PureFitness Franchising

The vendor opportunity at PureFitness

PureFitness Franchising presents a concentrated, early-stage opportunity for software vendors. The system consists of just 3 total units, all of which are company-owned. The most recent Franchise Disclosure Document, filed in 2025, reports an Average Unit Volume (AUV) of $1,194,582, signaling strong per-location economics despite the small footprint. The royalty rate is set at 6.0% of gross revenue, and the initial franchise term runs for 10 years. For a vendor, the addressable market is currently limited to these three corporate locations, with the operator footprint showing a single mapped operator in Wisconsin. There are no multi-unit franchisees in the system yet, and year-over-year unit growth data is not available. The parent company, Pinnacle US Holdings LLC, controls the brand, meaning any software sale will be an enterprise-level conversation with the HQ team.

Who controls software purchasing

Software purchasing authority is centralized at the headquarters level under Pinnacle US Holdings LLC. The FDD’s Item 1 lists the key executives who form the buying center. Humphrey Cobbold serves as Chairman, while Clive Chesser holds the role of PureGym Group CEO. The financial gatekeeper is Alex Wood, the Chief Financial Officer. Bradford Smith, as Chief Development Officer, likely influences any technology that touches unit-level operations and expansion. James Hathaway, the International Strategy and Franchising Director, rounds out the leadership team and may be a stakeholder for tools that support franchising workflows. Because the system is entirely company-owned with no independent franchisees, there is no multi-unit operator layer to navigate. A vendor’s pitch will need to resonate with this small, senior group.

Mandated and current tech stack

The 2025 FDD is explicit about the technology franchisees must use. The brand mandates a Club Management Software and a Member Management System, both of which are described as proprietary. Additionally, the Pure Fitness app is a required tool, likely serving as the member-facing digital experience. For fitness content, Wexer Training is a mandated system. The document also names Dayforce and Wexer as systems in use, suggesting Dayforce handles workforce management or payroll functions. This stack indicates that the core operational, member management, and HR/payroll layers are already spoken for by incumbent vendors. A new software vendor would need to identify gaps adjacent to these mandated systems or offer a compelling replacement for a non-mandated tool like Dayforce.

Procurement, renewals, and timing

The FDD does not provide an extract from Item 8 detailing the brand’s procurement or purchasing requirements. Without this disclosure, the specific supplier approval process remains unknown to outside vendors. However, the presence of multiple mandated, proprietary systems strongly suggests a closed, HQ-controlled procurement model. The renewal terms in Item 17 offer a potential entry point. To renew a 10-year franchise agreement, a franchisee must renovate and modernize the physical premises, including adding new equipment and replacing old or broken equipment, and sign the then-current franchise agreement, which may contain materially different terms. These modernization triggers, combined with a $10,000 renewal fee, could create natural moments for a technology review, though the current lack of franchised units means this is a future-state consideration.

How to read the PureFitness FDD

The PureFitness Franchise Disclosure Document is a legal filing made with state franchise regulators. For a software vendor, the most actionable sections are Item 11, which details the franchisor’s obligations regarding mandated technology and systems, and Item 19, which provides the financial performance representations, including the $1.19 million AUV. Item 1 identifies the executives you will need to engage. The full document is embedded below for your direct analysis. Use it to verify the incumbent vendors named here and to look for any additional operational requirements that could signal a need for your software. For a ranked target list of franchise brands based on tech-stack fit and procurement signals, talk to FranCloud.