Reshaping member services to transform the UK’s standard of fitness

About PureGym

PureGym is a leading fitness centre chain with 362 locations across the UK, offering 24/7 access to members. Key to their success is state-of-the-art facilities, group exercise classes, and a customer-centric approach that has made them one of the most popular gym brands in the country.

The Challenge

PureGym’s customer centre in Leeds was under significant strain due to rapid expansion. The operation relied heavily on call-based services with disparate systems including on-premises telephony, virtual desktops, and third-party applications.

Peak seasons in January and September required expensive temporary staff to handle the surge in enquiries. Extended wait times and growing customer frustration made it clear that a new approach was needed to scale member services effectively.

The Solution

StableLogic’s assessment concluded that retiring on-premise compute was the critical first step. This was replaced with a unified cloud-based contact centre platform, selected through a thorough evaluation process.

The transformation was delivered across four workstreams: channel migration to the new platform, remote work adoption for advisors, development of a comprehensive knowledge repository, deployment of a chatbot to handle repetitive tasks, and the creation of internal tools to streamline operations.

The Results

The transformation delivered outstanding results for PureGym’s member services:

• 69% of member requests now handled through self-service, a 10% improvement
• Only 20% of enquiries need a human advisor, down from 33% in 2022
• 29% drop in overall member requests reaching the contact centre
• Advisors handle approximately 460 requests per month, down from 644 in 2022