PURE Group pumps US$7m to enhance customer experience

Gym chain PURE Group has collaborated with London-based marketing agency bloodstream to launch a brand campaign, encouraging the public to embrace health and wellness in the spirit of "Exploration”. 

Also known as “Turn life on”, the campaign is part of PURE Group’s US$7 million investment programme dedicated to a comprehensive refurbishment initiative. It aims to enhance customer experience through major facility and equipment upgrades, meeting the growing and ever-evolving demand for greater health and wellness in the city.

Available in Hong Kong, Shanghai, Beijing and Singapore, the 12-month regional brand initiative aims to reinforce the PURE premium experience, sparking public interest and participation in health and wellness in the spirit of “Exploration”. The campaign is designed to reaffirm PURE’s collection of diversified offerings – from meditation to HIIT, dance, nood food, nutrition and a whole spectrum of yoga and fitness, all within “Big Box” spaces, designed as playgrounds for exploration.

Gary Wise, strategy director, bloodstream told MARKETING-INTERACTIVE that the campaign targets young professionals and those seeking a premium fitness and wellness experience, including newly relocated mainland Chinese in Hong Kong.

"This is PURE's first major ad campaign in five years, the biggest push since COVID, and the first heavy commitment to out-of-home (OOH) digital video. It's also the first campaign with bloodstream as PURE's new brand strategy and advertising agency. The campaign showcases the meaning of the brand's 'Turn Life On' tagline through energised imagery and quotes from PURE's yoga teachers and fitness instructors," Wise added. 

The brand campaign activations include bus shelter advertising, tram wraps, mega-screen video activations at high traffic locales including Time Square and Causeway Bay, along with above and below-the-line advertising. A website and social media channel refresh are also underway along with a physical enhancement of PURE reception facilities across PURE facilities at all PURE clubs across the region.

Furthermore, PURE Group will launch a website and social media channel makeover, as well as a physical upgrading of facilities at all PURE clubs in the region, with the first phase to include PURE Fitness at ifc, Kinwick, Langham Place and PCCW Tower, and PURE Yoga studios at Pacific Place and Starstreet Precinct.

The upgrades encompass refurbished flooring, walls, ceilings, lighting, and changing rooms as well as enhanced amenities and equipment, together with a restructured layout to enrich the training experience. All locations are included in the phased plan for enhancement.

Along with the refurbishment project, PURE's diverse community events will be revived to bring people together through the power of an active, health-focused lifestyle. PURE's collaboration with On, for example, provides interval running training sessions as well as an eight-week structured programme to help runners prepare for the season and improve their performance.

PURE Fitness PCCW Tower, One Taikoo Place, and PURE Yoga Lincoln House offer hiking adventures, fitness classes, and yoga sessions as part of another collaboration with Taikoo Place that focusses on the Quarry Bay neighbourhood. Through these initiatives, PURE continues to play an important role in promoting wellness for all while strengthening its vibrant, inclusive community.

Colin Grant, executive chairman and co-founder of PURE, said: “PURE has been a cornerstone of the health and wellness industry for almost 25 years. 2025 sees PURE emerge stronger than ever as we further invest in state-of-the-art equipment and services across all our health and wellness offerings that include PURE Yoga, PURE Fitness, PURE Pilates, PURE Nutrition, nood food, PURE Online and FUZE.”

“We aim to showcase the meaning and feeling of ‘Turn life ON’ through simple emotive imagery and video. 'Turn Life ON' represents PURE’s philosophy of empowering individuals to live their most vibrant and fulfilling lives - switching on their full potential, physically and mentally, through the best possible yoga, fitness and wellness experiences," Wise said.

“We want to convey the message that continued exploration of different types of wellness, such as yoga, fitness, recovery, nutrition is an invigorating adventure that drives wellness progress to become the best, happiest and most healthy version of yourself," he added. 

Don’t miss: PURE Group concludes branding pitch for Asia

Back in November last year, PURE Group appointed London-based bloodstream as its brand marketing, strategy and advertising agency across all its Asian markets including Hong Kong, Singapore and Mainland China. 

The appointment lasts for a minimum of 12 months initially, and the agency is tasked at refining PURE’s vision, mission and personality, creating a bold 2025 campaign, and elevating the brand’s app and websites to new heights.

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