PureGym, a U.K.-based fitness operator and the second largest in Europe, has formed a partnership with RCS Real Estate Advisors to facilitate the expansion of its Pure Fitness brand in North America. Established in 2008, PureGym has been a pioneer in offering 24/7 value gyms and has pursued global expansion, with recent ventures into North America under the Pure Fitness name and the Middle East under PureGym Arabia.
The collaboration with RCS Real Estate Advisors, known for its expertise in retail real estate strategy, aims to boost Pure Fitness’s growth in the
U.S. and Canada. James Hathaway, Group International Strategy & Franchising Director at Pure Fitness, expressed enthusiasm about the partnership, citing RCS’s extensive knowledge and success in retail real estate as aligning with Pure Fitness’s expansion goals. Pure Fitness, recognized for making fitness more accessible and affordable, offers low-cost, contract-free memberships, modern equipment, various classes, and 24/7 gym access. The brand currently boasts 1.9 million members globally across nearly 600 gyms, including three in the Washington, D.C. area opened in 2022.
The partnership’s objective is to establish Pure Fitness as a major fitness operator in North America, targeting expansion through franchising opportunities in the U.S. market. RCS Real Estate Advisors will play a crucial role in guiding Pure Fitness through commercial real estate intricacies, leveraging their experience in site selection and lease negotiation to identify optimal locations for new gyms.
Moe Puri, Vice President at RCS Real Estate Advisors, expressed honor in being selected by PureGym to assist in expanding the Pure Fitness brand in North America. Puri emphasized the commitment of RCS to finding premium locations and franchising opportunities that align with Pure Fitness’s strategic goals.
This expansion is part of Pure Fitness’s global growth strategy, with the aim of revolutionizing the American fitness industry. With RCS Real Estate Advisors as a strategic partner, Pure Fitness is set to make high-quality fitness experiences more widely available in one of the fastest-growing sectors worldwide.
