Low-cost operator, PureGym is piloting reformer Pilates in its Danish clubs, considering the introduction of recovery zones and rolling out women’s spaces across its UK estate.

Speaking in the upcoming HCM Handbook 2026, chief operating officer, Rebecca Passmore, says that although a low-cost operator, PureGym is always looking to keep abreast of trends and add the best value for members.

“We’re always keeping an eye on the latest trends and have seen huge growth in demand for reformer Pilates and increasing awareness of the importance of recovery,” she says. 

“Traditionally these services have been confined to premium operators but we’ve never been satisfied by sticking with the status quo so we’re now in the process of exploring how to offer new concepts for members in a cost-effective way. 

“We’re exploring what Relax and Recover zones could look like and piloting reformer studios at a handful of Danish gyms too, providing a service that’s in high demand at a more affordable price vs the market. It’s very early days, so we’ll continue to assess member feedback and feasibility before rolling out more widely.”

Women’s workout spaces are also being rolled out in larger gyms, providing a comfortable, welcoming, private area alongside the main gym, that gives female members more choice in how and where they work out. Currently, PureGym offers more than 50 women's workout spaces across its 460 UK gyms.

Feedback from members has been overwhelmingly positive – many women have reported feeling more comfortable and confident in the gym environment, and some have said these spaces have been a deciding factor in whether they join and remain a member. PureGym has also seen good membership growth at these clubs.

In the first quarter of 2026, PureGym opened six new gyms in the UK – in St Neots, Bagshot, London Pinner, Harold Wood, Dartford and Leek – and completed three refurbishments.