Pure Gym has ramped up its reach beyond the four-walls of the gym through two new partnerships with unusual triathlon and running events.

The UK’s largest gym chain has teamed up with Tri SUP, the alternative triathlon series, and UK Running Events, both developed by the founder of UK Cycling Events, Martin Barden.

Tri SUP is an alternative triathlon series that introduces Stand Up Paddle Boarding in place of the traditional swim stage, with five events scheduled for 2016 across the UK.

UK Running Events is aimed at getting families active and comprises two 5km courses – the Inflatable 5k and the Survival Run – along which participants must evade huge inflatable obstacles. The Survival Run, which kicks off in October, adds yet another surprise element as runners try to avoid zombies to complete the course and become a ‘survivor’.

The partnerships will see Pure Gym as headline sponsor across all Tri SUP and UK Running Events for an initial period of 12 months, during which Tri SUP and UK Running Events will be able to offer participants a complimentary 7-day gym pass to Pure Gym’s clubs across the country. Under the terms of the agreement, Pure Gym will also be able to use the Tri SUP and UK Running Events databases to further engage the public and drive members towards its gyms.

“We’ve long been impressed by Martin Barden’s passion to encourage people of all abilities to get active with UK Cycling Events and we’re now seeing this extended through Tri SUP and UK Running Events,” Francine Davis, Pure Gym commercial and strategic development director.

“Pure Gym’s core mission is to make fitness accessible and encourage people to be active, and we hope participants will make use of their complimentary passes to Pure Gym to train for these events.”

The tie-ups mark the latest initiative from Pure Gym to expand its reach and align itself with the fast-growing outdoor events sector. Last year, Pure Gym teamed up the 2015 Reebok Spartan Race series and also penned a three-year deal with the Great Run Series.

To read a feature on how health club operators can benefit from the growing popularity of outdoor and extreme fitness events – from the October edition of Health Club Management – click here.