Pure Gym has announced its latest big brand partnership as the UK’s largest gym chain seeks to expand its presence in the growing wearable tech market.
The operator has teamed up with Dutch tech giant TomTom, which has diversified from its well-known sat-nav offerings to create a string of new products in recent years, including its GPS-guided fitness tracking smartwatches.
The initial phase of the partnership in early 2016 saw TomTom offer complimentary three-month membership to Pure Gym clubs with the purchase of fitness watches. Now, the second phase will see Pure Gym roll out TomTom branding across its clubs nationwide ahead of a raft of joint initiatives due to be implemented throughout 2016.
A Pure Gym spokesperson was unable to add further detail as to the nature of these initiatives at this stage, but said that key to the tie-up is the opportunity for Pure Gym to attract more members and for TomTom to engage more consumers in physical activity.
“(TomTom’s) focus on innovative technology to empower movement aligns with our mission to encourage active lifestyles,” said Francine Davis, commercial & strategic development director of Pure Gym.
“We look forward to continuing to welcome TomTom customers to Pure Gym clubs nationwide as they make use of their complimentary passes.”
The announcement comes as the British public’s use of wearable technology to achieve personal health goals gathers pace. Research from Mintel found recently that sales of wrist-worn wearable devices accelerated to more than three million units in 2015, an increase of 118 per cent on 2014.
The move into the wearable tech sector meanwhile, marks the latest strategic partnership for Pure Gym and comes hot on the heels of tie-ups with private medical insurer AXA PPP, as well as outdoor activity initiatives Tri SUP and UK Running Events.
