Pure Gym DIGITAL

Target: PureGym / Pure Gym Limited / PureGym Group

Research date: 26 October 2026

Evidence period: Historical records through October 2026.

Enterprise Technology Stack & Vendor Relationships

Corporate scope and operating footprint

PureGym describes itself as a multinational fitness operator with more than 700 gyms and over two million members. Its published corporate information identifies Leonard Green & Partners as majority owner and KKR as a significant minority investor, with corporate-owned operations in the United Kingdom, Denmark, Switzerland and the United States, plus franchise operations in Saudi Arabia and the United Arab Emirates. ^{1, 2}

In October 2026, PureGym announced the acquisition of Swiss fitness operator NonStop Gym, extending its Swiss operations. The transaction adds another operating business to the group whose technology systems and supplier relationships may differ from those of the original PureGym estate. ³

Membership management - Exerp

Exerp’s customer case study states that it has supported PureGym since 2013. Its technology provides member management, billing functionality, financial and membership records, access-control integration and API connections to online channels. The case study identifies Exerp’s role in integrating gym-access systems with membership information. The relationship was documented as continuing through the case study’s published operating history; current deployment is also supported by PureGym US membership links using Exerp infrastructure in 2026. ^{4, 5}

Exerp states that PureGym introduced an Exerp member application in 2016. This is historical evidence of mobile-platform integration, with the wider Exerp relationship continuing beyond the original deployment period. ⁴

Recruitment technology - inploi and Dayforce

On 3 February 2025, inploi announced that PureGym had selected its technology to modernise recruitment advertising, candidate experience and application processing. The described implementation includes automated vacancy distribution, digital application workflows and a centralised recruitment reporting dashboard. ⁶

inploi’s subsequent PureGym case study describes a mobile-focused recruitment platform integrated with Dayforce, which remains the system of record for applicants. The supplier reports a 59% reduction in cost per hire and applications taking less than one minute to complete. The documented relationship was active during the 2025–2026 reporting period. ⁷

A separate inploi case study describes automated job distribution, recruitment analytics and applicant-conversion measurement across PureGym’s operating estate. These are documented business and recruitment functions, rather than evidence of military or state-security technology provision. ⁸

Payment infrastructure

PureGym Switzerland’s published privacy policy identifies Adyen and PayPal, including Braintree, as payment service providers. The policy describes processing payments online, through applications and, for Adyen, through in-person channels. This establishes documented payment-processing relationships within the group’s Swiss business. ⁹

The group’s payment-processing disclosures do not independently establish where every transaction is processed, which infrastructure regions are used or whether any processing occurs within Israeli jurisdiction. No public evidence identified establishing an Israeli payment-processing data route for PureGym. ⁹

Advertising and analytics technology

PureGym’s published cookies information identifies Google Analytics, Hotjar, Quantcast and Pinterest among providers associated with analytics, marketing or website interactions. These are publicly declared web-technology relationships, although the precise deployment of individual cookies may vary according to consent and website functionality. ¹⁰

PureGym’s January 2026 privacy notice identifies information obtained through website activity and interactions with services including Meta, Snapchat, Google, Pinterest and TikTok. The notice provides evidence of digital marketing or data-related interactions with these organisations; it does not disclose complete technical data routes. ¹¹

Israeli-origin cybersecurity and enterprise software

No public evidence identified establishing PureGym licensing, procurement or integration of Check Point, Wiz, SentinelOne, CyberArk, NICE, Verint, Claroty, Palo Alto Networks or another specifically identified Israeli-origin cybersecurity or enterprise technology product.

Procurement and systems integrators

The Exerp and inploi case studies establish named external technology partners performing material membership-management and recruitment functions, respectively. The accessible disclosures do not identify these engagements as deployments of Israeli-origin technology. ^{4, 7}

No public evidence identified of a systems integrator deploying Israeli-origin cybersecurity, surveillance or enterprise software specifically for PureGym.

