Board of Directors

Rebecca Passmore joined Pure Gym in October 2017 as Chief Operating Officer and is now Managing Director of Pure Gym’s UK Business. Rebecca is an experienced general manager with over 15 years in the retail sector across food, general merchandise and DIY. She joined Pure Gym directly from Wickes where she held the role of Store Operations Director, leading the retail team through Wickes’ transformation program. Prior to Wickes, Ms. Passmore held various senior roles in Asda, TKMaxx and Aldi. She holds a BA Honors Degree in Business Management at University of Nottingham and most recently attended the Program for Leadership Development at Harvard Business School.

Fraser Inglis is Pure Gym’s UK Finance Director, leads the Property Acquisition, Estates & Development functions as well as the Finance team. Fraser joined Pure Gym in 2015 initially to manage the integration of the LA Fitness business into Pure Gym before setting up a commercial finance capability for the enlarged business. A qualified accountant with BA Honors degree in Business Studies, Fraser has more than 20 years’ post qualified experience in consumer sectors, specialising in multi‑site growth businesses and incorporating significant corporate transaction experience. Fraser has 15 years’ experience in the fitness industry including internationally, having spent 9 years at Virgin Active prior to joining Pure Gym, where he held senior finance positions in both the UK and Group teams. He previously worked at Costa Coffee, Whitbread PLC, KP Foods and Carlsberg UK.

Morten Bentzen is the Managing Director of Pure Gym’s Danish business, Fitness World, and joined the Pure Gym Group in January 2021. Morten comes with more than 15 years of management experience from the Nordic Telco Industry, last serving for 4 years as CEO & Country Manager for Telia Denmark, part of the Nordic telco‑operator Telia Company. Prior to that he has worked in various Vice President and management roles within Telia Company and Orange. Before joining Telia he was part of a start‑up, which was sold to Orange. He holds a Master of Business Administration from Copenhagen Business School.

Joe Garrood joined Pure Gym in January 2019 as Commercial Director of the UK Business and became Group Commercial Director in June 2020. Joe also acts as the de facto Chairman of the Swiss business and overseas the strategic development of Pure Gym in that territory. Prior to Pure Gym he was part of the management team of Tusker a vehicle contract business. Prior to that he worked as an operating partner in a small PE Firm after a career in management consulting with OC&C and the Javelin Group. Joe graduated with an MA and MPhil in History from the University of Cambridge.

Eve Sukhnandan is the Group’s Chief People Officer and joined Pure Gym in 2015 following the acquisition of LA Fitness. Eve is an experienced Human Resources professional, with over 17 years’ experience in retail, the pub trade and fitness industry. Eve joined Pure Gym directly from her role as HR Director for LA Fitness, prior to which she held management roles in Punch Taverns and the Home Retail Group. Eve is a Chartered Fellow with the CIPD and most recently completed a Strategic Human Resources Programme with Hult Ashridge Business School.

Francine Davis is the Group’s Strategic Development Director joined Pure Gym in April 2015. Prior to joining Pyre Gym Francine was Commercial Director at the Snow & Rock Group with responsibility for the Cycle Surgery and Runners Need businesses. Prior to this, she held several senior management roles in private equity backed businesses. Ms. Davis started her career with Bunzl plc, where she spent 13 years working in a variety of business development functions with leading brands such as Marks & Spencer, Asda and Starbucks. During this time, she worked alongside the Starbucks team to implement the supply chain strategy for the entry and growth into the UK, Europe and Australian markets. Francine has an MBA from Henley, is a British Age Group Triathlete and continues to compete regularly.

Daniel Glyde is the Chief Technology Officer of the Group. Prior to joining Pure Gym in April 2015, he was the Head of Technology for Wiggle Ltd, responsible for software engineering and IT operations teams. Before Wiggle in 2009, Daniel held various senior software engineer positions in a range of businesses over a twelve‑year period, including High Integrity Solutions Ltd and BAE Systems plc. He holds a Bachelor’s Degree in Computer Studies from the Southampton Institute of Higher Education.