Pure Gym reveals its reopening video with Chris Hoy, Greg Whyte and Dina Asher-Smith

Budget operators, Pure Gym has released its reopening video, taking a very customer-centric approach.

The video stresses the warm welcome, the ease of use and the commitment to safety, featuring Professor Greg Whyte as the expert endorsing the operator's hygiene protocols, while Sir Chris Hoy and athlete Dina Asher-Smith endorse the operator and reconfirm the 'back to training' message.

Hoy is an investor in Pure Gym and an ambassador for the brand.

Pure Gym has installed sanitation stations, screens and social distancing graphics, as well as contactless check-in with barcode. It says opening hours will be reduced initially and recommends members use the Pure Gym app to visit at quiet times and avoid queuing.

This approach contrasts with the tack taken by The Gym Group, which includes a shot of people queuing outside a gym and waiting their turn to go in – a scene which prompted some negative comments on social media with members saying they either can't or won't queue.

Pure Gym has had 111,700 views and 6,167 likes in two days, against The Gym Group, with 48,000 views and 1,950 likes in four days.

Concerns aired by members in response to both videos centre around ease of access, overcrowding, reduced opening hours and whether their loyalty to the company during lockdown – either through continuing their membership, or using the online classes – will give them any additional benefits or access privileges when they return to the gym.

One member asked that – given they had been doing classes with a particular instructor online during lockdown – they would have preferential treatment when it came to booking classes with that instructor back in the gym.

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We’re not open yet, but we’re ready! ⠀⠀⠀⠀⠀⠀⠀⠀ At PureGym, we’ve always put our members first. That’s why we’re committed to providing you with a cleaner, safer place to train and you’ll still find everything you need for a great workout. ⠀⠀⠀⠀⠀⠀⠀⠀ When the government confirms we can reopen our gyms, we’ll be ready to welcome you back in the gym. ⠀⠀⠀⠀⠀⠀⠀⠀ We’ll be in touch with all of our members when our gyms start to reopen, but for now, take a look at what you can expect when you return. For more information see puregym.com/trainsafe

A post shared by PureGym (@puregymofficial) on Jun 19, 2020 at 10:52am PDT

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Today we’re launching our #SafeWithUs Commitment. We can’t wait to get back in the gym – and we know lots of you can’t either! While we’re waiting to hear when our gyms can reopen, we wanted to reassure everyone that we’ve been doing all we can during our closure to make our gyms as safe as possible for our teams and our members. In the meantime – get stretching! #SafeWithUs #GymItTogether

A post shared by The Gym Group (@thegymgroup) on Jun 17, 2020 at 8:44am PDT