Puregym Arabia

KSA & UAE

Fitness & Wellness

Audit & Advisory

PureGym Arabia is the regional franchisee of the UK-based PureGym Group, one of the world's largest gym operators. Bringing PureGym's flexible, affordable, judgment-free approach to fitness to the Middle East, the brand operates clubs across Saudi Arabia and the UAE.

months of digital ecosystem advisory

specialists engaged across the project

40%

vendor cost reduction
through renegotiation

The challenges

PureGym Arabia needed an objective read on its own digital ecosystem — one department at a time — before deciding where to invest next.

Limited visibility into the existing digital setup

Leadership lacked a clear picture of which tools and processes were actually working across the business, and needed an external, evidence-based view to confirm or challenge their own assumptions.

Limited ownership of its own digital presence

With new leadership recently in place, PureGym Arabia wanted more ownership and control over its own digital presence, starting with its website, to move faster and make decisions independently.

No clear starting point for prioritization

With risk and opportunity scattered across departments, the team needed a structured way to identify what mattered most and where to focus first.

Our approach

We approached the engagement as a structured, department-by-department audit rather than a single technical review. Through online and on-site meetings with practically every team at Pure Gym Arabia, we mapped the tools in use, manual workarounds, and areas for improvement.  

We also analyzed Google Reviews across all clubs to assess the member experience from a technology perspective. Working closely with the technical team, we mapped the infrastructure and consolidated our findings into an assessment with prioritized recommendations, delivered as a report and presentation.

The solution

Contract & procurement support

Exerp

Vendor contract advisory

We supported Pure Gym Arabia in negotiating its club management software contract with Exerp, helping the client secure better terms than in the original agreement.

Direct vendor ownership

As Pure Gym Arabia moved toward owning more of its infrastructure directly, we supported the transition to a direct contract with Exerp, helping the client take full control of a key part of its digital operations.

Foundation for a website rebuild

Webflow

The audit surfaced issues with the existing website's performance and SEO, directly informing the decision to rebuild the site on Webflow.

The outcome

A clearer view of where to focus next

The audit gave leadership an outside, evidence-based read on the business, mapped risks and areas for improvement, and gave the CEO a clear set of priorities to work from.

Lower vendor costs secured for the long run

The renegotiated Exerp contract delivered an immediate, measurable result: a 40% reduction in costs and obligations compared to the original agreement.

A stronger digital foundation

The audit's recommendations led to a full rebuild of Pure Gym Arabia's website on Webflow, delivering a faster, more optimized site built to support growth.

A roadmap for what comes next

Additional recommendations from the audit remain on Pure Gym Arabia's roadmap, with Qodeca continuing to support prioritization as the client works through them.

Client testimonial

"Qodeca gave us a clear, objective view of our digital ecosystem and the confidence to act on the right priorities. Their expertise and strategic guidance made them a valuable partner."

Nasser Obeid

CEO, PureGym Arabia

Ongoing partnership

As PureGym Arabia continues to navigate its next phase of growth, Qodeca remains a trusted digital partner — staying closely connected with leadership and ready to support future expansions, integrations, and continuous improvements.