GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
We Work Well Events
We Work Well Events
We Work Well Events
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

News

PureGym's Rebecca Passmore: bounceback since lockdown 'much better than expected'

Number of health club members returning to gyms since lockdown has beaten all expectations
PureGym MD Rebecca Passmore said the bounceback reflected consumers' confidence in returning to fitness facilities
In the first 28 days since lockdown restrictions were lifted, PureGym saw membership grow 10 per cent
Passmore also revealed that there has been a radical change in the way members used gyms

The number of health club members returning to gyms since lockdown has beaten all expectations, according to Rebecca Passmore, UK managing director of PureGym.

Talking exclusive to HCM, Passmore said the bounceback was both strong and "continuing", reflecting consumers' confidence in returning to fitness facilities.

"We're now in the eighth week of trading in England and performance has been really strong – as it has in other regions," Passmore said

"The reality is that it's been much better than we expected.

"What's really interesting is that the bounce back is continuing – it hasn't been a case of an initial strong influx of members returning, followed by a slowdown.

"What we are seeing is that, as each week goes, more and more new members are coming into the market."

Passmore said that the return from "Lockdown 3" has also been markedly quicker than it was from the first pandemic lockdown, back in the summer of 2020.

"Coming out of the latest lockdown, our underlying paying membership base was 9 per cent lower than it was after lockdown one – so we've had an even bigger mountain to climb than we did last year," she said, adding that PureGym "wasn't profit-making at the point of opening back up".

"But we've seen a much quicker bounce back this time around.

"In the first 28 days following lockdown 1 (in 2020), we saw a 4 per cent uplift in membership numbers. This time, after lockdown 3, that figure was 10 per cent."

Passmore also revealed that there has been a radical change in the way members used gyms.

"What is really interesting is people are now visiting us more often – the level of activity per member is up significantly," she said.

"The frequency of visits per active member it's about 10 per cent higher than we've seen in the past."

"We're currently already seeing around 95 per cent of the visits that we saw pre-COVID-19, even though our membership base is significantly down (PureGym had 1.14m UK members in December 2019 – compared to 1.1 million as of 3 June 2021).

"We've also seen that visiting times are shifting.

"In the past, our traditional peak hours have always been 5pm to 8pm – but has now changed and we're seeing less people come during those times.

"Instead, what we've seen is a significantly higher level of visits between 7am and 3pm and the hours between 8pm and 11pm."

Passmore added that PureGym "was not alone" in seeing a strong return to business.

"Talking to other operators, it's very clear that the bounce back for the whole industry has been really very strong," she said.

"I believe the robust return we've seen is a really clear indication of the increased importance people now place on health and wellness across – and especially the role that health clubs and gyms play in achieving it."

PureGym has opened 13 new gyms in the UK since 12 April – 10 of which opened in the first week of lockdown restrictions being lifted in England.

The group is preparing to open five new sites in the coming weeks, in Stevenage, Stowmarket, London Angel, Torquay and Bicester.

In April, PureGym revealed that its group-wide revenue had declined by £177m during 2020, as it lost 37 per cent of its trading days due to pandemic lockdowns.

PureGym started 2020 with 504 clubs across Europe (the UK, Denmark, Switzerland and Poland).

During the year, the group closed operations in Poland, where it had 19 gyms.

As of 3 June, PureGym has a total of 506 across three countries – 286 in the UK, 180 in Denmark and 40 in Switzerland.

