Pure Gym – one of the largest health club operators in Europe with over 500 clubs in the UK, Switzerland and Denmark – has unveiled details of its first three locations in the US. With two already open and the third due to launch later this month, all three clubs are located in the Washington Metropolitan area – in the towns of Tysons Corner, Springfield and Elkridge – and will operate under the new Pure Fitness brand.

Alongside more traditional gym-based offerings including top-of-the-range cardio and weights equipment and live instructor-led group fitness classes, Pure Fitness will offer members a dedicated virtual fitness program, which has been created in partnership with Wexer. Each club will be equipped with two Wexer Virtual players that will deliver the best and brightest of virtual fitness across HIIT, cardio, strength, yoga, cycling and more. All members with peak memberships will have all-inclusive access to this virtual group exercise offering, which provides even greater flexibility and accessibility.

Jake Shand, Wexer’s head of business development – USA, said:

“We’re hugely excited to leverage our expertise and market-leading technology to help Pure Fitness differentiate itself in the US marketWith over 1,600 classes available through Wexer Virtual, the Group Exercise area in Pure Fitness will be an exciting space that drives member participation and satisfaction.”

Francine Davis, Chief Strategy Officer at PureGym, confirmed:

“We are excited to be opening gyms in the US, where we believe our model – high quality, flexible and affordable fitness – is not well represented. The addition of virtual fitness will help to set us apart from the competition even more. We believe we have great opportunities ahead of us and are excited to see how our trial sites in the US perform.”

Shane added: