Low-cost gym operator, PureGym, is trialling recovery zones at two of its UK sites, democratising what was previously a premium experience
The new Recovery Zones at the Manchester Urban Exchange and London Hounslow clubs are semi-private wellness spaces within a calm environment. Members can use the touchless wellness equipment without a member of staff present and remain fully clothed
Four pieces of kit are included: an infrared sauna with red light therapy; a dry, cold plunge immersion – a water-free alternative to an ice bath – a cryo chair which simultaneously applies targeted cold and soothing heat to six zones of the body and massage beds which use heated, pressurised water jets to give a massage experience
The spaces are available exclusively to PureGym Plus members and members with a recovery bolt-on, typically costing £6-£8 more per month
These areas will provide a secondary revenue stream for PureGym and increase member yield, while improving retention
Martyn Brett-Lee, UK managing director at PureGym, told HCM: “We’re seeing increasing awareness of the importance of rest and recovery, which is becoming an essential part of peoples’ fitness routines. In response to this growing trend, we’re testing an exclusive and cost-effective wellness and restoration concept in a small number of our UK gyms.
“These Recovery Zones provide our Plus members with access to cutting-edge facilities to support their recovery post-workout. The trial is in early stages and we look forward to seeing how members respond as we continue to explore new ways to support their health and wellbeing.”
