Wexer, the global digital fitness leader, announced it has partnered with Pure Fitness to create a program of instructor-led group fitness classes for its first U.S. gyms.
Pure Gym, one of the largest health club operators in Europe with over 500 clubs in the UK, Switzerland and Denmark, has unveiled details of its first three locations in the U.S. The first club is already open in the town of Tysons Corner, with two more due to open in the Washington metropolitan area in Q1 2022 in the towns of Springfield and Elkridge – and will operate under the new Pure Fitness brand.
Alongside more traditional gym-based offerings including top-of-the-range cardio and weights equipment and live instructor-led group fitness classes, Pure Fitness will offer members a dedicated virtual fitness program, which has been created in partnership with Wexer. Each club will be equipped with two Wexer Virtual players that will deliver the best and brightest of virtual fitness across HIIT, cardio, strength, yoga, cycling and more. All members with peak memberships will have all-inclusive access to this virtual group exercise offering, which provides even greater flexibility and accessibility.
“We’re hugely excited to leverage our expertise and market-leading technology to help Pure Fitness differentiate itself in the U.S. market,” said Jake Shand, the head of business development for Wexer USA. “With over 1,600 classes available through Wexer Virtual, the group exercise area in Pure Fitness will be an exciting space that drives member participation and satisfaction.”
“We are excited to be opening gyms in the US, where we believe our model – high quality, flexible and affordable fitness – is not well represented. The addition of virtual fitness will help to set us apart from the competition even more” confirmed Francine Davis, the chief strategy officer at PureGym. “We believe we have great opportunities ahead of us and are excited to see how our trial sites in the U.S. perform.”
“From its roots in the UK in 2014, this is a partnership that goes from strength to strength,” added Shand. “The whole Wexer team is looking forward to the next exciting step of the journey with the PureGym Group.”