Surveillance, Biometrics & Retail Technology

CCTV and remote surveillance

PureGym’s January 2026 privacy notice states that its gyms are monitored through CCTV and that its internal CCTV team monitors operations continuously. The cameras cover entrances and exercise areas, while the company states that private changing areas are excluded. The notice identifies safety, security, incident investigation and property protection as purposes of recording. ¹¹

The company states that recorded CCTV images are ordinarily retained for 30 days, subject to circumstances permitting or requiring longer retention. It describes restricted access and controlled disclosure to third parties. ¹¹

PureGym’s TrainSafe information confirms continuous CCTV operation, remote communication through gym tannoy systems and two-way emergency help points connected with its monitoring team. These functions form part of the company’s documented operational security infrastructure. ¹²

PureGym’s published gym rules independently notify members of continuous CCTV surveillance and the potential review of recorded footage during investigations of incidents, disputes or complaints. ¹³

United States operations

PureGym US’s published privacy notice confirms CCTV surveillance of entrances, exercise areas, training studios and certain exterior spaces, potentially including vehicle number plates. It does not identify an Israeli-origin camera or video-analytics supplier. ⁵

Biometric identification and facial recognition

No public evidence identified establishing use by PureGym of Israeli-origin facial-recognition, biometric identification, gait-analysis or automated video-analytics technology supplied by BriefCam, Oosto/AnyVision, Trigo, Trax or comparable companies.

The documented operation of CCTV does not itself establish facial recognition or biometric identification functionality. PureGym’s published policy establishes image recording and monitoring, without identifying those additional capabilities. ¹¹

Predictive analytics and workforce surveillance

PureGym’s recruitment technology includes applicant analytics and recruitment-performance measurement through inploi. The identified implementation concerns candidate processing, job distribution and recruitment reporting. ^{7, 8}

No public evidence identified of Israeli-origin predictive-policing, sentiment-analysis, employee-monitoring or behavioural-surveillance technology deployed by PureGym.

Indirect deployment through third parties

No public evidence identified of Israeli-origin surveillance, facial-recognition or biometric technology deployed indirectly through PureGym’s known technology partners, managed-service providers or bundled enterprise platforms.

Cloud Infrastructure, Data Residency & Sovereign Cloud Participation

Member and transaction data

PureGym’s January 2026 privacy notice identifies personal data collected through membership registration, digital applications, website interactions, gym check-ins, payments and CCTV. Identified information includes names, contact details, dates of birth, health declarations, membership records and gym attendance information. ¹¹

The notice describes attendance information including the date, time, gym and membership identifier associated with member visits. These records are part of the company’s membership and operational data environment. ¹¹

PureGym states that it does not retain members’ bank-card details on its web servers. Its privacy notice also describes processing by third-party service organisations acting under PureGym’s instructions. ^{11, 14}

Digital membership infrastructure

Exerp’s customer documentation describes integrated membership, billing, online sales and access-control functions. These functions indicate that Exerp occupies a material position within the documented membership-management architecture. The case study does not provide a complete map of hosting regions, subcontractors or national data-transfer routes. ⁴

PureGym US’s current public website directs member login and joining activity through an Exerp-hosted domain, providing additional evidence of operational integration in the United States during 2026. ⁵

Recruitment data

inploi’s PureGym case study identifies integration with Dayforce for applicant records and describes recruitment analytics, candidate progression and application processing. The accessible case study does not identify the physical location of all applicant-processing infrastructure or establish Israeli jurisdiction over those records. ⁷

Payment-data processing

PureGym Switzerland identifies Adyen and PayPal/Braintree as payment providers. The disclosed relationships establish external payment processing, but the privacy policy does not establish that PureGym customer payment data is hosted or processed in Israel. ⁹

Advertising and behavioural information

PureGym’s cookies information identifies external advertising and analytics providers, including Google Analytics, Hotjar, Quantcast and Pinterest. The published information concerns website-related processing and tracking; it does not independently establish Israeli data residency or Israeli-controlled infrastructure. ¹⁰

Israeli data centres

No public evidence identified of PureGym operating, leasing or co-locating data centres in Israel.

No public evidence identified demonstrating that PureGym membership, attendance, recruitment, payment, biometric or CCTV datasets are stored or processed under Israeli jurisdiction.

