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Pure Group Celebrates 15 Years Pioneering Asia’s Health and Wellness Movement

February 25, 2017 Health and Wellness No Comments Email Email

As Pure Group enters its 15th year, the leading lifestyle brand celebrates its journey and success in the health and fitness industry in Asia. Co-founded in 2002 by CEO Colin Grant, Pure Group has grown from one yoga studio with two teachers in Hong Kong to 27 locations with over 1,600 staff and approximately 400 classes a day across five cities. Through the brands Pure Yoga, Pure Fitness, Pure Apparel and nood food, Pure Group now brings yoga, fitness, active wear and healthy eating to Hong Kong, Shanghai, Singapore, Taipei and New York.

Asia’s fitness industry has seen rapid development in the past decade with consumers’ rising health consciousness driving demand for wellness services and products. A multimillion-dollar industry, the sector is expecting continued growth.

                    Pure Group was one of the first in Asia to tap into holistic wellness as part of a lifestyle, championing an approach to healthy living that considers the body, mind and balanced nutrition. From the Group’s conception, Colin Grant describes his vision as, “creating an integrated community dedicated to providing the tools that will cultivate a balanced and healthy 360˚ lifestyle.

“The idea of holistic wellness is taking hold across Asia with more and more people experiencing the benefits of a healthier life – physically and mentally. Holistic health is no longer seen as a niche obsession but a natural way to enhance all aspects of life from relationships to careers, and to achieve better fitness and greater happiness,” says Colin.

Almen Wong, one of Hong Kong’s first Bikram-trained teachers and Co-founder of Pure Yoga, reflects on how the yoga and fitness industry has evolved over the last 15 years. “We opened our first studio in January 2002 when yoga was relatively unknown in Hong Kong. Many saw it as a huge risk. What we were providing was completely unique at the time. We had international teachers, varying styles of yoga- including the city’s first hot classes, a wide range of flexible class times and a community environment with social lounges. Not only was it the first of its kind in Hong Kong, it was also the first of its kind globally and ahead of other international markets like London and New York. Hong Kongers really fell in love with yoga and took to our unpretentious, inclusive approach; it wasn’t long before we had to open new locations to meet the growing demand.”

Pure Yoga Langham Place in Mong Kok is currently one of the world’s largest yoga studios at 35,000 square-feet, as well as being one of the busiest with 1,400 check-ins per day.

Pure Yoga’s Founding Teacher Patrick Creelman, whom Colin experienced his first yoga class with whilst on holiday in Canada, has been a long-time advocate of developing and strengthening the body and mind through yoga. As social pressures and digital noise mount with the ever-increasing infiltration of technology and social media, Patrick sees more people turning to yoga as a path for mindful and balanced living. “In a city notorious for its hectic and non-stop pace, finding space for calm and decompression can be hard. Hong Kongers have truly embraced yoga as a method to heal their bodies and clear their minds. We’re seeing more and more people come to our locations as a place to restore and refuel,” says Patrick.

Despite the recent closing down of large fitness chain operators, Pure Group’s business model and plans for growth remain solid. This year, the company will realise further expansion in Asia with multiple new locations. “Pure Group’s recipe for success has come from, its unwavering principles, honest approach, and not being afraid to do things differently. Since day one, our objective was to build a long-term sustainable business by focusing on what our clients want and building a team and brand that embody the pillars of honesty, teamwork, passion and a positive attitude. It’s incredible to be part of something that has brought together like-minded people who want to lead a healthier and better life, and we’re passionate about fostering that community growth in Asia”, says Colin.

With the potential in Hong Kong still growing, Pure Group sees the health and fitness industry moving towards increased personalisation with flexible offerings that cater to busy schedules. Widely recognised as an innovator in the industry, Pure Fitness was the first in the world to offer a 270˚ Immersive Fitness studio, which combines gaming and virtual technology with fitness, and was the first in Asia to open a RealRyder® Indoor Cycling Studio.

Pure Yoga has further diversified their offerings with the yoga video platform MyPureYoga.com, an online yoga resource with classes and tutorials in Chinese and English, as well as Group Private Yoga classes for focused teaching tailored to student needs.

In 2017, Pure Yoga will be expanding its meditation programme offering. Interest in meditation has seen a global rise as more people recognise the benefits of overall well-being beyond the physical. A broader range of meditation offerings will be launching soon across all Pure Yoga Hong Kong locations, catering for all levels with a variety of class lengths and special workshops. This year will also see Pure Group launching their new integrated app that will incorporate fitness and yoga class bookings as well as expert health and nutrition guidance.

In Mainland China’s booming wellness market, Pure Group will increase its current presence of two studios in Shanghai with Beijing’s first Pure Yoga studio, set to open in 2018. Along with plans for further growth in Asia, Pure Group remains focused on its home territory where opportunity is still rife. Currently, only about 4% of Hong Kongers have a gym membership in Hong Kong compared with approximately 20% in the US. Colin is passionate about leading this progress and spurring Asia’s health and wellness movement further. “With an ever-growing number of people looking to lead healthier, happier lives we are seeing interest in fitness and yoga increase, and we aim to be there to help them.”

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