Pure Gym in UK

This report provides an overview of Pure Gym, the largest gym chain in Britain. It discusses the competitive advantages of Pure Gym, its positioning in the market, and analyzes Porter's 5 Forces. The report also explores factors that influence Pure Gym's approach, its response to the market, and provides recommendations for future growth.

Running Head: Pure Gym in UK
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Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................4
Name of the Company: Pure Gym Limited.................................................................................4
Company Overview.....................................................................................................................4
Vision of the Company................................................................................................................4
Positioning...................................................................................................................................5
Factors attributing to positioning –..........................................................................................5
Competitive Advantage...............................................................................................................6
Porter’s 5 Forces..........................................................................................................................7
Factors that influence the approach of Pure Gym...................................................................8
Respond of the business to the market-...................................................................................9
Conclusion.......................................................................................................................................9
Reference.......................................................................................................................................11

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Introduction
Pure Gym Limited is a health and fitness club in United Kingdom. The following report
discuss about Pure Gym in United Kingdom. It is one of the leading fitness club in UK with
around one hundred gyms across the nation. The report further discuss on the competitive
advantages of the leading brand. It is ranked as one of the top brand of gym in United Nation.
The positioning of the gym was only possible due to the efforts of the trainers. Porter’s five force
of attributes highlighted the different areas that catered to the marketing strategies of the fitness
club. The different methods and procedure of pricing, supply chain management, human
resource, and advertising are discussed further in the report. There are many factors which are
discussed that helped the organization to grow in recent years. Pure Gym is looking forward to
extend its outlets in different parts of United Kingdom, with an aim of 300 plus gym outlets by
the year 2020. Further the report is concluded with few recommendations as to how the Pure
Gym should extend in next two to five years. The suggestions made was on behalf of working of
its own customized clothing, along with billboards advertisement and posting regular work out
videos on the social media platform.
The main fitness center is based in Leeds and there are more than two hundred gyms
across United Kingdom. In this report a vivid description of the organization is given as a
background, followed by the order of the rank in the economy (Lopresti, Hood and Drummond
2013). The report discuss about the competitive advantage with the other rivals in the market
classifying the Porters five factor analysis. The various factors like advertising, marketing,
pricing and supply chain helps in the growth of this sector in various parts of the country.

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Discussion
Name of the Company: Pure Gym Limited
Company Overview
Pure Gym Limited is a fitness center which is founded by Peter Robert in the year 2008,
with its headquarters in Leeds, United Kingdom. Pure Gym is the largest gym chain in Britain
and it has around two hundred gyms across United Kingdom (Gratton and Kokolakakis 2017).
According to 2017 report, Pure Gym has two hundred and thirty gyms according to the official
website. Most of the locations have the gym open for twenty four hours and offer facilities like
exercise classes, cardio equipment and fixed weights. The gyms are monitored by real time
television related to security staff and backup services (Chekhovska, 2017).
Vision of the Company
The vision of the company has been focusing on what people want from the facilities of
the gym and by introducing new innovative technique. Pure Gym has changed the focus of the
gym industry and had opened access to fitness at any hour of the day for all the members. The
aim of the company is to provide flexible and affordable membership to extraordinary quality
gyms to all individuals in the United Kingdom who aspire to upsurge their level of fitness. The
gym has made it affordable, convenient and simple for everyone to succeed their personal health
goals. The gym caters to the need of young or old and even to the pro or beginners. The group’s
approach is to endure to roll out innovative gyms with high revenues on capital, and also drive
the financial and operational performance of its remaining gym estate (Tang et al. 2015).

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Positioning
Pure Gym is one of the leading fitness center in United Kingdom and is positioned at the
top level in the entire economy. The biggest rival of Pure Gym is GYMBOX which is the biggest
competitor. Gym box is a private company situated in London and comparatively has nine
hundred and seventy one less employees than Pure Gym. The second competitor is Xercise4less,
situated in Leeds since 2006 and was considered as one of the top competitor of Pure Gym as
both the fitness club was located in the same place. Xercise4less has eight hundred and ninety
two employees less as compared to Pure Gym Limited (James, 2014).
Factors attributing to positioning –
For a fitness center to function smoothly, it is an important factor for the gym to look after
the marketing structure. Word-of-mouth plays an important attribute in the marketing procedure
for the acquisition of its members. However, it is not always enough in a world of competitive
market in UK. The fitness club are considered to be local business, and compete in the local
markets for customers. The factors that attributed in positioning structure of pure gym is
explained below:
 The creation of user friendly website is catering to attract the clients. The website gives
an intense description about the facilities of the gym, about the equipment, about the
training procedure. The online website gives the facility to the members to register
themselves online, book personal training sessions, make payments and allocate the
classes according to own convenient time and day.

