U.K.-based gym expands to U.S. with Pure Fitness, launching in Tysons next week

(Updated at 1:30 p.m.) A U.K.-headquartered fitness center is stretching out to America, with its first U.S.-branded location opening in Tysons on Jan. 6.

“PureGym, the leading European fitness and gym operator, is excited to announce the launch of its first gym in the United States under a new brand, Pure Fitness,” the company said.

The Tysons business will be located near the Greensboro Metro Station at 8311-B Leesburg Pike in Tysons Square, which is anchored by Burlington and Marshalls department stores.

“We believe that the Tysons area has a strong long-term outlook and is an opportunity for our high quality, flexible, low-cost fitness offer,” spokesperson Kitty Ryder said in an email. “The location we have chosen is close to transport links and is surrounded by potential Pure Fitness members — both residential and office based.”

The U.K.’s largest gym operator, PureGym provides 24/7 access and allows customers to cancel their memberships at anytime. Introductory memberships at the Tysons location will start at $9.99 per month with a $1 joining fee and a $39 annual maintenance fee, according to the company.

“At Pure Fitness we want to make it as easy as possible to come to the gym, which is why we don’t lock our members into lengthy year-long contracts,” company officials said in a news release.

“Instead, members will have the freedom to freeze, leave and re-join whenever they want, in order to fit with their lifestyle and other commitments,” the company said. “New joiners will also be able to sign up in as little as two minutes on the Pure Fitness website or app.”

The gyms provide dozens of classes both in person and virtually, and the Tysons location features a turf training freestyle area, over 70 pieces of cardio equipment, over 80 pieces of strength equipment and certified personal trainers.

The app provides a live attendance tracker, with options to record progress, book classes, and gain contactless entry.

While the COVID-19 pandemic upended people’s workout routines over the past two years, cutting into fitness businesses’ bottom lines, PureGym has seen a resurgence in customers, The Guardian reported in April.

This fall, the company was reportedly considering an initial public offering. The U.S. expansion also includes locations in Springfield (6701 Frontier Drive) and near Baltimore in Elkridge, Md.