PureGym is escalating the battle for budget-gym members in the Northeast with 56 newly opened and converted former Blink Fitness sites across New York and New Jersey.
The rollout follows PureGym’s $121 million acquisition of Blink Fitness last year after the Equinox-owned chain had filed for bankruptcy and drew a last-minute bid from rival high-value low-price giant Planet Fitness.
PureGym ultimately secured the deal and has since upgraded and rebranded every location under its banner.
The transaction also included Pennsylvania-area Blink Fitness gyms, although PureGym has not yet detailed its timeline for those sites. In the New York and New Jersey market, most locations will offer full 24/7 access, with the remaining clubs following in the coming months, PureGym confirms.
Low-Price Gyms Are Booming
The launch comes as value-focused gyms notch some of the strongest growth in the industry and draws continued interest from Gen Z fitness consumers who are looking for a deal and flexible hours. The Health & Fitness Association’s latest FIT Tracker shows high-value, low-price (HVLP) and mid-priced operators hit record visitation in the third quarter, with average facility traffic up more than 4% year-over-year.
PureGym members can expect a full slate of strength-training equipment, including free weights, barbells, racks and assisted machines, along with treadmills, ski ergs, rowers and access to certified personal trainers. Monthly rates range from $24.99 to $39 with flexible memberships that can be paused or terminated at any time. Single-day passes are also available.
“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,” PureGym group chief operating officer Rebecca Passmore said. “Our mission is to inspire healthier nations and we are thrilled to finally bring the city that never sleeps a true 24/7 affordable way to prioritize their well-being.”
Three PureGym locations (54th St. in Manhattan, Canarsie in Brooklyn and Woodside in Queens) have an extra layer of upgrades, including turf with sleds, hack squat machines, Olympic weight lifting machines, dumbbells up to 110 pounds, assault bikes and a mix of slam balls and wall balls. The sites will act as pilot locations to gauge how members respond to the expanded strength and hybrid training setup.
PureGym plans to build on that momentum in the New Year with additional improvements across its portfolio.
Can PureGym Make Inroads in the US?
While best known as one of Europe’s largest HVLP operators, PureGym has had a small presence in the U.S., with three Washington D.C. area sites operating under the Pure Fitness name. Altogether, the gym giant recently passed 700 clubs globally and posted strong growth in its latest financials, with year-on-year revenue up 28% in the third quarter.
Beyond its growth ambitions in the U.S and its foothold in the U.K., PureGym also operates clubs in Denmark, Switzerland and the Middle East with a mix of corporate-owned and franchise sites, crediting its low-labor model as a major advantage for running 24/7 facilities.
At the HCM Summit last month, Passmore described how PureGym’s tech-driven approach has evolved, highlighting features such as contactless entry, speed gates that remove the need for a reception desk and CCTV and emergency help points that allow clubs to operate unstaffed overnight while still maintaining safety.
It’s a move reflected in the new gyms in New York and New Jersey, all of which feature 24/7 security cameras.
The pilot clubs will host opening celebrations on Dec. 8 from 4 p.m. to 8 p.m. with giveaways, a DJ, a photobooth and more.