The number of health club members returning to gyms since lockdown has beaten all expectations, according to Rebecca Passmore, UK managing director of PureGym.
PTS,HAF,FIT,IND
2021/THUMB347883_288044_335372.jpg
Latest News
A new physical activity programme called Big Sister has been launched in the UK to ...
Latest News
Go Fit has been selected by the United Nations Economic Commission for Europe (UNECE) as ...
Latest News
Ness, a US startup that is developing a range of wellness-driven credit cards, has launched ...
Latest News
Following a history of supporting US military and service members, F45 has announced a new ...
Latest News
Hyatt is piloting private gyms in five of its US hotels as part of its ...
Latest News
A young girl has died following an incident at the David Lloyd gym at Capability ...
Latest News
New fitness franchise, Circuit Society, has signed its first London location in Bayswater. The 3,000sq ...
Latest News
Active Nottingham, part of Nottingham City Council, has released a children’s book called Can We ...
HCM Magazine
Supplier showcase
Pulse Fitness and Bolsover District Council have been collaborating for many years to deliver dedicated community activity spaces
HCM Magazine
Research
Bryce Hastings, head of research at Les Mills, explains the latest research into exercise motivation, giving tips on how to engage hard-to-reach members
HCM Magazine
Everyone's talking about
In the wake of the pandemic, is the time ripe to change the language around the role of exercise professionals, and gain greater trust from the healthcare sector?
HCM Magazine
Q&A
Social media influencers cause harm by raising unrealistic expectations of physical perfection, as Andrea Dearden explains
HCM Magazine
Research
Being physically active can heal damage caused by diabetes, enabling the activation of a natural system that grows new blood vessels, according to research in the US
HCM Magazine
Insight
The Global Wellness Summit brought together public health and wellness experts in Boston recently. Jane Kitchen was there for HCM to see first-hand what this ‘New new era in health and wellness’ will look like for the sector
HCM Magazine
Sponsored
Yate Leisure is one of the largest sites in Circadian Trust’s portfolio, with around 4,000 members. Ben Beasley, director of commercial development, explains why they were an early adopter of Technogym Biocircuit, and how the offer has evolved
HCM Magazine
HCM magazine
What to do when your changing rooms need a refresh, but your budget is stretched? These specialists share their top tips for easy upgrades that won’t break the bank
HCM magazine
In April, Deloitte and Europe Active published the ninth edition of their yearly European Health and Fitness Market Report, as Karsten Hollasch explains
HCM magazine
I’ve never believed in the hybrid model. People want to be around people. That’s why clubs are so powerful, and that’s what we need to play on
Featured supplier news
Featured supplier news: Thousands flock to register for Elevate 2022 in London this summer
The health and fitness industry is eagerly awaiting the return of Elevate, which will take place on 15-16 June 2022 at ExCeL London.
Featured supplier news
Featured supplier news: UK health clubs hit by rising cost of energy
Health clubs across the UK are facing huge rises in business energy bills which are forcing difficult decisions.
Featured operator news
Featured operator news: Serco Leisure wins 10-year Mansfield contract
Following a competitive tendering process, Serco Leisure and its partner More Leisure Community Trust Limited (MLCT) have been awarded a 10-year contract by Mansfield District Council to operate three centres in the town, starting 1 May 2022.
Featured operator news
Featured operator news: New partnership delivers swimming support to children with disabilities
A new partnership has been launched to provide inclusive swimming for children with mobility, visual and hearing disabilities.
Company profiles
Company profile: Perfect Gym Solutions S.A.
Perfect Gym currently provides fitness software solutions to customers in 55+ countries, servicing more than ...
Company profiles
Company profile: Matrix Fitness
Matrix provides innovative commercial fitness equipment to facilities in all market sectors including private health ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Fitness equipment
A Panatta Sport Srl: Fitness equipment
trade associations
International SPA Association - iSPA: trade associations
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Management software
Premier Software Solutions: Management software
Skincare
Sothys: Skincare
Wearable technology solutions
MyZone: Wearable technology solutions
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
On demand
Fitness On Demand: On demand
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
30-30 Jun 2022
The ICC, Birmingham, Birmingham , United Kingdom
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates

News

PureGym's Rebecca Passmore: bounceback since lockdown 'much better than expected'

Number of health club members returning to gyms since lockdown has beaten all expectations
PureGym MD Rebecca Passmore said the bounceback reflected consumers' confidence in returning to fitness facilities
In the first 28 days since lockdown restrictions were lifted, PureGym saw membership grow 10 per cent
Passmore also revealed that there has been a radical change in the way members used gyms

The number of health club members returning to gyms since lockdown has beaten all expectations, according to Rebecca Passmore, UK managing director of PureGym.

Talking exclusive to HCM, Passmore said the bounceback was both strong and "continuing", reflecting consumers' confidence in returning to fitness facilities.

"We're now in the eighth week of trading in England and performance has been really strong – as it has in other regions," Passmore said

"The reality is that it's been much better than we expected.

"What's really interesting is that the bounce back is continuing – it hasn't been a case of an initial strong influx of members returning, followed by a slowdown.

"What we are seeing is that, as each week goes, more and more new members are coming into the market."

