Pure Ride is the new high-end offering from nationwide affordable fitness chain PureGym. Pure Ride will offer up to 50-70 spin classes a week lasting 45 minutes each, including workouts developed in consultation with Olympic cycling champion Sir Chris Hoy. The classes will be split between two studios in one location.
Studio one focuses on themed, choreographed workout routines set to high energy dance music, and studio two will deliver a high-intensity performance training programme developed by Hoy.
Caulder Moore created a brand and environment that is both accessible and premium. The new identity uses the energy and motion of spinning in a contemporary way with a circular brand icon for Pure Ride, and a palette of energetic reds balanced with nude pink and grey. Branded gym clothing, water bottles and bags are available to buy.
The design of the environment takes the circular icon and uses it with flashes of red to create a dynamic feel against a wood and stone background. Clocks and circular images throughout the space reinforce the identity. In breakout lounge areas, mid-century furniture mixes with hanging lights and bespoke wall art made of bicycle wheels. Abstract paintings add interest to corridors, giving the atmosphere of a hotel or members club.
The spin studios use light to create a positive mood and energy. Elements of the logo make an interesting graphic and walls have inspiring quotes with a giant digital clock to countdown spin times. Unique playlists change the mood of classes.
Changing rooms are a slick affair with digital recharge lockers, vanity areas, good mirror space and flattering lighting. Bumble & Bumble toiletries make an appearance in the showers and galvanised metal sinks with taps offer a contemporary water stop en route to class.
Humphrey Cobbold, CEO of PureGym says: “This is clearly a new segment of the fitness market for us, but it remains true to our overarching mission which is to offer fabulous fitness experiences and to make great exercise opportunities accessible and appealing to as many people as possible.
“Caulder Moore has created a strong brand and environment for us that we could replicate if we decide to grow the Pure Ride offering.”