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    Established in 2002 and headquartered in Hong Kong, The PURE Group is the leading premium lifestyle brand in Asia, comprising PURE Yoga, PURE Fitness, KURIOS, nood food, PURE Nutrition, and PURE Online. With locations from Shanghai to New York, The Group currently boasts over 100,000 clients and more than 2,000 employees, all dedicated to helping people achieve their wellness goals.

    Latest
    Press Releases

    29 DEC 2025
    Boost Recovery and Sleep with Infrared - Introducing 660
    23 JUN 2025
    Re:set by PURE – Smart Wellness Redefined
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    Why We’re Here

    We inspire and help people to lead healthier, happier lives.

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    What We Do

    We offer a complete lifestyle experience driven by a passionate customer-focused culture through yoga, fitness, healthy eating and activewear.

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    Milestones

    We went from a single yoga studio in Hong Kong with just 2 teachers in 2002 to becoming an established holistic wellness hub with over 42 world-class facilities globally.

    OUR BRANDS

    PURE Fitness

    PURE Yoga

    PURE Pilates

    Re:set by PURE

    PURE Online

    noodfood

    PURE Nutrition

    PURE Fitness

    Whether you want to tone your body or pump up your cardio, harness the power and grit with PURE Fitness.

    EXPLORE MORE

    PURE Yoga

    From private yoga to specialised classes, enjoy the ultimate yoga experience with PURE Yoga and lead happier, healthier, and more balanced lives.

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    PURE Pilates

    Transform your technique & physique with our dedicated Reformer Pilates classes.

    Re:set by PURE

    Re:set by PURE is a world-first smart wellness space that blends science, technology, and recovery expertise to help you re:vive, re:charge, and Re:set your body and mind to their optimal state.

    Explore More

    PURE Online

    From yoga to fitness, PURE Online provides scheduled and on-demand workout videos to practise anytime and anywhere.

    EXPLORE MORE

    noodfood

    noodfood offers only the good stuff — delicious and nutritious food and drinks including cold-pressed juices, raw foods and organic snacks to keep you happy and healthy.

    EXPLORE MORE

    PURE Nutrition

    PURE Nutrient combines expert nutrition coaching, smart tracking, and real-life flexibility to help you build sustainable habits – not short-lived diets.

    PURE Fitness
    PURE Yoga
    PURE Pilates
    Re:set by PURE
    PURE Online
    noodfood
    PURE Nutrition

    Whether you want to tone your body or pump up your cardio, harness the power and grit with PURE Fitness.

    EXPLORE MORE

    From private yoga to specialised classes, enjoy the ultimate yoga experience with PURE Yoga and lead happier, healthier, and more balanced lives.

    Explore More

    Transform your technique & physique with our dedicated Reformer Pilates classes.

    Re:set by PURE is a world-first smart wellness space that blends science, technology, and recovery expertise to help you re:vive, re:charge, and Re:set your body and mind to their optimal state.

    Explore More

    From yoga to fitness, PURE Online provides scheduled and on-demand workout videos to practise anytime and anywhere.

    EXPLORE MORE

    noodfood offers only the good stuff — delicious and nutritious food and drinks including cold-pressed juices, raw foods and organic snacks to keep you happy and healthy.

    EXPLORE MORE

    PURE Nutrient combines expert nutrition coaching, smart tracking, and real-life flexibility to help you build sustainable habits – not short-lived diets.

    Our Locations

    Hong Kong
    Shang Hai
    Beijing
    Singapore
    Hong Kong
    Shang Hai
    Beijing
    Singapore