Pure Gym says it will open over 20 gyms across the UAE, with the first three of these opening in Dubai later this year. This builds on the company's expansion in Saudi Arabia in partnership with Ektimal, leading the companies to sign a Regional Development Agreement for the opening of 130 gyms across the MENA region (Middle East and North Africa) by 2027.

According to Pure Gym CEO, Humphrey Cobbold, Egypt is likely to be the next market for Pure Gym in this territory – it has a population of 100 million and only 1 per cent market penetration for gyms. Cobbold says counties such as Kuwait and Oman – those in the Gulf Cooperation Council (GCC) – are also potential targets for expansion. Other countries in the GCC are Bahrain and Qatar.

“We successfully launched in Saudi Arabia last year and are more than satisfied with the response from members," said Cobbold. "We’re pleased to be making a positive contribution to the rapid development of the society in Saudi Arabia.

“The UAE was an obvious choice to continue our expansion as it is a fast-growing, dynamic economy with a government and population increasingly focused on improving health. Ektimal knows the region well and together we're forging a strong and successful partnership,” he told HCM.

Pure Gym operates a number of clubs in Riyadh: Al Aziziyah Woman, Al Yasmin Man, Al Hamra Woman, Al Hamra Man, As Sahafa Woman, Al Munsiyah Woman and Al Munsiyah Man. Each is open 24 hours a day and offers a 250-station gym floor, group exercise classes (such as yoga, pilates and spin) and qualified personal trainers.

Members can leave, re-start or freeze their membership at any time, offering consumers greater flexibility than standard long-term commitment contracts.

Susan Turner, CEO of PureGym Middle East, said: “We believe our value proposition combining flexibility and affordability with high-quality equipment, classes and industry-leading technology will appeal to the fitness sector in the UAE.”

In April this year, Pure Gym revealed plans to double the number of clubs in its portfolio, with a target of reaching more than 1,000 by 2030.