SH1FT Fitness secures deal to roll out its group glasses at PureGym clubs

PureGym and SH1FT Fitness have partnered for what they describe as “one of the largest group fitness rollouts in history”.

Eight group fitness formats – developed by SH1FT specifically for PureGym – have been launched across all PureGym locations in the UK. The roll out will see more than 15,000 SH1FT classes being delivered each week nationally.

The programming includes new indoor cycling and holistic classes – genres that are notoriously difficult for instructors with no previous group fitness teaching experience. The new classes are RIDE, a HIIT-based cycling format, and MIND, a holistic offering that introduces a balanced and restorative fitness experience.

To train enough instructors to deliver the classes, SH1FT worked with PureGym across six weeks in November and December 2024. During the period, more than 3,900 instructors were trained in the eight group fitness formats across nearly 350 individual live training sessions.

SH1FT founder, Will Brereton, said: “This rollout represents a breakthrough in what’s possible for group fitness.

“Training nearly 4,000 instructors across eight formats in such a short time – and equipping them to deliver classes immediately – is something the industry has never seen before.

“Gyms are no longer forced to choose between the strain of creating internal programming and the high costs of running 3rd-party Group Fitness classes. The future of Group Fitness is simple: quality classes that empower instructors and motivate members – and that’s exactly what we are delivering.”