Pure Gym will take its US expansion 'step by step' – but views the market as having huge potential for growth.

Speaking exclusively to HCM, chief strategy officer Francine Davis said the group has "ambitious plans", but added that it will expand in a gradual way.

"The US fitness market is one of the world’s largest and represents a significant opportunity for our business," Davis said.

"Our first priority is to open an initial portfolio of clubs and assess their locations. Pending their success, we have ambitious plans to develop many more sites across the US."

Pure Gym aims to initially open three sites – all in the Washington DC Metropolitan area – after having considered the top 30 metro markets.

"Our analysis highlighted the Washington DC region as one of the strongest in terms of economic strength, competitive landscape, good demographics and high propensity to take part in fitness," Davis revealed.

"We may seek to expand organically and with franchise partners who share our ambitions and values.

"Our first priority is to see how these three perform, and then we’ll make a decision about the next stage of rollout."

In the interview, Davis also revealed why Pure Gym will be operating under the name "Pure Fitness" in the US.

To read the full interview and find out why, click here.

Consumer demand for health clubs returning to normal, but 'January jump' delayed by Plan B

FEATURE: Profile – Francine Davis