PureGym

Customer overview

Founded in 2009 with a clear ambition to make fitness affordable and accessible to everyone, PureGym has grown rapidly into one of the largest gym operators in the UK, with a multinational estate spanning hundreds of gyms and millions of members.

Operating at this scale means technology plays a critical role in day-to-day operations – supporting staff, enabling access, and ensuring gyms can run smoothly for members who rely on them every day. As the business continues to expand, PureGym’s IT support model needed to scale at the same pace.

Challenges

PureGym had previously worked with a third-party IT support provider with a relatively small team. While this model worked in the early stages, it struggled to keep pace as the organisation grew.

As the estate expanded, PureGym recognised that it needed more than reactive support. The business wanted a supplier that could operate as a strategic partner, one that would grow with them, bring structure and insight, and support continuous improvement rather than simply responding to incidents.

A collaborative partnership

From the outset, Littlefish Group worked closely with PureGym as an extension of its internal IT team, delivering service desk while embedding strong IT service management processes and tooling.

This approach gave PureGym far greater visibility into its support environment. Clear insight into ticket volumes, user contact reasons, and emerging trends created a new foundation for informed decision-making and continuous service improvement.

Meeting SLAs is critical for PureGym, where reliable systems underpin the experience across a large and geographically distributed gym community. By combining day-to-day service desk delivery with structured service management, PureGym was able to maintain consistent support while building a clear roadmap for ongoing improvement as the business continued to scale.

Driving efficiency

With stronger data and a more collaborative working relationship, Littlefish Group and PureGym were able to focus on efficiency as well as stability.

By understanding what was happening across the estate and working closely together, both teams identified opportunities to streamline processes and support scale more effectively.

The shift from a transactional support model to a partnership-led approach allowed PureGym to focus on growth, confident that its IT services could evolve alongside the business.

Positive outcomes

While improved processes and tooling delivered immediate benefits, the real impact came from the people behind the service.

Day-to-day collaboration, strong service management, and a shared commitment to improvement have created a stable platform for PureGym’s ongoing growth. With continuous refinement of ways of working and underpinning tools, the partnership now supports both operational efficiency and future innovation.

Looking ahead

With a strong foundation in place, PureGym is now focused on continuing to improve and innovate. As technology evolves, there is clear potential to explore new efficiencies and opportunities – including the future role of AI in service delivery.