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 The creation of gym referral program had a significant role to play in the marketing
strategy for Pure Gym, because it gave opportunity to the present members of the gym to
refer any family or friend to be a part of the gym. A referral program app was
implemented, where present members referred someone else (Dunn Lark and Fallows
2014).
 The implementation of fitness video content represented like a promotion in the
marketing system. The video content was all about the (Carney Bradshaw and Yung
2016) workout session, tour of the club facilities and live sessions by fitness expert like
Helen Ferguson (member of Pure Gym). Posting on social media about the variety of
fitness brand being used attracted many more client.
Competitive Advantage
Pure gym is a successful fitness club that brings the best experience in UK. The gyms
offer a variety of range which offers a flexible membership choice to the customer. The benefit
which the gym offers at the beginning of the session charges no extra cost and focus on a mission
to inspire a healthy nation.
The products which are offered in Pure Gym are in great situation. The equipment which
are present in the gym are updated to the new versions from time to time and are purchased from
trademark brands like True, Precor and Star Trac (Sweaney 2014). The area covered by the gym
is huge, so there is enough space for placing the equipment and it is spacious enough to work
out. Pure gym also provides with customized T-shirts, sweat pants or singlets where the

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organization manufactures and are sent to the retail outlets and members of the gym can
purchase at a cost price compared to other gym brands.
Pure Gym offers the facility in the main gym area which has trained members who has
completed different training courses and is also trained in nutrition. These trainers helps in
motivating the members and also provide excellent information about health maintenance. The
trainers conduct circuit modules (Kolen and Wells 2015) and boxing which help the members to
learn about self- defense and improve fitness level.
These are few of the reasons which has contributed Pure Gym to maintain a stable rate
and has developed itself magnificently in the competitive market in UK with one hundred and
seventy six outlets. The competitive advantage of the gym helps in maintain a bench mark and
leading gym in entire UK.
Porter’s 5 Forces
Porter’s Five Forces can be defined as a model that analyzes and identifies five
competitive forces that helps an organization to determine its strength and weaknesses and
identify the structure of the industry with the corporate strategies (E 2014). It is considered as a
framework which analysis company’s competitive environment. The five Porter’s forces of Pure
Gym are:-
i. Supplier’s power- the supplier’s power is to influence on the pricing strategy.
There are many fitness center in UK but Pure Gym has added a special feature by
studying the competitive market in UK and strategically sets it prices (Chambolle
and Villas-Boas 2015). The suppliers of Pure Gym had researched its territory and

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had used the factor of push pricing as it is regarded as a reputed fitness brand of
UK.
ii. The bargaining power of customers- Pure Gym looks after the ability of the
customers that affect their quality of facility and products. When the number of
members tend to decline, it has the power to affect the system of membership by
providing free training sessions for a week and gifted special goodie and
brochure.
iii. The threat of new entrants- the entry of the fitness center in the UK market had a
low economic barrier which was an advantage for the fitness hub to enter into the
new market. Pure Gym had remained loyal in controlling the existing members
and maintained a secure customer relationship.
iv. The threat of substitutes- in UK there are many other fitness center apart from
Pure Gym which allows a customer to choose between the other competitive
fitness centers according to the service provided (Elmrabit, Yang and Yang
2015).Customer does vary about the price of being a member and is known as
price takers because decision are taken on pricing policies. Pure Gym had catered
to this policy very effortlessly, and had resulted in maintaining a respectable
relationship with its present members and acquired more of new members.
v. Competitive rivalry- in this highly competitive market, Pure Gym is a
monopolistic competition. The industry has full control over the price and quality
of services which are rendered (Simpson and Wrisberg 2013). Rivalry among few
of the competitors like The Lomax Gym in London or Temple Gym are on the
basis of the number of members, market growth or with the recent trends.

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Factors that influence the approach of Pure Gym:
There has been quite a few factors that influence the approach like pricing, supply chain
management, advertising, marketing and human resource department. Pure Gym has strategically
started charging $14.99 for a single membership. The financial settlements are not done on the
basis of any differences but the relationship with the members are maintained on a positive way.
The advertising of Pure Gym is done as an affordable, (Rapport et al. 2018) trustworthy and
intelligent choice (Glaskin 2013). The advertising is done in a variety of medium like in bus
stops, billboards (Dukic et al. 2013), digital screens in malls and updating the official website of
Pure Gym. The bold style supports the convenient theme in rotating web banners (Broder et al.
2014). Affiliated marketing in Pure Gym, sets up the process of referring other people in the gym
who would be interested to be members. This is one of the strongest marketing strategy applied
by Pure Gyms in UK.
Respond of the business to the market-
The name of the gym itself serves as a main motto of the company. Pure Gym’s low price
outlets is catering in big four UK cities. The concept of 24 hours of access to the gym, flexible
membership fees, modern machine and expert trainers had widely influenced the people of UK
to be a part of the fitness club. There has been more than one million members who are
registered as members of Pure Gym. The members of the gym are satisfied by the way they are
treated. The no-frill fitness club has a stock market which would allow Pure Gym to raise its
outline and rise its networks of gyms, as its target for 2020 is to come up with 300 outlets of gym
across United Kingdom. The company is looking forward to invest in innovative technologies as
said by Humphrey Cobbold, the Chief Executive of Pure Gym (Fornasiero and Zangiacomi 201

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Conclusion
Pure Gym has grown exquisitely in United Kingdom, with about more than 200 gyms across the
nation. In the next coming years. Pure Gym can implement the strategy of selling its customized
brand of gym clothing like sweatpants, long sleeves t-shirts, sweat shorts, sweat shirts. It can also
widen its brand by selling customized bottles or sippers that could be used only in gyms.
Secondly, to create more awareness, Pure Gym can endorse its brand with a sport athlete or any
expert trainer who is universally recognized. This would help the organization to widen its chain
not only in United Kingdom but in other parts of the world. The advertisement can be telecasted
on social media as it serves the supreme platform in spreading awareness. The advertisement
could also be telecasted on radio as well, as many members while driving listen to many stations
which will lead to an awareness to the people in UK. Thirdly execution of swimming pools,
saunas and more of changing rooms can be implemented in the upcoming gyms as most of the
members tend to relax after their workout sessions. This will eventually lead to increase in the
number of membership in the upcoming gyms.

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