PureGym seeks approval for two Dublin gyms ahead of Irish entry

PureGym has lodged planning applications for two 24-hour gyms in Dublin city centre, with ambitions to open both in the first half of 2027. The proposed arrival of the British low-cost operator gives Ireland’s fitness franchise community a new competitor to monitor, although neither location has yet secured planning approval.

Two city-centre locations proposed

The proposed gyms would occupy sites on opposite sides of the River Liffey. One application concerns a part-ground floor and basement unit in the Parnell Centre shopping complex in Dublin 1, approximately 500 metres from O’Connell Street.

The second proposed outlet is in the College Square commercial development, fronting Tara Street in Dublin 2. At 82 metres high, College Square is the tallest habitable building in the State.

Both applications have been lodged with Dublin City Council. Reporting on the plans on 27 October, The Irish Times said the council had not yet issued a decision.

A PureGym spokesperson described the plans as “still in the early stages, and both sites are subject to planning approval”. The company nevertheless has ambitions to open both facilities during the first half of 2027.

That distinction matters: these are proposed openings rather than confirmed launch dates. For nearby gym operators and prospective franchise owners assessing locations, the planning decisions will be a more concrete milestone than the stated opening ambition alone.

Low-cost, round-the-clock proposition

PureGym’s applications envisage two 24-hour facilities operating under its “no-frills” fitness model. The company is positioning the proposed Dublin gyms around affordability and flexible access.

“These gyms will expand access to low-cost, high-quality fitness in Dublin, while also creating a number of employment opportunities,” its spokesperson said. “We know there is strong demand for gym memberships that are both affordable and flexible.”

The employment commitment does not include a specified number of jobs. Equally, the company’s statement about demand is its own assessment, rather than a published measure of Dublin gym membership growth.

For fitness franchise operators, the relevant competitive proposition is therefore clear even while the opening timetable remains conditional: a low-cost brand seeking round-the-clock access at two central Dublin addresses. Franchisees reviewing their own offers should consider how location, opening hours and service compare, rather than assume that all gym formats compete on price alone.

A return to earlier Irish ambitions

The latest applications revive an expansion ambition that PureGym first pursued more than a decade ago. The chain previously considered two north Dublin locations but did not proceed with their development, despite securing planning approvals.

Planning records from 2016 show an application for a 24-hour, seven-day gymnasium at Smithfield Market in Dublin 7, alongside new illuminated signage.

Following objections from residents and businesses, the case went to An Bord Pleanála, now An Coimisiún Pleanála. The planning authority ultimately approved the gym development but not the signage.

According to The Irish Times, PureGym is understood to have reconsidered its Irish entry after Britain voted to leave the European Union later in 2016. That history provides a useful caution when interpreting the latest proposals: an application, or even permission, does not by itself establish that a gym will open.

What the plans mean for franchising

Founded in 2008, PureGym now operates 728 gyms worldwide, according to its website as cited in the report. Approximately two-thirds are in Britain. Its international presence also includes Denmark, the United States and Switzerland, alongside franchised outlets in Saudi Arabia and the United Arab Emirates.

The Dublin announcement is not an Irish franchise recruitment offer. The company’s overseas franchise presence should not be taken as confirmation that either proposed Dublin gym will be franchise-operated.

For Ireland’s franchise community, the immediate relevance is potential competition and location planning, rather than a newly available investment opportunity.

Practical takeaway: Fitness franchisees and prospective owners should track both Dublin planning applications and any confirmed opening announcements before adjusting local business plans or drawing conclusions about PureGym’s Irish operating model.