Pure Energy Music renews partnership with Serco Leisure / Shutterstock

Pure Energy Music, the UK’s leading provider of fitness-focused music, has extended its partnership with Serco Leisure for another five years. The renewal follows a first year in which Serco saved an estimated £65,000 by switching to Pure Energy Music.

Serco is one of the UK’s leading operators of leisure centres, managing over 50 facilities nationwide on behalf of local authorities and other partners. Its portfolio spans gyms, swimming pools, elite sports venues, and a wide ranging group exercise programme that includes everything from aqua aerobics to yoga. With new sites and contracts regularly added, Serco needed a system that could scale easily, stay fully compliant, and ensure a consistent experience for members.

Since first partnering in January 2025, Pure Energy Music has been supporting a selection of Serco’s group exercise classes across 42 sites. The rollout began with half of the group exercise timetables and was completed by May 2025, by which point more than 90% of instructors were using the platform. Over 280 instructors were onboarded during this period, collectively logging more than 46,000 sessions. By May, 314 instructors were using Pure Energy Music an average of 9,208 times per month. Instructors reported high satisfaction, giving the platform four-star ratings or higher for ease of use, while Serco achieved an estimated £65,000 in cost savings in the first year compared with traditional music licensing models.

Jamie Townsend, National Health and Fitness Manager at Serco Leisure, said: “This partnership allows us to enhance the experience for our members and strengthen our group exercise offering. By providing instructors with a curated library of music, we can create immersive, engaging classes that motivate participants and maintain consistency across all our sites. My class numbers are high, and the music itself creates a real buzz.”

Building on the success of this initial rollout, Serco’s renewed partnership introduces co-curated music tailored to specific class formats, further cementing Pure Energy Music’s role as a long term strategic partner in the group exercise experience.

Andy Pickles, CEO of Pure Energy Music, said: “Continuing our partnership with Serco allows us to bring music and technology together in a way that truly enhances every class. By delivering carefully curated soundtracks, we help instructors lead with confidence and create an immersive experience for members. Working collaboratively, we’ve developed a solution that raises the standard of group exercise across Serco’s network, supporting classes that inspire participation, performance, and long term engagement.”

The renewed partnership further reinforces Pure Energy Music’s position as a leading innovator in fitness music, continuing its mission to provide high quality, instructor friendly soundtracks that enhance performance and boost participation across the UK fitness sector.