PureGym CIO Andy Caddy Keeps the Sector Fit for Growth

Why It Matters

A seamless digital experience directly drives member acquisition, retention and churn reduction, giving PureGym a competitive edge in the crowded health‑and‑wellness market.

Key Takeaways

• 720 gyms operating in five global markets
• Owns full‑stack online membership platform
• Braze CRM enables one‑click re‑joining
• Hybrid tech team of 110 fosters agility
• CIO role blends strategy with change leadership

Pulse Analysis

PureGym’s digital transformation reflects a broader shift in the fitness industry toward subscription‑centric, technology‑driven models. By owning its web platform and mobile app, the chain eliminates reliance on third‑party providers, ensuring performance parity with streaming services and e‑learning platforms that set member expectations today. This control allows PureGym to fine‑tune the onboarding funnel, reduce friction, and capture valuable usage data that feeds personalized engagement and retention tactics.

Caddy’s leadership draws on lessons from low‑cost airlines and previous gym roles, emphasizing a lean, hybrid tech organization that can scale rapidly while staying close to the gym floor. The 110‑person team balances centralized architecture with localized insights, a strategy that supports recent acquisitions in Denmark, Switzerland and the United States. Regular "back‑to‑the‑floor" days and hybrid work practices keep technologists aligned with frontline staff, fostering a culture where digital tools directly enhance the in‑gym experience.

In the attention economy, gyms now compete with streaming, gaming and wellness apps for limited consumer time. PureGym’s focus on a frictionless, cancel‑any‑time subscription model, powered by CRM systems like Braze, positions it to win back churned members and attract new ones seeking convenience. As health consciousness rises post‑pandemic, the blend of physical facilities with a robust digital layer becomes a decisive differentiator, enabling PureGym to sustain growth and defend market share across its international footprint.