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EXERP PROMOTION


Pure Gym has agreed a merger with The Gym Group


Strength in data


The UK’s leading low-cost operator Pure Gym is rolling out the centralised chain management system from Exerp to facilitate its ambitious plans for expansion


P


ure Gym is the UK’s leading affordable gym chain. Formed in 2009, the operator is a major force in the rapidly


growing low-cost segment of the £4bn UK gym market with some 61 clubs. The company currently serves more than 350,000 members offering gym memberships from £10.99 a month with no fixed contract. All memberships are processed online to keep fees as low as possible. Members have access to a wide range of free exercise classes in some of the UK’s largest gyms 24 hours a day, seven days a week. Ranked 23rd in the Sunday Times


Fast Track 100 in 2013, a league table of the UK’s most successful private companies, Pure Gym was acquired by US private equity firm CCMP Capital


Advisors last May. The company has just agreed a merger with 42 club chain The Gym Group, which is pending regulatory approval. Detailed plans for the merged business have still to be announced, however further expansion will inevitably be high on the agenda. A new IT system was crucial for the


company’s growth plans, says Andrew Forsyth, IT manager at Pure Gym: “Our previous system had been developed bespoke for us and had served us very well. But it was designed to support just six or seven sites, and although it had grown as the chain expanded, we needed to move to the next level to get a better understanding of our members.” Pure Gym chose the centralised


chain management system from international software provider Exerp.


50 Read Health Club Management online at healthclubmanagement.co.uk/digital


EXERP FACTS


• Exerp serves some of Europe’s largest fitness operators with +100 sites.


• Versatile, scalable and well proven


• Comprehensive API allowing easy integration of third-party systems


Oracle back-end • A 100 per cent successful track record


The Copenhagen-based company provides software solutions exclusively for some of Europe´s largest health club operators including SATS and Holmes Place Europe. This was a key attraction for Pure Gym, says its chief financial officer Adam Bellamy. “We have large volumes of members


using our fitness facilities. The Exerp system is designed specifically for the fitness industry unlike some of the other more generic products available.”


Robust reporting


“Pure Gym has got off to a racing start, but as we develop it’s vital that we understand exactly who our customers are, what they want and how we can meet their needs,” says Bellamy. This poses more of a challenge for a low-cost


March 2014 © Cybertrek 2014


• Over 1.5 million active members in one live system powered by an


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