press release: Pure Energy Music
Pure Energy Music accelerates international growth with Planet Fitness partnership across 50 sites in South Africa
Pure Energy Music, the UK’s leading provider of music for the fitness and wellness industry, has signed a new three-year agreement with Planet Fitness, bringing its platform to 50 sites across South Africa. The partnership marks a significant step in the company’s continued international growth, while supporting Planet Fitness’ group exercise offering with expertly curated, class-ready music.
Under the agreement, Pure Energy Music will deliver music across Planet Fitness’ group exercise timetable, giving instructors access to an extensive library of expertly curated playlists tailored specifically for fitness environments. The platform enables instructors to streamline class preparation while ensuring music aligns seamlessly with the energy, pace, and flow of each session.
As part of the partnership, Pure Energy Music has also developed a bespoke Planet Fitness Channel, designed exclusively for the brand. The channel introduces a unique “Elemental Sections” concept, categorising recommended music into themes including Earth, Wind, Fire, and Water, making it even easier for instructors to find the right sound for different class styles - everything from pilates to HIIT and aqua.
To support rollout and adoption, Pure Energy Music delivered a series of online training sessions for Planet Fitness’ leads and brand ambassadors, ensuring teams were fully equipped to maximise the platform’s capabilities.
Pure Energy Music also collaborated with Planet Fitness to create a new Afrobeats-based album, working closely with the team throughout its development. Planet Fitness instructors tested the album pre-release, providing feedback that helped fine-tune it for maximum impact in classes.
Ceri Hannan, Head of Product at Planet Fitness, commented: “Music is at the heart of the experiences we deliver to our members, and Pure Energy Music provides an intuitive tool that helps our instructors create great classes every time. The bespoke Planet Fitness channel and Elemental Sections make it simple to navigate our music ecosystem, while their training support has ensured our teams can harness it fully. Music infrastructure is the glue that brings our classes together, and this partnership is a key part of how we continue to deliver standout group exercise experiences across all our sites.”
Andy Pickles, CEO of Pure Energy Music, added: “This partnership is an exciting opportunity to collaborate with Planet Fitness at scale. By creating a bespoke music channel tailored to their brand and supporting their teams through training, we’re helping instructors deliver consistent, dynamic class experiences across every site. It’s a great example of how we work closely with operators to shape music solutions that truly fit their needs.”
This three year agreement highlights Pure Energy Music’s continued growth across major fitness operators, demonstrating how its tailored platform and collaborative approach can support instructors in delivering engaging, high quality group exercise experiences at scale.
Jon Arundel, COO
Alison Hawke, FD
Hannah Trigwell, head of marketing, and
Ivan Stevenson, non-executive chairman
• David Lloyd,
• Everyone Active,
• Fitness First,
• Snap Fitness 24/7,
• Serco,
• Freedom Leisure
...and thousands of fitness instructors across more than 450 fitness locations nationwide.
Plans include hiring a Head of Customer Experience to strengthen support for instructors, and partnering with industry organisations to raise awareness around music licensing in fitness environments.
We’re also investing in tech to simplify implementation for operators, while supporting international expansion in markets like South Africa and Saudi Arabia.
– Joanna Hancock, group exercise coordinator, Everyone Active.
– Antony Stewart, digital fitness director Europe, Johnson HealthTech.
– Sophie Godson, instructor, Aspiration Training.
