Cookies Notice

What is a cookie?

A cookie, also known as a browser cookie, is a text file containing small amounts of information which a server may download to your computer, mobile or tablet when you visit a website or use an app.

There are different types of cookies which are used to do different things, such as letting you navigate between different pages on a website efficiently, remembering preferences you have given and helping us to identify ways to improve your overall site experience. Others are used to provide you with advertising which is more tailored to your interests or to measure the number of site visits and the most popular pages users visit.

‘First party’ and ‘third party’ cookies

Each type of cookie can be set and controlled by the operator of the website which the user is browsing such as Pure Gym (known as a ‘first party cookie’) or a third party such as Facebook, for example to display advertisements and social sharing features, (known as a ‘third party cookie’).

Due to their core role of enhancing and enabling usability or site processes, disabling certain cookies may prevent you from using certain aspects of the Pure Gym website, such as joining a club.

Broadly speaking, there are two different types of browser cookie:

(1) Session cookies are stored in the computer's memory during a user's browsing session and are automatically deleted from the user's computer when the browser is closed or the session is deemed to have ended.

These cookies usually store a session ID that is not personally identifiable to users, allowing the user to move from page to page without having to log-in repeatedly. They are widely used by commercial web sites; for example to keep track of items that a consumer has added to a shopping basket.

Session cookies do not collect any information from the user's computer and they expire at the end of the user's browser session. They can also become inaccessible after the session has been inactive for a specified length of time, usually 20 or 30 minutes.

(2) Persistent cookies are stored on the user's computer and are not deleted when the browser is closed. Persistent cookies can be used to retain user preferences for a particular website, allowing those preferences to be used in future browsing sessions.

Persistent cookies usually assign a unique ID to the user’s browser and they are usually configured to identify a user for a prolonged period of time, from days to months or even years.

How does PureGym use cookies?

PureGym only uses browser cookies to measure non-personal information, for example to learn about the behaviour of visitors to our website and how they respond to our marketing communications. The more we learn, the better we are able to provide relevant and interesting content and services. The first person cookies set by Pure Gym do not contain any personally identifiable information.

Strictly necessary cookies

'Strictly necessary' cookies let you move around the website and use essential features. These cookies don't gather any information about you that could be used for marketing or remembering where you've been on the internet. Accepting these cookies is a condition of using the website, however, as they are required for the proper operation of the website. If you prevent them, we cannot guarantee how it will perform.

Analytics cookies / Performance cookies

We use these cookies to collect information about how visitors use our website, including details of the site where the visitor has come from and the total number of times a visitor has been to our website. By using our website, you agree that we can place these types of cookies on your device. We use the information to improve our website and enhance the experience of its visitors. All information these cookies collect is aggregated and therefore anonymous.

Application or site specific cookies / Functionality cookies

These cookies remember choices you make to improve your experience. By using the website, you agree that we can place these types of cookies on your device.

These cookies allow the website to remember choices you make (such as your user name, language or the region you are in) and provide enhanced, more personal features. These cookies can also be used to remember changes you have made to text size, fonts and other parts of web pages that you can customise. They may also be used to provide services you have asked for such as watching a video or commenting on a blog. The information these cookies collect may be anonymised and they cannot track your browsing activity on other websites.

Advertising / Targeting cookies

From time to time, cookies are used to collect information about your browsing habits in order to deliver adverts more relevant to you and your interests. They are also used to limit the number of times you see an advertisement as well as help measure the effectiveness of the advertising campaign.

The cookies are usually placed either directly by third party advertising networks. They remember that you have visited a website and this information is shared with other organisations such as advertisers. Quite often targeting or advertising cookies will be linked to site functionality provided by the other organisation.

However, this policy does not cover the use of third party cookies. This will be covered by that third party’s privacy policies and practice and we would recommend that you take a look at these which in most cases will be found on that company’s website.

What cookies are used on this website?

A list of all the types of cookies used on this website is set out in the tables below.

Which 1st party cookies does this site use?

Cookie Name Purpose Expires
AWSALB AWS Classic Load Balancer Cookie:
Load Balancing Cookie: Used to map the session to the instance.
1 Hour
incap_ses_* Incapsula DDoS Protectiona and Web Application Firewall:
The cookie on which HTTP requests are related to a certain session (AKA visit) Re-opening the browser and accessing same site is supposed to be considered different visits. In order maintain existing sessions (i.e. Session Cookie)
Removed after browser closes
nlbi_* Incapsula DDoS Protectiona and Web Application Firewall:
Load balancing cookie. To ensure requests by a client are sent to the same origin server.
Removed after browser closes
visid_incap_* Incapsula DDoS Protectiona and Web Application Firewall:
The cookie on which sessions are related to a specific visitor (visitor representing a specific computer) In order to identify clients which have already visited Incapsula. The only cookie that is persistent, for the duration of 12 months.
Persistent for 12 months

Which 3rd party cookies does this site use?

