PURE Group empowers HKers to ‘turn life on’ with new campaign

Hong Kong gym chain PURE Group has unveiled a new campaign to empower Hongkongers on their journey towards physical, mental, and social wellbeing.

Also known as “Turn life on”, the two-month campaign aims to shed light on Hongkongers by inspiring them to turn life on despite their everyday struggles despite the fast-paced and demanding lifestyle in the city. 

A PURE spokesperson told MARKETING-INTERACTIVE that the campaign targets a multifaceted audience, encompassing urban wellness enthusiasts seeking a holistic approach, individuals motivated by personal transformation and goal-setting, as well as those open to trying new experiences to improve their health.

To amplify the campaign message, PURE Group has invited four influential local personalities, including Annie Lee (pictured second right), co-owner and brand manager of Handsome Factory Barbershop, who is passionate and energetic about dancing and group fitness, dance with the brain tumor; Oliver Xu (pictured left), a basketball player of the Hong Kong China Men’s National Team; Christophe Younes (pictured second left), co-founder and brand manager of French pastry shop Paul Lafayet; and Sarah Vee (pictured right), founder of Women of Hong Kong, 

The four videos aim to showcase how they have integrated wellbeing into their action-packed lives and inspire the target audiences of the campaign to adopt a happier, healthier, and more balanced lifestyle. The videos are available on PURE’s social media channels and website.

Meanwhile, PURE has invited Hongkongers to participate in the campaign by sharing how they “turn their life on” on PURE's campaign website for a chance to win a prize of a one-month all-club access pass. Participants can choose to share stories either about “How can a personal trainer turn your life ON?” or “How does starting a yoga journey turn your life ON?”. The results of the two entries will be released on 14 June and 3 July respectively.

The campaign is done in collaboration with GOLIN Hong Kong, the group’s PR agency since 2019.

Additionally, PURE has offered a range of discounted classes for its members, such as group fitness, summer body training, personal training, and yoga.

“At PURE, we believe that everyone has the potential to turn their life ON, to live a more healthful, energetic, inspiring, comprehensive, and passionate life. Our 'Turn Life On' campaign is all about empowering individuals to unlock their inner potential and embrace a 360° wellness journey,” said PURE’s spokesperson. 

“We're thrilled to share inspiring stories from PURE members who embody this spirit, and we're excited to offer our members exclusive opportunities to experience the transformative power of PURE. We invite everyone to join us in turning life ON and discovering the incredible benefits of a healthy and balanced lifestyle," the spokesperson added.

Don’t miss: HK gym chain PURE group unveils new reformer pilates brand

Back in December last year, PURE Group introduced a new brand focused on body toning, core strengthening, and posture enhancement, responding to the growing trend and demand for reformer pilates in recent years.

Also known as "pureform Reformer Pilates", the brand offers seven types of classes including Flow, Burn, Core, Classical, Garuda, Jump Abroad and Stretch.

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