Pure Gym - Female membership opportunity About the brand PureGym is the UK’s largest value gym operator, with more than 200 gyms and over 1 million members. In November 2017, US PE fund, Leonard Green & Partners, took a majority stake in the business. Management wished to explore the opportunity for growth through increasing female membership. The Challenge/Task Pragma was commissioned to validate the hypothesis that PureGym had an opportunity to increase female membership across its value gym chain. The objective was to identify strategies to improve the gym experience for women and tactics to better attract and retain female members. WHAT WE DID We delivered a series of recommendations for adaptations to the PureGym proposition. Our findings were underpinned by a rigorous programme of ma

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