We use various persistent cookies for some of the above reasons. Here are some of the most important ones, although this is not a comprehensive list.

Cookie Name Purpose More Information

The following cookies are focused on web analytics and helping us improve our understanding of visitors and their site usage

Google Analytics


These cookies are used to collect information about how visitors use our site. We use the information to compile reports and to help us improve the site.  The cookies collect information in an anonymous form, including the number of visitors to the site, where visitors have come to the site from and the pages they visited.

Google stores the information collected by the cookies on servers in the United States. Google may also transfer this information to third parties where required to do so by law, or where such third parties process the information on Google's behalf.  Google will not associate your IP address with any other data held by Google.

Unless you opt-out of the Google Cookie, by using this site you consent to the use of the Google Cookie and any information generated by Google Analytics.

Click here for an overview of privacy at Google

And for information on how to opt-out from all Google Analytics cookies (from all sites not just from Pure Gym) visit



VWO uses cookies to run A/B tests and to track (anonymised) user information. The cookies keep track of the test variation a user has viewed and help to serve the same test variation to users consistently; track goals completed by a user; and determine whether a user is part of a test. Click here for more information about VWO cookies
Hotjar _hjIncludedInSample This session cookie is set to let Hotjar know whether you are included in the sample which is used to generate funnels.  Click here for more information about Hotjar cookies
Sentient Ascend _ascend_candidate
These cookies are used to administer multivariate tests through Sentient Ascend. They track test variations you have seen and their performance. Click here for Sentient Ascend's privacy policy
Bazaarvoice BVBRANDID
These cookies enable the site to show reviews on our Gyms. Click here for more information on Bazaarvoice cookies
New Relic JSESSIONID This cookie is a session cookie which monitors the performance of the Pure Gym website. Click here for more information on New Relic cookies
Cookie Name Purpose More Information

The following cookies are focused on site stability and security

Azure ARRAffinity Cookie used to "pin" a user session back to one of the instances that the PureGym site runs on in Azure, so they keep going back to the same instance for every call they make.  This allows us to balance the load on the servers. Click here for more information
Cloudflare _cfduid The __cfuid cookie is used to help our infrastructure provider Cloudflare deliver the best experience. Click here for more information about Cloudflare cookies
Cookie Name Purpose More Information

The following cookies are Targeting Cookies

Facebook datr
These facebook cookies help with security and suspicious login activity, to identify the facebook user for targeted ads and manage the login process. Click here for more information about Facebook cookies
These Google cookies help with preventing fraudulent activity during login and protect against unauthorized parties. The are also used for Google Map services & advert targeting Click here for more information about Google cookies
YouTube SID
These YouTube cookies are used on pages where YouTube videos are used. They track the user behaviour and interactions with videos. If you are logged into your google account your activity and behaviour is linked to your profile. Click here for more information about Google cookies
DoubleClick id These DoubleClick cookies are used to improve advertising and contain no personal data Click here for more information about DoubleClick cookies everest_g_v2 Used for targeted ads and to track the performance of each individual ad. temp
These myunidays cookies are used to track users activity from myunidays to Pure Gym to aid joining as a Student. Click here for more information about myunidays cookies _gat_global 
 Used to track the authentication of the current visitor to determine if they have admin rights  
TV Squared _pk_uid


 These cookies are used to enable optimisation of TV advertising by tracking sessions and conversion timings in relation to TV ad spot air times. Click here for more information on TV Squared cookies

How can you control the use of cookies?

Your use of the website constitutes your consent to this website setting cookies on your device.

If you do not want the website to set cookies on your device then you should either not use the site, [or you should delete Pure Gym cookies having visited the site], [or you should browse the site using your browser’s anonymous usage setting (called “Incognito” in Chrome, “InPrivate” in Internet Explorer, "Private Browsing" in Firefox and Safari)].

Alternatively, the ‘Help’ menu on the menu bar of most browsers will tell you how to prevent your browser from accepting new cookies, how to have the browser notify you when you receive a new cookie and how to disable cookies altogether. However, because cookies allow you to take advantage of some of the website's essential features, we recommend you leave them turned on.

A guide to behavioural advertising and online privacy has been produced by the internet advertising industry which can be found at The guide contains an explanation of the IAB's self-regulatory scheme to allow you greater control of the advertising you see.

Learn more about cookies

To find out more about cookies, search in Google or visit or