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Hong Kong’s Pure Fitness reveals connected, entertainment-led future of fitness

Hong Kong’s Pure Fitness reveals connected, entertainment-led future of fitness
April 18, 2015

Hong Kong’s Pure Group has unveiled its vision of a connected, game-led future of fitness, with technology and experience at the core of its new six-floor studio in the heart of its newly refurbished fitness club at California Tower in the Lan Kwai Fong area in Central Hong Kong.

The new Pure Fitness studio is the first in the world to offer an immersive fitness experience, which has been driven by a partnership with leading group fitness provider Les Mills.

The move, according to Pure Group Chief Executive Colin Grant, taps into this growing idea of a “gamification of fitness”, that aims to make exercise more fun attract a new wave of millennials and fitness enthusiasts.

Grant told Singapore based magazine Marketing “we don’t build gyms we build nightclubs. It’s a social experience.

“We’ve brought together entertainment, technology and fitness and they have merged and basically it’s the gamification of exercise. If it’s fun and if it’s engaging, you will workout more often and harder.”

The Les Mills IMMERSIVE FITNESS™ experience features cinema-quality video on a full 270 degree floor-to-ceiling screen, combining technology with exercise.

Les Mills Enterprises Chief Executive Vaughan Schwass said merging technology and an interactive experience was driving the future of fitness.

Schwass explains “the fitness industry was in need of a shake-up.

“Attracting young people to clubs is hard, this is not fitness as an outcome, it’s an experience.”

Schwass highlighted that the Nielsen: Les Mills Global Consumer Fitness Survey (released last year) had helped drive the Les Mills business to include new technology.

He added “we were looking at what the next 10 years of fitness will look like and what we realised is that the younger generation were not interested in gyms as they were, they saw them as big boring boxes.

“That led us down a path of how do we create more experiential fitness and overwhelmingly right now, young people like it.”

For the Pure Group, the studio also combines its growing reach into health lifestyles, combining food with its apparel business and fitness facilities.

Grant concluded “we’ve evolved into a complimentary lifestyle brand and anyone who is looking to get healthy, or stay healthy, hopefully we can provide all the components.”

The Pure Group is Asia’s leading fitness group with brands including Pure Yoga, Pure Fitness, Pure Apparel, RED Bar + Restaurant and nood food.

The Group currently has over 50,000 clients and more than 1,300 employees and operates in prime locations in Hong Kong; Shanghai, China; Singapore and Taipei as well as in New York, USA.

8th February 2015 - LES MILLS JOINS WITH REEBOK TO STAGE GLOBAL FITNESS SUPER WORKSHOP TOUR

26th November 2014 - GROWING APPEAL OF LES MILLS GRIT FOR TIME-POOR EXERCISERS AND MICRO-GYM MARKET

23rd August 2014 - TRADITIONAL FITNESS OPERATORS MISSING OUT ON MILLENNIAL MARKET

24th June 2012 - PURE FITNESS OPENS BIGGEST EVER CLUB AT SINGAPORE’S ASIA SQUARE


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