Fitness: a lifestyle for wellness and connection
How PURE Group is redefining fitness as a social and lifestyle experience in Hong Kong
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Having navigated the challenges of COVID and the economic turn-down, PURE has emerged ‘fighting-fit’, stronger than ever, and already planning ahead for an even brighter and more exciting future.
And, with fitness and wellbeing now central to modern life, promoting physical health, mental resilience and social connections for this pioneer in the industry in Hong Kong, has never been more important.
In a city where a high-energy, fast-paced environment intersects with an ageing population, a growing focus on wellness has made fitness a growing community-oriented lifestyle experience.
Colin Grant, Executive Chairman & Co-Founder of PURE Group, a premium wellness brand, has observed this shift, adapting and evolving its offerings to cater to this rapidly growing demand.
“PURE has been at the cornerstone of the Hong Kong health and fitness industry for almost a quarter century, experiencing the ups-and-downs throughout this journey,” explained Grant. “We have faced-down SARS, the Global Financial Crisis and COVID-19. PURE has emerged from these, and more recent challenges, stronger than ever. Indeed, Covid has actually driven wellness and fitness to new heights. People now see health as wealth.”
Hong Kong’s fitness market has expanded in recent years, welcoming budget gyms and boutique studios. However, PURE has set itself apart as a high-end “big box” gym, delivering a comprehensive range of services.
“In London or New York, you have budget gyms and then you have what we offer - a big box with all the amenities,” explained Grant.
From towels to yoga classes, and functional training to group classes, PURE’s state-of-the-art facilities appeal to both beginners and seasoned fitness enthusiasts.
What also makes PURE unique is the company’s extensive portfolio of fitness and wellness brands, including PURE Yoga, PURE Fitness, PURE Pilates, PURE Nutrition, nood Food and PURE Online.
“We’re not just selling memberships; we’re offering a totally holistic experience,” Grant explained. “Everything is curated to connect with our members, transforming PURE from a workout venue into a community hub.”
PURE continues to make strategic investments across all aspects of its operations. Upgrades across PURE clubs are part of a comprehensive plan to upgrade facilities and uplift the cardholder experience and will encompass refurbished floorings, ceilings, lighting and changing rooms, with extensive equipment upgrades taking place too.
PURE’s focus on community also extends to its corporate wellness programme, which has seen a marked rise in demand since Covid, as more companies recognise the benefits of supporting employees’ physical and mental wellbeing.
“Healthy, fit employees are easier to retain, easier to hire and ultimately more productive,” The programme spans yoga, personal training and nutrition workshops, each tailored to meet the specific needs of participating companies.
PURE’s premium offerings have also made it a preferred tenant in modern retail spaces. “For landlords, we’re the anchor tenant, especially with wellness trending as it is,” Grant said. “PURE’s existing locations in premium malls and business districts ensure members’ convenience, and in visiting multiple times a week, they often shop and dine nearby, making PURE a valuable addition for retail centres redefining themselves as lifestyle hubs.”
And the future looks even brighter. “Looking ahead, our vision is to fortify our market position,” explained Grant. “In supporting this vision, we have the robust support of our shareholders, landlords, staff and Cardholders.”
Given the increased connectivity within the Greater Bay Area, Grant believes there is strong potential for PURE to expand its presence regionally. “The GBA is a clear opportunity,” said Grant, pointing to rising wellness demand across this region.
