The HVLP landscape is shifting.

What’s happening: British budget gym operator PureGym acquired Blink Fitness’s corporate operations and 67 gyms in New York and New Jersey for $121M.

Bidding for Blink’s ~30 sites in California, Illinois, Massachusetts, and Texas is ongoing.

Turf war. PureGym entered the US in 2021, operating three clubs in MD and VA under the Pure Fitness banner. With $725M earmarked for expansion, it’s targeting 300 sites over five years.

A “foothold,” the Blink buy positions Pure Fitness as one of the most affordable memberships in the NYC metro while boosting name recognition on the East Coast.

With all-digital club admin, PTs, and group classes, it’s high value with lower overhead.

American dream. HVLPs are a go-to for US exercisers.

• 40% of US gym members pay under $25/mo.
• Visits at EōS and Crunch grew 24% and 21% in Q3, respectively.
• 77% of the US population lives within 10 miles of a Planet Fitness.

But as the FTC’s new click-to-cancel rule threatens growth, budget gyms are evolving — with Anytime Fitness partnering with Apple Fitness+, EōS investing in recovery, and Chuze outfitting training spaces with CLMBR machines.

Punchline: Finding parity in price, exercisers will put a premium on experience. Vowing to avoid the stumbles of its predecessor, Pure Fitness is ready to win over new members.