Travers Smith intellectual property and technology partner Dan Reavill has advised Pure Gym on a sponsorship and investment agreement with Sir Chris Hoy, the winner of six Olympic gold medals.
Under the deal, Britain’s most successful Olympian will partner with Pure Gym as both an investor and an ambassador for the brand. He will also be acting as a consultant to the business on training expertise and the development of Pure Gym’s offering.
Pure Gym is the UK’s leading gym operator, which pioneered the model for affordable, flexible, high-quality fitness clubs in the UK. The company has undergone an unprecedented growth since its launch in 2009. Last month Pure Gym completed the acquisition of LA Fitness and its 43 fitness clubs, which has further extended the availability of affordable fitness centres to people across Britain. This week the company is opening its 100th club in the UK.
Travers Smith partner Dan Reavill was assisted on the transaction by senior corporate associate Sonal Patel.
Other advisers on the deal included Couchmans partner Andrew Korman, who advised Sir Chris Hoy.