PureGym PureGym Together Brand Summary PureGym Together was a member charged loyalty Website: Puregym.co.uk Founded: 2009 plan, designed to support members during the pandemic. It gave members a range of loyalty HQ: Leeds, U.K Industry: Health Club benefits when gyms reopened, which included a price guarantee for 12 months and ability to re-join for free if Size: 201 to 500 Company: Private members needed to leave and come back within 12 months and it included a further free upgrade to Revenue: $100-$500 million+ PureGym's premium Plus membership for 6 months (What's PureGym Together?, 2022). Loyalty Scheme Aim - To re-engage and bring back their members post-pandemic. Offer incentive for new members to join the PureGym community. Offered a more flexible membership for more uncertain or anxious members being able to join and leave at their request. Mission - Inspiring a healthier world by providing members with 'AFFORDABLE' access to the benefits that being active can offer. Focusing investment on what most people want and use in gyms. Utilising innovative technology that makes the process of being a member and the experience of activity as easy and straightforward as possible (Pure Gym Mission, 2022). Value - Pure gym members find value in the flexible plans available with pure gym whether they are looking for financial flexibility or flexible times they have access digital classes and training in app for home workouts or the 24/7 Gyms. As brand PureGym pursue franchising, digital and new market entry where attractive to do so. They Deliver full performance potential of all existing estates in the UK, Denmark & Switzerland (Pure Gym, Business Model & Strategy, 2022). Benefits - Members could receive 30% off home workout kits, including branded PureGym gym sets. PureGym Together members had 48 hour priority delivery and a 5% saving with Musclefood products. Competitor - PureGym are Non-competitor to McDonalds as they operate in different industries with PureGym focused on health and lifestyle. though PureGym can draw audiences away McDonalds frequenters through offerings of healthier lifestyle options which QSR providers cannot provide consistently. Communication Channels - Mobile, Web, Social Media & Email Platforms - Apple & Android Consumer Experience, Innovation & Limitations - PureGyms app has many offerings from training programmes to gym activity trackers and extended rewards for members. They aim to engage their members both from a physical fitness and healthy diet perspective. This being through digital classes or discounts on healthy food providers. There is a gamification element where members are rewarded through achievement badges for their gym visits. These elements could be better inter-grated with their digital studio to link achievements with class completion or rewards upon completing a series of classes. 2022 MMR Competitor Analysis 14
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