PureGym's Rebecca Passmore: bounceback since lockdown 'much better than expected'
Leisure Opportunities
Job search
Job Search
see all jobs
Latest job opportunities
star job
CVLIFE
£28,000 - £33,000 (depending on experience)
Coventry, UK
star job
Dulwich College
£10.00 per hour
Dulwich College, The Sports Club
Everyone Active
Competitive
South Oxhey Leisure Centre, Watford
Birmingham City Council
£44,863 - £56,075 pro rata
Birmingham, UK
Basingstoke Sports Trust
£25,877.26pa plus benefits
Newbury, UK

PureGym's Rebecca Passmore: bounceback since lockdown 'much better than expected'

Number of health club members returning to gyms since lockdown has beaten all expectations
PureGym MD Rebecca Passmore said the bounceback reflected consumers' confidence in returning to fitness facilities
In the first 28 days since lockdown restrictions were lifted, PureGym saw membership grow 10 per cent
Passmore also revealed that there has been a radical change in the way members used gyms
Job opportunities
Dulwich College
£10.00 per hour
location: Dulwich College, The Sports Club, United Kingdom
more jobs

The number of health club members returning to gyms since lockdown has beaten all expectations, according to Rebecca Passmore, UK managing director of PureGym.

Talking exclusive to HCM, Passmore said the bounceback was both strong and "continuing", reflecting consumers' confidence in returning to fitness facilities.

"We're now in the eighth week of trading in England and performance has been really strong – as it has in other regions," Passmore said

"The reality is that it's been much better than we expected.

"What's really interesting is that the bounce back is continuing – it hasn't been a case of an initial strong influx of members returning, followed by a slowdown.

"What we are seeing is that, as each week goes, more and more new members are coming into the market."

Passmore said that the return from "Lockdown 3" has also been markedly quicker than it was from the first pandemic lockdown, back in the summer of 2020.

"Coming out of the latest lockdown, our underlying paying membership base was 9 per cent lower than it was after lockdown one – so we've had an even bigger mountain to climb than we did last year," she said, adding that PureGym "wasn't profit-making at the point of opening back up".

"But we've seen a much quicker bounce back this time around.

"In the first 28 days following lockdown 1 (in 2020), we saw a 4 per cent uplift in membership numbers. This time, after lockdown 3, that figure was 10 per cent."

Passmore also revealed that there has been a radical change in the way members used gyms.

"What is really interesting is people are now visiting us more often – the level of activity per member is up significantly," she said.

"The frequency of visits per active member it's about 10 per cent higher than we've seen in the past."

"We're currently already seeing around 95 per cent of the visits that we saw pre-COVID-19, even though our membership base is significantly down (PureGym had 1.14m UK members in December 2019 – compared to 1.1 million as of 3 June 2021).

"We've also seen that visiting times are shifting.

"In the past, our traditional peak hours have always been 5pm to 8pm – but has now changed and we're seeing less people come during those times.

"Instead, what we've seen is a significantly higher level of visits between 7am and 3pm and the hours between 8pm and 11pm."

Passmore added that PureGym "was not alone" in seeing a strong return to business.

"Talking to other operators, it's very clear that the bounce back for the whole industry has been really very strong," she said.

"I believe the robust return we've seen is a really clear indication of the increased importance people now place on health and wellness across – and especially the role that health clubs and gyms play in achieving it."

PureGym has opened 13 new gyms in the UK since 12 April – 10 of which opened in the first week of lockdown restrictions being lifted in England.

The group is preparing to open five new sites in the coming weeks, in Stevenage, Stowmarket, London Angel, Torquay and Bicester.

In April, PureGym revealed that its group-wide revenue had declined by £177m during 2020, as it lost 37 per cent of its trading days due to pandemic lockdowns.

PureGym started 2020 with 504 clubs across Europe (the UK, Denmark, Switzerland and Poland).

During the year, the group closed operations in Poland, where it had 19 gyms.

As of 3 June, PureGym has a total of 506 across three countries – 286 in the UK, 180 in Denmark and 40 in Switzerland.

Sign up for FREE ezines & magazines
The number of health club members returning to gyms since lockdown has beaten all expectations, according to Rebecca Passmore, UK managing director of PureGym.
PTS,HAF,FIT,IND
2021/THUMB347883_288044_335372.jpg

More News

1 - 15 of 43,330
24 Jun 2021
Technogym has launched a new app featuring an AI-powered digital coach. The Technogym App is designed for health clubs looking to tap into the increased ... More
23 Jun 2021
Forme has signed an exclusive partnership with boutique fitness operator Barry's, the latest sign of the blurring of boundaries between the at-gym and at-home fitness ... More
23 Jun 2021
The number of active memberships across European health clubs fell by roughly 10 million – or 15.4 per cent – during 2020, a year defined ... More
22 Jun 2021
Peloton is expanding its reach within the online fitness market with the launch of a new Corporate Wellness platform. The = service will be made ... More
22 Jun 2021
Dr Giles Yeo, a geneticist at Cambridge University in the UK, has written a new book in which he makes the case that the current ... More
20 Jun 2021
Laurence des Cars is to become the first female president of the Louvre, following her appointment by French president Emmanuel Macron. Art historian des Cars ... More
JP Lennard
JP Lennard
19 Jun 2021
Plans have been revealed to build the world's deepest pool in Cornwall, UK, which would house facilities serving the spaceflight, sports science and healthcare communities. ... More
18 Jun 2021
People with depression should be prescribed exercise and then monitored for the first 12 weeks of their regime – similar to the way physical therapy ... More
17 Jun 2021
Kew Gardens has established a "living laboratory" at its wild botanic garden at Wakehurst, UK. The move is part of a research project to explore ... More
17 Jun 2021
Frequent strenuous exercise increases the risk of developing motor neurone disease (MND) in people with certain genetic profiles. Over recent years, a number of high-profile ... More
16 Jun 2021
Discount rail and bus travel and £10m in vouchers to key attractions – funded by the National Lottery – are among the measures announced in ... More
16 Jun 2021
The UK government has extended the ban on commercial evictions until 25 March 2022. Announcing the move today (15 June), chief secretary to the Treasury, ... More
Spa Life UK
Spa Life UK
15 Jun 2021
Operating a further four weeks at reduced capacity will place serious pressure on English fitness facilities – if the government doesn't urgently provide additional financial ... More
15 Jun 2021
People experiencing homelessness are being offered free access to leisure centres by Oxford City Council. A scheme launched this month (June 2021) will see the ... More
15 Jun 2021
IHRSA has appointed Elizabeth Clark as its new president and CEO. Clark joins the industry body from the National Confectioners Association (NCA) – the trade ... More
1 - 15 of 43,330
Technogym
Technogym