Project Nimbus and government cloud

UN Special Rapporteur report A/HRC/59/23, published in July 2025, addresses the wider role of technology companies and infrastructure in the occupied Palestinian territory. The existence of that reporting does not establish PureGym participation in the technology programmes examined. ¹⁵

No public evidence identified of PureGym participation in Project Nimbus or another Israeli government-cloud procurement programme.

Data sovereignty and resilience services

No public evidence identified of PureGym marketing, supplying or contracting digital sovereignty, cloud resilience, infrastructure hosting or data-residency services to Israeli state institutions, military bodies or intelligence agencies.

Defence, Intelligence & Security Sector Technology Relationships

Military and intelligence contracts

PureGym’s disclosed principal activities concern operating fitness facilities. Its October 2026 corporate overview identifies an international commercial gym estate, including directly operated facilities and Middle Eastern franchise operations. ^{1, 2}

No public evidence identified of PureGym holding contracts with the Israeli Ministry of Defence, Israel Defense Forces, intelligence agencies or Israeli state-security institutions for information technology, communications, hosting, surveillance or related digital services.

Dual-use technology

PureGym’s operational technology includes membership systems, electronic access control and CCTV infrastructure. These are documented commercial fitness and physical-security applications. ^{4, 12}

No public evidence identified establishing deployment of PureGym-developed technology by Israeli military, intelligence or law-enforcement organisations.

Offensive cybersecurity

No public evidence identified of PureGym developing, licensing, selling or maintaining offensive cybersecurity products, zero-day exploits, interception systems or digital weapons for Israeli state actors.

Operations in occupied territories

PureGym’s published operating-market breakdown identifies the UK, Denmark, Switzerland, United States, Saudi Arabia and United Arab Emirates. Israel and the occupied Palestinian territory are not identified among the disclosed operating markets as of 30 June 2026. ²

No public evidence identified of PureGym supplying digital access-control platforms, membership systems, surveillance technology or other technology services to Israeli settlements, settlement-based franchise operators or businesses operating within occupied territory.

Constructive-notice chronology

PureGym’s Exerp relationship originated in 2013 and continued beyond July 2024, while its inploi relationship was publicly announced in February 2025. These dates establish the relevant commercial technology timelines. They do not establish that either relationship involved Israeli military or settlement activity. ^{4, 6}

No public evidence identified of PureGym continuing an Israeli military, intelligence, surveillance or settlement-related technology contract after 19 July 2024 or after the November 2024 ICC arrest warrants.

AI, Algorithmic & Autonomous Systems

Commercial analytics

inploi’s recruitment platform includes application analytics, automated vacancy distribution and candidate-performance reporting. Its PureGym case studies describe recruitment optimisation and improved candidate-conversion measurement. ^{7, 8}

PureGym’s cookies disclosures identify analytics technology used in website measurement and marketing activity. These functions constitute documented commercial analytics applications, without establishing a military or state-security use case. ¹⁰

Artificial intelligence provision to Israeli state bodies

No public evidence identified of PureGym providing machine-learning models, computer-vision systems, natural-language-processing platforms or other AI services to Israeli government, military, intelligence or security institutions.

Training data and model development

PureGym publicly identifies categories of membership, attendance, application, website and surveillance data that it collects or processes. The accessible privacy documentation does not establish that these datasets are used to train AI systems for Israeli organisations. ¹¹

No public evidence identified of PureGym training AI models on intercepted communications, military surveillance information or civilian datasets obtained from Israel or occupied Palestinian territory.

Automated targeting and autonomous systems

No public evidence identified of PureGym developing or supplying autonomous military targeting, fire-control, target-generation, weapons-control or other purpose-built kinetic military AI systems.

No public evidence identified of general-purpose PureGym digital platforms being supplied for Israeli military autonomous decision-support applications.

Technology Ecosystem & R&D Footprint

Corporate development

PureGym’s October 2026 corporate announcement identifies the acquisition of Switzerland’s NonStop Gym. The announced transaction concerns an existing fitness operator and its gym network, rather than an identified Israeli technology company. ³

The group’s published geographic footprint identifies its current principal operating markets and international franchising activities. It does not identify an Israeli research or engineering operation. ²

Israeli research and development

No public evidence identified of PureGym operating engineering offices, AI laboratories, research centres, technology accelerators or innovation programmes in Israel.

