GF Issue 54

5 ADAPTABLE MODEL The PureGym model is adaptable to different sites, property markets, and population concentrations. With proven formats for a wide range of site sizes from 7,000 – 15,000 sq. ft.+ the model is suitable for a range of locations. PureGym’s collaborative approach to partnerships means it can adapt to cultural and legal requirements too. For example, tailoring the model in the Middle East by operating separate male and female sites. Nowhere has the appeal and success of the PureGym model been more evident than in the Middle East. With a fast-growing, dynamic economy and strong demand for value fitness, it was an obvious choice for PureGym to continue its expansion beyond Europe, and the brand has successfully partnered with a regional business to establish gyms across Saudia Arabia and the UAE. The first franchise site was launched in the Kingdom of Saudi Arabia (KSA) with local partner Ekitmal in 2021. Susan Turner, CEO PureGym Arabia, explains the appeal of the PureGym concept in KSA: “Gym memberships in KSA were traditionally characterized by long-term contracts, limited opening hours, and expensive memberships, which were hugely off-putting for the vast majority of people. With PureGym, it is the opposite – low-cost and high-value with no contractual commitment. 2 BOUTIQUE EXPERIENCE ON A BUDGET People are increasingly looking for greater value from their gym provider. No other operator provides the same unique offer of a boutique gym experience at a budget price, with memberships starting from £15.99 a month in the UK. At each PureGym, members have access to hundreds of pieces of state-of-the-art equipment, a wide range of instructor-led classes included in the membership price, multi-purpose training zones, and spacious studios. Members can also access highly qualified personal trainers to help them reach their fitness goals. 3 INDUSTRY LEADING TECHNOLOGY Innovative technology is at the core of PureGym’s success, creating a seamless customer experience for members and driving the business behind the scenes. As a digital-first gym company, all memberships are created online or via the award-winning PureGym app which allows members to sign up, provides contactless access to the gym, enables members to book classes, view workout plans and access health and nutritional advice. 4 EXPERTISE IN RUNNING A SUCCESSFUL GYM BUSINESS With a tried and tested model, PureGym is well positioned to help its partners achieve success. Extensive support is provided by in-house experts across all areas of the business including real estate, marketing, staff training and development, IT and operations which ensures the successful implementation of the business model from gym development and delivery all the way through to scale up. Together, we have helped meet pent up demand for value fitness in KSA and have seen huge uptake from local communities who find PureGym’s fuss-free approach to fitness really refreshing.” Under the PureGym Arabia brand, the business has now opened 20 gyms in the region, with two new sites opening in the UAE in 2023 and plans to open 130 gyms across the wider Middle East and North Africa (MENA) region by 2027. Susan reflects on how the PureGym model has disrupted the market: “We are incredibly proud to have pioneered the high-value, low-price gym concept in Saudi Arabia and to be providing so many people with access to flexible, affordable fitness facilities that they can use to enhance their mental and physical wellbeing. There is no doubt that our success has inspired others to enter the value fitness market in Saudi Arabia which has grown significantly since we started. We have ambitious expansion plans and look forward to the next stage of our journey here.” Now PureGym is continuing its international expansion and is seeking ambitious investment partners who have the vision, capability, and capital to develop market leading gym and fitness businesses in attractive international markets such as the U.S., Japan, India, and South East Asia. “There is no doubt that our success has inspired others to enter the value fitness market in Saudi Arabia” The Nad Al Sheba opening in Dubai, UAE, in January 2023. GLOBAL FRANCHISE.COM 17 PUREGYM