PureGym is making an aggressive play for market share in the New York metropolitan area, rolling out 56 upgraded gyms across New York and New Jersey in a strategy built around “true 24/7” access and value pricing.
According to the official press release, announced via NYC Newswire, the UK-based operator is converting the former Blink Fitness footprint into PureGym-branded locations, pairing premium equipment with a budget-friendly membership model designed to appeal to price-conscious, time-strapped New Yorkers.
Converting an Existing Footprint Into a Growth Platform
Rather than entering the market from scratch, PureGym is leveraging an existing network of gyms formerly operating under the Blink Fitness brand. Each location has been upgraded and rebranded to reflect PureGym’s operating model, with an emphasis on modern equipment, streamlined operations, and clear, low-cost pricing.
For commercial landlords and local retail corridors, the transition means minimal downtime and a relatively seamless handoff from one national operator to another—preserving foot traffic while adding fresh capital investment into the spaces.
Targeting New York’s 24/7 Workforce
PureGym’s New York strategy is built around a simple premise: in a city that runs 24/7, fitness access should too.
The company identified a gap in the market for workers on night and early morning shifts, for whom traditional gym hours are often unusable. That segment includes hospital staff, transit workers, hospitality and nightlife employees, warehouse and logistics workers, and countless others who keep the regional economy running around the clock.
“As more consumers seek affordable, flexible fitness options, PureGym recognized a critical gap in the New York City market: fitness was largely inaccessible to nightshift and early morning workers,” the company noted in its announcement. “For these individuals, access to fitness anytime isn’t a luxury; it’s essential in helping to offset overnight stressors and circadian disruption that come with working off hours.”
Most of the 56 locations will open with true 24/7 access from day one, with the remaining gyms set to follow in the coming months. That positioning could give PureGym an edge with both workers and employers who view wellness access as part of a broader employee retention and productivity strategy.
PureGym Interior Weight Room
Affordable Fitness as a Volume Business
PureGym’s model in the New York metro is built around scale and affordability: premium equipment, streamlined amenities, and a focus on high member volume at a lower price point.
“We believe everyone should have access to high-quality fitness, at any time they want, and we’re committed to making that possible for New Yorkers,” said Rebecca Passmore, Group Chief Operating Officer. “Our mission is to inspire healthier nations and we are thrilled to finally bring the city that never sleeps a true 24/7, affordable way to prioritize their well being.”
For the New York and New Jersey markets, that combination—value pricing plus always-on access—positions PureGym as a direct competitor not just to traditional gyms but also to boutique studios and premium chains that may struggle to match both price and hours simultaneously.
Strategic Implications for the Local Fitness Market
The 56-location rollout instantly makes PureGym a major player in one of the most competitive fitness markets in the world. By occupying existing neighborhood locations rather than building new sites, the company bypasses some of the real estate and permitting friction that typically slows national expansion into dense urban markets.
The move also signals continued investor confidence in brick-and-mortar fitness, even as digital and at-home options remain widely available. For surrounding small businesses—cafés, juice bars, quick-service restaurants—the return of fully activated gyms with 24/7 traffic patterns could translate into increased spillover business throughout the day and night.
Grand Opening Events Across Three Key Locations
To introduce the brand and drive early memberships, PureGym is hosting grand opening celebrations at three New York–area locations. Each event will showcase the upgraded facilities and give local residents and workers a first look at the 24/7 offering.
All Grand Opening Events will be held on December 8th. RSVP to attend in Manhattan (54th St) in Queens (Woodside), and in Brooklyn (Canarsie)
A Watch-List Player for NYC’s Business Community
For New York’s business and economic development community, PureGym’s entry is notable on several fronts:
- Employment & Operations: Dozens of locations mean ongoing demand for managers, trainers, and support staff, as well as vendor relationships in everything from cleaning services to local marketing.
- Real Estate Stability: Landlords benefit from a well-capitalized, internationally backed operator willing to invest in fit-outs and long-term leases.
- Workforce Wellness: Employers in 24/7 sectors gain a new, cost-effective option when considering wellness benefits or corporate gym partnerships.
With 56 locations, true 24/7 access, and a value-first proposition, PureGym is positioning itself as a scalable player in the New York and New Jersey fitness economy—one that both consumers and local businesses will be watching as the rollout continues.
