PureGym Limited, one of Europe’s largest and fastest-growing fitness brands, is significantly expanding its presence in the United States with the launch of multiple rebranded clubs across New York and New Jersey. Formerly operating as Blink Fitness locations, the clubs are being fully upgraded and transitioned into the PureGym brand, with most opening with 24/7 access and additional locations converting in the months ahead.
In November 2024, PureGym acquired Blink’s corporate operations and New York and New Jersey locations.
The move represents a milestone for the U.K.-founded operator as it continues to scale its proven high-value, low-cost model beyond Europe and deepen its footprint in the highly competitive U.S. market.
Founded in 2009, PureGym pioneered the no-contract, affordable fitness model in Europe and has since grown into a global operator serving more than 1.4 million members across over 500 gyms worldwide. The group operates corporate-owned clubs in the U.K., Denmark, Switzerland and the United States, along with franchise locations across the Middle East. The company is backed by Leonard Green & Partners, KKR and key members of its management team.
PureGym’s expansion into New York and New Jersey represents a strategic step into one of the most competitive and high-demand fitness markets in the world. With urban consumers increasingly seeking accessible, flexible fitness options, the brand identified a significant opportunity — particularly among night-shift and early-morning workers historically underserved by traditional operating hours.
“We believe everyone should have access to high-quality fitness, at any time they want, and we’re committed to making that possible for New Yorkers,” said Rebecca Passmore, the chief operating officer of PureGym. “Our mission is to inspire a healthier nation and we are thrilled to finally bring the city that never sleeps a true 24/7, affordable way to prioritize their well-being.”
Each former Blink Fitness location has been upgraded to align with the PureGym brand standard — offering premium strength and cardio equipment at accessible price points. Memberships will range from $24.99 to $39 per month.
Standard offerings across the portfolio include expansive free-weight areas, barbells, racks, assisted machines, treadmills, ski ergs and rowers. Members will also have access to personal training.
Three locations — 54th Street in Manhattan, Canarsie in Brooklyn and Woodside in Queens — are being positioned as pilot sites featuring enhanced strength and hybrid training offerings. These clubs include turf training zones with sleds, Olympic lifting stations, assault bikes, slam balls, wall balls and dumbbells up to 110 pounds.
PureGym will use these pilot locations to evaluate member response to premium training environments within its affordable model, with broader portfolio enhancements planned in 2026 as part of a multi-million-dollar capital investment strategy.
PureGym’s latest U.S. expansion underscores a broader trend of large European fitness brands exporting their operating models to North America as consolidation and value-focused growth continue globally.
