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“Magenta are genuine partners for entrepreneurs. Right from the start, they were highly supportive, entrepreneurial and very straight forward to deal with.”

Peter Roberts, Founder Pure Gym


Date Invested: March 2010

Date Realised: May 2013

Sector: Leisure

Geography: UK

Website: www.puregym.com

Deal Team: Tom Matthews

Pure Gym was one of the first low cost gym operators in the UK, targeting the more price sensitive customer in an increasingly commoditised marketplace by eliminating all non-core elements such as wet facilities (swimming pool, sauna, steam room), café bar, health/beauty etc., whilst retaining state of the art equipment.  This model enabled Pure Gym to offer 50%+ price discounts to traditional gym operators for a similar gym offering.

Magenta backed Pure Gym in February 2010, shortly after the opening of their first 4 clubs.  Magenta successfully exited Pure Gym to CCMP in May 2013 when Pure Gym had an estate of 42 clubs.

Peter Roberts remains a member of the Magenta Partners Entrepreneurs Club, assisting with insights into the leisure industry and the evaluation of any leisure opportunities.