining fee (more details of pricing below).

Three New York locations – 54th Street in Manhattan, Canarsie in Brooklyn, and Woodside in Queens – received further upgrades and will serve as pilot sites. Extra equipment has been added to meet growing consumer demand for strength and hybrid training including turf with sleds, hack squat machines, Olympic weightlifting machines, dumbells up to 110lbs, assault bikes, slam balls and wall balls 

“We believe everyone should have access to high-quality fitness, at any time they want, and we’re committed to making that possible for New Yorkers,” said Rebecca Passmore, group chief operating officer. “Our mission is to inspire healthier nations and we are thrilled to finally bring the city that never sleeps a true 24/7, affordable way to prioritise their wellbeing.”

PureGym completed the US$121 million acquisition of Blink Fitness one year ago from Equinox, after the brand was put into Chapter 11 bankruptcy proceedings. 

Liz Terry, editor of HCM, said: "In less than a year, the team at PureGym has remodelled, refitted and relaunched its entire Blink Fitness portfolio, which is nothing short of extraordinary and really gives an insight into the company's ambitions and capabilities in terms of global growth."

Speaking at the HCM Summit in London on 23 October this year, Passmore revealed how PureGym is remodelling the Blink business, saying "We think hard about every single minute of staffing that goes into our labour model and low cost is at the heart of our business model and our customer proposition.

"We've refined this over the years and I'd like to say it's a pretty well oiled machine now, from our contactless entry points and our speed gates, to our CCTV and emergency help points. 

"We run this across all our European markets and we're doing the same now to our Blink business in New York. 

"It's interesting when you reflect on US low cost operators," said Passmore. "For some reason, they've renamed the sector HVLP – High Value, Low Price – but they seem to have lost track of what sits at the real heart of low cost. 

"Personnel costs in Blink were off the Richter scale and, quite frankly, that business was bought out of bankruptcy," she said.

"At PureGym we've driven significant efficiencies through the use of technology, saving on labour costs, while ensuring we don't compromise the member experience and, therefore, our value proposition," she concluded.

You can watch Rebecca Passmore at the HCM Summit 2025 here.

PureGym's US pricing and packages

PureGym US pricing is based on a range of packages with single site and all-locations options and also rolling monthly and annual, paid-upfront contracts.

US$41.99/month, plus a $10 joining fee gives acccess to all 56 locations, US$32.99 and a $20 joining fee gives access to 49 locations and US$24.99 and a $40 joining fee gives access to one home club. Day passes are US$15.

Paid in full rates are US$479 per year with no joining fee for all 56 locations, while the single location paid in full rate is US$299 with no joining fee.

Both these are automatically cancelled after one year.

The more expensive tiers also include multiple monthly guest passes and access to the app.