Passmore said that the return from "Lockdown 3" has also been markedly quicker than it was from the first pandemic lockdown, back in the summer of 2020.

"Coming out of the latest lockdown, our underlying paying membership base was 9 per cent lower than it was after lockdown one – so we've had an even bigger mountain to climb than we did last year," she said, adding that PureGym "wasn't profit-making at the point of opening back up".

"But we've seen a much quicker bounce back this time around.

"In the first 28 days following lockdown 1 (in 2020), we saw a 4 per cent uplift in membership numbers. This time, after lockdown 3, that figure was 10 per cent."

Passmore also revealed that there has been a radical change in the way members used gyms.

"What is really interesting is people are now visiting us more often – the level of activity per member is up significantly," she said.

"The frequency of visits per active member it's about 10 per cent higher than we've seen in the past."

"We're currently already seeing around 95 per cent of the visits that we saw pre-COVID-19, even though our membership base is significantly down (PureGym had 1.14m UK members in December 2019 – compared to 1.1 million as of 3 June 2021).

"We've also seen that visiting times are shifting.

"In the past, our traditional peak hours have always been 5pm to 8pm – but has now changed and we're seeing less people come during those times.

"Instead, what we've seen is a significantly higher level of visits between 7am and 3pm and the hours between 8pm and 11pm."

Passmore added that PureGym "was not alone" in seeing a strong return to business.

"Talking to other operators, it's very clear that the bounce back for the whole industry has been really very strong," she said.

"I believe the robust return we've seen is a really clear indication of the increased importance people now place on health and wellness across – and especially the role that health clubs and gyms play in achieving it."

PureGym has opened 13 new gyms in the UK since 12 April – 10 of which opened in the first week of lockdown restrictions being lifted in England.

The group is preparing to open five new sites in the coming weeks, in Stevenage, Stowmarket, London Angel, Torquay and Bicester.

In April, PureGym revealed that its group-wide revenue had declined by £177m during 2020, as it lost 37 per cent of its trading days due to pandemic lockdowns.

PureGym started 2020 with 504 clubs across Europe (the UK, Denmark, Switzerland and Poland).

During the year, the group closed operations in Poland, where it had 19 gyms.

As of 3 June, PureGym has a total of 506 across three countries – 286 in the UK, 180 in Denmark and 40 in Switzerland.

The number of health club members returning to gyms since lockdown has beaten all expectations, according to Rebecca Passmore, UK managing director of PureGym.
PTS,HAF,FIT,IND
2021/THUMB347883_288044_335372.jpg

