HK gym chain PURE group unveils new reformer pilates brand

With the growing trend and demand for reformer pilates in recent years, Hong Kong gym chain PURE Group has launched a new brand for body toning, core strengthening and posture enhancement.

Also known as "pureform Reformer Pilates", the brand offers seven types of classes including Flow, Burn, Core, Classical, Garuda, Jump Abroad and Stretch. While it targets all HongKongers regardless of gender or age, the primary audience includes individuals who are interested in body toning, core strengthening, posture enhancement and flexibility improvement.

Exclusively available at six PURE Yoga studios and two PURE Fitness locations in Hong Kong,  pureform Reformer Pilates offers classes in both group class and private class formats, providing a comprehensive programme that focuses on core exercises, precise movement and breath control. 

A spokesperson from PURE Group told MARKETING-INTERACTIVE that the brand aims to introduce pureform Reformer Pilates as a fresh and innovative brand within PURE Group. “Our goal is to redefine customers' form and discover their bodies’ true potential through this transformative reformer pilates experience,” the spokesperson added.

To represent the harmonious integration of its two major wellness services, PURE Yoga (represented by the mindfulness blue brand colour) and PURE Fitness (represented by the determination red brand colour), PURE Group has chosen the colour purple to represent self-awareness and reflect the blending of these two aspects within the PURE brand.

“Self-awareness involves being in tune with one's own body, mind, and emotions. It is about understanding one's strengths and limitations, recognising the impact of actions and choices, and being mindful of the present moment,” the spokesperson said.

To promote the new brand to the public, PURE Group has collaborated with PR agency GOLIN Hong Kong to launch different promotional events and offers. Most recently, it set up a booth at this year's Fitness + Wellness Expo that was held on 25 and 26 November where it offered over 12 sessions of a free 30-minute reformer pilates class to allow participants to experience the programme firsthand. This aimed to offer participants with a taste of what its programme entails and further promoted its brand and offerings.

“In the near future, we will actively engage the local community through participation in health and wellness events, sponsorships, and collaborations with local businesses,” the spokesperson said.

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Founded in 2002 and headquartered in Hong Kong, PURE Group is a premium lifestyle brand that includes PURE Yoga, PURE Fitness, pureform, PURE Nutrition, nood food, KURIOS by PURE Apparel, PURE Online and FUZE. PURE Group has locations in Hong Kong, Shanghai, Beijing, Singapore and New York.

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