Scaling Success: Construction Project Management Case Study

Project Management Challenge: Scaling Fitness Facility Development

PureGym stands as the UK's premier gym chain, revolutionising the fitness landscape with their innovative approach to accessible, high-quality fitness experiences.

With an impressive network of over 230 locations nationwide, they've built their reputation on delivering exceptional value without compromising on quality.

The fitness industry has experienced significant growth, with more people recognising the importance of regular exercise for both physical and mental wellbeing.

Against this backdrop, PureGym set their sights on an ambitious expansion strategy requiring expert project management support.

Market conditions presented a unique window of opportunity. Market research revealed significant gaps in fitness provision across numerous UK towns and cities. PureGym's leadership team recognised that rapid, strategic expansion would be crucial to capturing these emerging markets before competitors could establish themselves.

The Acquisitions Team embarked on a comprehensive national assessment, meticulously evaluating potential locations using a sophisticated scoring system that weighted population density, local economic indicators, and the competitive landscape.

Construction Project Management Expertise: Building the Right Team

Recognising that ambitious expansion requires exceptional project management capabilities, the PureGym development team understood they needed to expand their project delivery capabilities.

The fitness industry's project delivery involves intricate planning phases, strict regulatory compliance, and tight construction project timelines. With nearly 60 active projects already in motion and an even more ambitious pipeline planned for the following year, the organisation needed someone who could seamlessly integrate into their existing workflows.

The search for the right project management expertise led them to Iconic Project Management’s Director of Project Management, Darren Hewitt, as the ideal candidate.

This appointment reflected PureGym's commitment to bringing in seasoned project management professionals who could deliver immediate impact without requiring extensive onboarding periods.

Feasibility Study Management: The Science of Site Selection

Darren stepped into a role that would prove pivotal to the expansion program's success: conducting comprehensive feasibility assessments for potential gym locations through systematic project management methodologies.

The modern fitness facility has evolved far beyond simple workout spaces, requiring sophisticated infrastructure planning and project coordination to support diverse training modalities and member experiences.

Each potential site underwent rigorous evaluation against Iconic's exacting standards using proven project management frameworks.

The technical requirements for a successful gym conversion project are surprisingly stringent:

Structural integrity: Continuous ceiling height of 3.5 meters ensures compatibility with modern fitness equipment.

Load capacity: Flooring must withstand substantial dynamic loads exceeding 5 kilonewtons per square metre to safely accommodate everything from deadlifts to high-intensity interval training.

Accessibility: Level entrances ensure compliance and member safety, while uninterrupted floor space enables efficient gym layout and space planning. 

Utilities infrastructure: Water, gas, and electricity systems must be robust enough to support climate control systems and specialised equipment power requirements.

Program Management Excellence: Coordinating Complex Assessments

The feasibility process extended well beyond basic structural evaluation, requiring comprehensive program management to coordinate multiple specialist consultants.

Darren coordinated specialist surveys, each designed to assess whether the landlord would need to complete significant works to ensure the building's suitability:

Drainage capacity assessments: Modern gyms generate substantial water demand through shower facilities, cleaning operations, and climate control systems. Peak usage periods can create significant flow challenges, making proper drainage infrastructure essential for operational success.

Acoustic surveys: The contemporary gym environment generates substantial sound through music systems, weight training activities, and cardiovascular equipment operation. These noise sources create both direct sound transmission and structural vibration challenges that must be addressed through proper acoustic design and mitigation strategies

This collaborative project management approach ensured that every aspect of conversion viability was thoroughly examined before investment decisions were made.

Construction Project Delivery: Results at Scale

Over an intensive eight-month project management period, Darren completed 42 comprehensive feasibility assessments, each requiring site visits, stakeholder negotiations, technical evaluations, and detailed project reporting.

This systematic project management approach enabled PureGym to make informed decisions rapidly while maintaining their high standards for location quality.

The negotiation process with landlords required particular project management skill, as Darren worked to establish specifications that would support successful gym operations while remaining commercially viable for property owners.

Weekly progress reporting ensured stakeholders remained informed and could make timely decisions in the fast-moving property market, hallmark of effective project management.

As Darren reflected on the project management engagement:

"My main challenge during my time at PureGym was to keep the programme going at pace and generate as many feasibility reports as possible. My great satisfaction was that I could step in and provide the skills so that I could leave the project team in a strong position to deliver this massive expansion programme successfully."

Project Management Success Story

The collaboration demonstrated how specialist project management expertise can accelerate growth initiatives while maintaining quality standards. PureGym's expansion program benefited from this systematic approach to site evaluation and project coordination, positioning them for continued success in the competitive UK fitness market.

This case study illustrates how experienced project management professionals can drive complex construction and development programs, delivering measurable results through strategic planning, stakeholder management, and systematic execution.

The success of this project management initiative highlights the critical importance of bringing in experienced project management professionals for large-scale expansion programs, particularly in the specialised construction and fit-out requirements of fitness facilities.

Author

Lizzie Hewitt

Lizzie is the CEO of Iconic Project Management and the driving force behind its bold, people-first culture. Known for her blend of strategic clarity and creative flair, she leads with purpose, passion, and just the right amount of rebellion. Lizzie builds resilient teams, delivers impactful results, and is quietly transforming the construction industry into a space where both people and projects are empowered to thrive.