PureGym: A Low Cost 24 Hour Gym and Training Centre

This podcast provides an overview of PureGym, a low cost 24 hour gym and training centre headquartered in Leeds, UK. It discusses the gym's mission, facilities, customer base, and growth potential. The podcast also explores the emerging customer base of health conscious working youths aged between 24 and 35, who prefer gyms that can be accessed 24X7. The podcast concludes with implications for the future prospects of the fitness industry in the country.

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Individual Podcast:
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PureGym is a low cost 24 hour gym and training centre headquartered in Leeds, United
Kingdom. The gym was founded by Peter Roberts in 2009. It is presently owned by Leonard
Green and partners. The mission of the gym is to help people lead healthier and fitter lives every
day. It call itself UK’s favourite gym. The gym is one of the largest fitness organizations in the
UK. It is the largest gym in the UK by membership numbers. The organization has branches
located at around 294 places in the country. By 2020, the organization plans on taking the
number to 300 gyms. The company had a smooth growth path in the last few years. In 2015, the
gym acquired all the gym centres from rival organization and fitness chain, LA fitness (Low-
Cost 24 Hour Gym Memberships | No Contract | PureGym 2020). The new logo of the gym
wwas launched in the same year. Purgym has more than 1 million members presently. The gym
is complete with large facilities, state-of-the-art equipment for cargo, weights that consist of both
fixed and free and very effective exercise classes. On an average each branch of puregym has
around 200 training equipment pieces. However, as of now the gym does not offer swimming
pool or sauna facilities. The gym offers a very safe and secure environment for physical exercise
and all forms of training. It has a very effective monitoring system that employs real-time TV
surveillance. All the gyms have a significant number of staffs that are engaged in providing very
good services to the customers.
(1 minute)
Puregym is an innovative solution for everyday working people. The gym is in focus as it has a
significant growth potential in the present business environment. In the past few years, the
growing number of health conscious working youths have been noticed in the UK. The customer
base is relatively unexplored in the context of the fitness industry. It can be seen that these new
fitness enthusiast youths are aged between 24 and 35. They are working people, hence, need to
attend gym during their spare time. They need gyms that can be accessed 24X7. Most of the
young corporate employed youths are working on either fixed or flexible shifts. Many of them
are unable to attend gyms in the morning due to work pressures. Hence, they prefer to attend
gyms during apparently odd hours in the evening or at night (Parviainen 2018). Others prefer to
attend gym session whenever they get spare time after completing their fixed shifts. The
identified group of customers want more freedom in their gym routines. Moreover, they
definitely need support to maintain their fitness despite the odd hours of fitness training. They
are busy maintaining their work-life balance.
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However, they are strongly focused fitness enthusiasts nonetheless. They want to be fit and fine
to be able to cope with the health effects of their busy lifestyles. They now form a substantial
portion of the estimated, 9.7 million health and fitness club members. Puregym already provides
facilities that this population can benefit from. Hence, the opportunity for realizing this huge
customer base is great. This group is definitely an emerging group of customers that would
determine the development of the industry in the future. Working hours are getting more flexible
for many organizations. Hence, the younger employed youth can spare some time to pursue
fitness. Normal gyms are open only for a certain amount of time (Raven 2018). However, gyms
like Puregym are open 24 hours a day. Hence, these customers can visit the gym any time in their

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free hours. There is more reason for focusing on this group. The customer group identified is in
need for proper training and coaching to improve their fitness levels. There is a need to
understand their needs that need to be met through the services that can be offered. They need
proper trainers, motivators and nutritionists that can help them in their fitness development.
Rising concerns are present among this identified group concerning the ill-effects of obesity, lack
of fitness and health imbalance (Bennie et al. 2018). They are aware that their daily corporate
routines can lead to health problems in the future. They want to be actively engaged with fitness
clubs to improve their fitness prospects. The increasing focus of popular culture on organic and
healthy life is one of the main motivations for this group. They want better health without
compromising on their work life.
(2 minutes)
The service quality offered by Puregym is better than many competing organizations. Hence,
there is a good opportunity for further optimizing these services in view of the new customers.
The most important factor that determines the service quality is variety. Purgym offers different
types of services to the customers. The customers are offered no contract memberships, the gyms
are open 24 hours, there are different classes included in the membership, many quality kits are
provided to the fitness enthusiasts, there are many experienced personal trainers available and the
gym facilities cover large areas (Beauchemin et al. 2019). There are large number of equipment
that tend to address different fitness requirements of the body. The customers are provided good
service by Puregym. The gym environment is kept friendly and motivating. The trainers are
experienced and capable of providing personalized fitness charts. There is a dedicated
nutritionist in the gym catering to the dietary needs of the customers.
(2 minutes)
The gym membership aspects are effective to attract the new customer base. The trainers are
effective enough to understand the need of the customers. However, there are some aspects that
need to be improved to realize the full business potential from the new customer base. We now
need to align the things that are already there in Puregym to understand what needs to be gained
to develop better performance potential. There are a number of things that the gym can do to
attract the new customers. There needs to be more focus on the weight loss regimes that are
provided by the gym. Many of the people that work for different companies are overweight and
need strict diets along with effective fitness regimes. Hence, there is a need to improve more on
this functions. Puregym needs more nutritionists. The customers are well aware of the fact that
having a well maintained balanced diet contributes even more than a good fitness regime,
towards body development. They would need the most effective dietary charts to be provided by
the most reliable nutritionists. It needs to be said here that these two major factors of weight loss
and nutrition are very much related to each other. The members would not only want to work out
at the gym but also gain a more holistic development for themselves. They want to be fit
individuals who have more control over the body. The nutritionists that would be present at the
gym can provide diet charts that can help the members to develop better physical fitness. Diets
are greatly related to body development. It is also related to the development of a healthy mind
(Beauchemin et al. 2019). The focus should hence, be on developing a more holistic
developmental area.
(1 minutes)

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The gym needs more equipment to cater to the growing demand of these new fitness enthusiasts.
For example- these people are more inclined toward using the cycling and treadmill equipment.
However, they are developing more enthusiasm for cardio and other forms of holistic fitness
equipment. The gym needs to consider that the new people want to be optimally fit. They are
working people, hence, need to attend gym during their spare time. They need gyms that can be
accessed 24X7. Most of the young corporate employed youths are working on either fixed or
flexible shifts. These need to be balanced out in the fitness regimes that they opt for. We need to
provide them with better focused training facilities. They need to continue the training for long
periods of time. Hence, the need a specific path that they want to take as they grow their fitness
levels. Many are either engaged in sports or want to go back to pursuing sports sometime in the
future. Better trainers are needed to be included in larger numbers.
(1 minute)
The implications that we can get from the analysis mainly concern the future prospects of the
fitness industry in the country. Puregym has been effective as a fitness organization over the last
few years. It’s time now that the organization focuses on gaining the new customers that can
determine further value for the organization in the future. Undeniably Puregym is well focused
on gaining the new identified customer base. However, gaining this new customer base can be
difficult without effective strategies (Polyakova and Mirza 2016). One of the important strategies
would be to increase the level of support that is provided to each member. The new members
would need a challenging environment that would be motivating at the same time. Maintaining
fitness can be tough and a balance between the physical and mental states are required. It is
important that the organization focuses on this factor while attracting the new customers towards
the services that it provides.

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