News

A new physical activity programme called Big Sister has been launched in the UK to
Go Fit has been selected by the United Nations Economic Commission for Europe (UNECE) as
Ness, a US startup that is developing a range of wellness-driven credit cards, has launched
Following a history of supporting US military and service members, F45 has announced a new
Hyatt is piloting private gyms in five of its US hotels as part of its
A young girl has died following an incident at the David Lloyd gym at Capability
Fitness On Demand
Fitness On Demand
With a focus on globalisation, Magicline has officially launched its software in the UK. As
New fitness franchise, Circuit Society, has signed its first London location in Bayswater. The 3,000sq
Active Nottingham, part of Nottingham City Council, has released a children’s book called Can We
The new £42m Moorways Sports Village will open its doors to the public on Saturday
Fitness industry veteran Harm Tegelaars has returned to the fitness industry by joining the board
Planet Fitness saw its Q1 2022 revenue increase by 66.9 per cent (to US$186.7m) on
Sport England and UK Active have signed a five-year partnership agreement which will see the
Elevate
Elevate
ACTIV, a gym chain in Riyadh, Saudi Arabia, which operates separate gyms for men and
Planet Fitness is offering high-school students free access to any of its 2,200 locations in
How can organisations, including health club and leisure businesses, decarbonise, generate clean energy and harness
Being physically active can counter the damage of diabetes by enabling the activation of a
Altis, an artificial intelligence-based personal trainer solution, has secured more than US$3m worth of financing,
Members of the United States Congress and Washington DC staff are competing against each other
1Rebel has acquired two Core Collective clubs as part of a pre-pack administration deal, along
ukactive
ukactive
Global fitness technology provider Virtuagym has raised a new €3m investment from Icecat, an Amsterdam-based
Basic-Fit opened a record number of 72 clubs in the first quarter of 2022. Fifty-five
Deborah Szekely, philanthropist, social activist, teacher and entrepreneur, has been inducted into the Wellness Hall
Les Mills
Les Mills
1 - 20 of 12,210
HCM Magazine
Supplier showcase
Pulse Fitness and Bolsover District Council have been collaborating for many years to deliver dedicated community activity spaces
HCM Magazine
Research
Bryce Hastings, head of research at Les Mills, explains the latest research into exercise motivation, giving tips on how to engage hard-to-reach members
HCM Magazine
Everyone's talking about
In the wake of the pandemic, is the time ripe to change the language around the role of exercise professionals, and gain greater trust from the healthcare sector?
HCM Magazine
Q&A
Social media influencers cause harm by raising unrealistic expectations of physical perfection, as Andrea Dearden explains
HCM Magazine
Research
Being physically active can heal damage caused by diabetes, enabling the activation of a natural system that grows new blood vessels, according to research in the US
HCM Magazine
Insight
The Global Wellness Summit brought together public health and wellness experts in Boston recently. Jane Kitchen was there for HCM to see first-hand what this ‘New new era in health and wellness’ will look like for the sector
HCM Magazine
Sponsored
Yate Leisure is one of the largest sites in Circadian Trust’s portfolio, with around 4,000 members. Ben Beasley, director of commercial development, explains why they were an early adopter of Technogym Biocircuit, and how the offer has evolved
HCM Magazine
HCM magazine
What to do when your changing rooms need a refresh, but your budget is stretched? These specialists share their top tips for easy upgrades that won’t break the bank
HCM magazine
In April, Deloitte and Europe Active published the ninth edition of their yearly European Health and Fitness Market Report, as Karsten Hollasch explains
HCM magazine
I’ve never believed in the hybrid model. People want to be around people. That’s why clubs are so powerful, and that’s what we need to play on
HCM magazine
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM magazine
As HCM passed its 300th edition milestone, readers shared their thoughts and feelings on HCM’s contribution to the industry in a very special postbag
HCM magazine
HCM People

Jon Wright

Founder and CEO, Feel Electric
We’ve set ourselves the initial goal of developing 100 Feel Electric sites, using a cluster model
HCM magazine
HCM People

Gunnar Peterson

Chief of athletics, F45
Choose consistent over perfect. That’s the long game. It’s never too late to pivot to that mindset
HCM magazine
The pandemic brought about our sector’s biggest ever collaboration on COVID safety data. Lizzie Broughton tells the story
HCM magazine
Having a portfolio of more than 1,000 health club locations is the aim of ambitious operators, with this elite category growing fast, creating new dynamics in the market
HCM magazine
Featured supplier news
Featured supplier news: Thousands flock to register for Elevate 2022 in London this summer
The health and fitness industry is eagerly awaiting the return of Elevate, which will take place on 15-16 June 2022 at ExCeL London.
Featured supplier news
Featured supplier news: UK health clubs hit by rising cost of energy
Health clubs across the UK are facing huge rises in business energy bills which are forcing difficult decisions.
Featured operator news
Featured operator news: Serco Leisure wins 10-year Mansfield contract
Following a competitive tendering process, Serco Leisure and its partner More Leisure Community Trust Limited (MLCT) have been awarded a 10-year contract by Mansfield District Council to operate three centres in the town, starting 1 May 2022.
Featured operator news
Featured operator news: New partnership delivers swimming support to children with disabilities
A new partnership has been launched to provide inclusive swimming for children with mobility, visual and hearing disabilities.
Company profiles
Company profile: Perfect Gym Solutions S.A.
Perfect Gym currently provides fitness software solutions to customers in 55+ countries, servicing more than ...
Company profiles
Company profile: Matrix Fitness
Matrix provides innovative commercial fitness equipment to facilities in all market sectors including private health ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Fitness equipment
A Panatta Sport Srl: Fitness equipment
trade associations
International SPA Association - iSPA: trade associations
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Management software
Premier Software Solutions: Management software
Skincare
Sothys: Skincare
Wearable technology solutions
MyZone: Wearable technology solutions
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
On demand
Fitness On Demand: On demand
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
30-30 Jun 2022
The ICC, Birmingham, Birmingham , United Kingdom
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
We Work Well Events
We Work Well Events
Partner sites