Six time Olympic gold medal winner Sir Chris Hoy has invested in Pure Gym and will partner the group as a special adviser.

In his new role, Hoy will act as an ambassador for Pure Gym and advise on how the operator can enhance the overall customer experience, support members in being more active and help them to achieve their individual goals. He will also act as a consultant on potential new Pure Gym products and services.

"Chris is a truly outstanding sportsman and a superb technician in terms of training expertise. As a multi Olympic medal winner he is well placed to advise on strengthening our product offering and services," said Pure Gym CEO Humphrey Cobbold.

“Having known Chris since before his retirement, I also know that he is not just interested in elite sports but is deeply committed to helping people of both sexes and all abilities be healthier and more active. I therefore cannot think of a better person to join us and to support our mission of opening up access to affordable, high quality fitness facilities to as many people in Britain as possible.”

Hoy joins Pure Gym as the business reaches a major milestone in its expansion. This week the chain will open the doors to its 100th club in East Kilbride. The group also remains on course to acquire 43 LA fitness sites, pending Competition and Markets Authority (CMA) approval.

“I have followed Pure Gym’s swift expansion over the past few years and have admired the way in which they have changed the gym market for the benefit of consumers of all ages, abilities and interests," said Hoy.

“I am particularly interested by the fact that 30 per cent of our customers have never been members of a gym before. A business that is encouraging more people across the whole social spectrum to exercise more regularly is a business that I will be proud to be a part of.”