PureGym looking to diversify, plans roll out of 'small box' gym model

PureGym has revealed it has a number of new concepts in its development pipeline, as part of plans to diversify its offer.

Speaking exclusively to Health Club Management, Francine Davis, PureGym's commercial and strategic development director, said one the most advanced new products was the company's new "small box" gym concept.

"Our large-format clubs require a high population density, so we decided to create a model at 5,000–8,000sq ft – about a third of the size of a standard club," Davis said.

"It wasn’t just about taking the PureGym model and cutting it down, but about creating a brand new proposition with new floor layouts and flexible space.

"These are vibrant, friendly, local gyms, with semi-open studios, inviting usage when no classes are running. The back office is minimised too, with the desk on the gym floor, so the staff are there to help."

She added that a full roll-out of the small-size clubs will commence in 2019.

"We’ve launched two so far – Tunbridge in January 2018 and Buckingham at the end of April – and we’ll open a few more this year," Davis said.

"However, it’s still at the stage where we are fine-tuning the model, so we won’t hand it over for a more rapid roll-out until next year."

As well as the smaller clubs, there are a number of other new products and formats that PureGym is working on – including improvements to its tech offering and a women-only concept.

"There are a few things we’re looking at," Davis explained. "The first is a new app, with the initial phase already introduced and the full version due out by the end of this year.

"We’re also exploring the idea of a female-only proposition off the back of research we carried out among female members and non-members. These concepts have been successful in Germany, but not in the UK so far.

"It may not turn out to be right for the market, but it’s something we’re exploring."

To find out more about PureGym's plans – including a new high-spec virtual group exercise studio concept – click here to read a full-length interview with Davis, operations director Rebecca Passmore and director of human resources Eve Sukhnandan.