PureGym and The Gym Group: A Business Strategy Comparison Report

This report provides a comparative analysis of two prominent players in the UK fitness market: PureGym and The Gym Group. It begins by outlining the founding, growth, and key milestones of each company, including their expansion strategies, acquisitions, and partnerships. The report then delves into a detailed comparison of their business models, highlighting their unique selling propositions (USPs) such as affordable membership fees, 24/7 accessibility, and the absence of long-term contracts. Furthermore, it examines their operational strategies, including gym design, equipment, and the range of services offered, such as classes and personal training. The analysis also covers their target markets, marketing approaches, and overall business strategies, aiming to identify their competitive advantages and areas of differentiation. The report concludes with a summary of the key findings, offering insights into the dynamics of the low-cost gym sector and the strategies employed by PureGym and The Gym Group to maintain their market positions and achieve growth.

Task 1
Pure gym.
Pure gym is a private company, it was founded in 2008 by serial entrepreneur Peter Roberts.
First gyms open in Leeds, Manchester and Edinburgh in 2009. Meanwhile, the first one in
London was in 2011.
PureGym rebrands and launches its first TV advertising campaign.
In May 2015, PureGym bought their UK rival LA Fitness.
In 2016, PureGym announces partnerships with AXXA APP Healthcare, 02 and TomTom.
Leonard Green, a US-based private equity firm, acquires PureGym from CCMP (The
Association of Change Management).
PureGym on 14 January 2020, acquired Fitness World Group, the largest gym and fitness
provider expanded in Denmark, with a growing presence in both Switzerland and Poland.
Being the UK”s leading gym chain, without unnecessary extras or additional comfort and a
pioneer of the low cost, high quality which consumers are familiar with those as its services
that creates their brand awareness. This is the second-largest gym and fitness operator in
Europe.
It operates over 260 gyms over the UK with more than 1.1 million members and at the end of
2019 1.7 members across Europe, over 500 sites.
Their USP, has a strong and highly innovative client-centred proposal that is distinct
from conventional UK gym operators and appeals to a wide variety of clients.
Affordable membership fees, no fixed-term contracts and "24x7x365" access to high-
quality gyms are the main elements of the initiative.
● Low prices, this way by keeping prices low they are simple and makes sure
that customers feel understood and making.
● High-quality gym, they are very well designed and maintained to keep their
high standards, with state-of-the-art equipment.
● Built around customers, offering between 50 and 80 free classes every week
inside it, large free weights and areas for cardio and a range of personal
trainers within your interests, you will find everything you need.
● No contract, this means that you have the freedom to join and to leave
whenever suits you.
● Open all day, every day. Whenever you are ready to train, most gyms are
open welcoming members 365 days a year, 24 hours a day.
● Online, there is available an app to join and book classes or freeze your
membership in seconds.
● Multi-site access, available to extend your membership to access to additional
gyms in other locations.

Task 1
Their aim to provide affordable and flexible memberships to high-quality gyms to
people who want to increase their level of fitness. The group”s strategy is to continue
to roll out new gyms with high returns on capital, as well as drive the operational and
financial performance of its existing gym estate.
The Gym.
The Gym group is a public limited company was founded by John Threharne, a
former England squash player, in 2008. Perhaps thats why they are so focused on
proper health and fitness benefits, and less on the luxuries that a small percentage
of traditional health club members want.
The first gym opened in Hounslow in 2008. Followed by Guildford and Vauxhall.
Whitin the first three years they would opened 20 gyms and they have never looked
back. But actually they have long-term plans for expansion and continued innovation
to ensure leadin the growth of the gym budget.
The gym is the only group operator within the health and fitness sector to be
accredited and that shows that how much we really care about and look after our
people, providing them with a better working life.
In December 2012, The Gym Group was officially recognised as one of the fastes
growing companies. The Gym Group is the only representative from the low cost
health and fitness sector to have achieved this accolade.
● They gym offers no pressure membership that you an stop and start whenver
you want. Instead of being tied to a year”s contract.
● Opening hours that just don”t suit lots of us, like shift workers and students,
you can have exactly the way you want it. With a 247 scheme, almost every
day of the year. And no need to sign a contract thatat ties them in. All we”ll do
is give you the exact amount of encouragement and support you need, and
make sure you have got the very latest kit to do it on. Being the first fitness
centres in the UK to introduce Myride indoor cycling and 247 video-link
pilates, yoga, dance and aerobics classes within our separate studio rooms,
do not you know.
● Pin entry door system for members
https://www.tggplc.com/media/100003/GymGroup_AR19_new.pdf
In results of some research between these two businesses of ftitness and health