Israeli technology acquisitions

No public evidence identified of PureGym acquiring an Israeli-origin cybersecurity, surveillance, software, AI, analytics or digital-platform company.

Strategic investments

PureGym identifies Leonard Green & Partners as majority owner and KKR as significant minority investor. Its investor and corporate disclosures establish these institutional ownership relationships. ^{1, 2}

No public evidence identified establishing that PureGym itself acquired an equity interest in an Israeli surveillance, intelligence, cybersecurity or military-technology company.

Controlling principals

In June 2026, PureGym appointed Alex Wood as Chief Executive Officer following Clive Chesser’s departure. Industry reporting identifies Humphrey Cobbold as Chair and describes comments from Leonard Green & Partners representative Kris Galashan concerning the appointment. ¹⁶

PureGym’s corporate history identifies founder Peter Roberts and describes the evolution of its institutional ownership. The accessible corporate sources do not document a personal Israeli military or surveillance-technology investment by the founder. ¹

No public evidence identified of a documented equity holding, board directorship or personal investment by the examined PureGym controlling principals in NSO Group, Cellebrite, Carbyne, Oosto/AnyVision, Wiz, Check Point, SentinelOne, Verint, NICE or comparable Israeli military-intelligence technology enterprises.

Corporate records

Companies House records show Pure Gym Limited’s continuing statutory filing activity, including financial accounts and company-information updates during 2026. These records establish the operating company’s UK corporate-registration and filing history. ¹⁷

No public evidence identified of significant PureGym patent licensing, joint research, technology co-development or intellectual-property agreements with the Technion, Hebrew University, Weizmann Institute or another Israeli-domiciled research institution.

Civil Society Scrutiny & Regulatory History

UN documentation

The July 2025 UN Special Rapporteur report A/HRC/59/23 examines corporate relationships associated with Israel and the occupied Palestinian territory, including technology and infrastructure activities. The independently accessible report reference identifies its authorship, document number and publication date. ¹⁵

No public evidence identified in the examined material establishing a PureGym-specific finding concerning military technology, digital surveillance or settlement infrastructure.

Don’t Buy Into Occupation - 2024

The November 2024 Don’t Buy Into Occupation reporting identifies corporate relationships relevant to Israeli settlements and discusses technology and other multinational companies in that context. The published summary identifies companies including Cisco, IBM and other major enterprises. ¹⁸

No public evidence identified establishing that PureGym’s own software, data infrastructure, digital services or surveillance systems formed part of the activities described in the examined 2024 reporting.

Don’t Buy Into Occupation - 2025

Al-Haq’s November 2025 publication describes the fifth Don’t Buy Into Occupation report and its expanded investigation of 104 companies associated with activities in the occupied Palestinian territory. Its summary identifies technology-sector companies among the investigated businesses. ¹⁹

The BDS Movement’s accompanying November 2025 summary names companies including Amazon, Cisco, Google, HPE, Intel and Microsoft among the report’s subjects. That company-level reporting does not itself establish PureGym procurement of any named system or PureGym participation in the underlying activities. ²⁰

No public evidence identified establishing a PureGym-specific technology relationship, settlement contract or military-service arrangement in the examined NGO summaries.

Organised boycott and divestment campaigns

No public evidence identified of an organised boycott, divestment or sanctions campaign specifically directed at PureGym for providing technology to Israeli military, intelligence or settlement organisations.

Regulatory and legal actions

PureGym’s January 2026 privacy notice identifies its UK data-controller role and describes the collection, retention and sharing of personal information. This provides documentary evidence of its stated data-protection practices. ^{11, 14}

No public evidence identified of a regulatory enforcement action, export-control investigation, sanctions proceeding or legal challenge specifically concerning PureGym’s supply of technology or digital services to Israeli state or settlement entities.

Company response

No public evidence identified of a PureGym corporate statement responding to allegations of Israeli military-technology provision, settlement-related digital services or participation in Project Nimbus.