PureGym is accelerating its growth plans with a pledge to open up to 60 new gyms in the UK this year, reflecting rising demand for affordable fitness options as more people prioritise health and wellbeing.

The operator, founded in 2009, has built its brand around low-cost, contract-free memberships and 24-hour access. It already runs gyms across the UK, Denmark and the US, and said rural areas and smaller towns would form a growing part of its expansion strategy, alongside openings in major cities.

On Friday, PureGym opened four more gyms in Britain, taking its total new sites for the year so far to 34. The group aims to open between 55 and 60 across the UK by the end of 2025, with further opportunities under review.

Rebecca Passmore, PureGym’s chief operating officer, said the company’s model was resonating strongly in the current climate. “We are operating in an era where people are not only placing greater importance on their health and wellbeing, but are also increasingly focused on value for money,” she said.

The group is backed by private equity firms Leonard Green & Partners and KKR alongside members of its management team. It has grown in tandem with rival The Gym Group to shape the low-cost fitness market over the past decade and a half.

As well as expanding, PureGym said it is investing in upgrades across its existing estate. This includes the introduction of women-only training areas in selected gyms, and new “shape zones” with lighter weights to cater to growing interest in strength training.

Passmore said the company’s combination of scale, flexibility and affordability gave it “plenty of opportunity to accelerate our expansion in the years ahead”.

Industry analysts say the surge in budget fitness options mirrors shifts in consumer behaviour since the pandemic. Many are more health-conscious, but remain wary of higher spending, making flexible, contract-free gyms appealing. The 24/7 model has also become a key draw for shift workers and younger members balancing busy schedules.

With Britain’s fitness market continuing to diversify, PureGym’s push into smaller towns and communities is seen as an attempt to reach those underserved by premium health clubs while still capturing the value-conscious city market.