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    PRESS RELEASE
    29 DEC 2025

    Boost recovery, enhance skin health and improve sleep Unlock optimal wellness with the power of red light and infrared heat exercise at PURE K11 MUSEA

    [DEC 29 2025] To celebrate PURE K11 MUSEA’s 5th anniversary, PURE Group is introducing 660 — a Hong Kong-first exercise and movement experience of classes conducted in red light and infrared heat that harnesses their biologically transformative power to optimise your well-being.
    PURE’s enhancement of PURE K11 MUSEA perfectly aligns with the longstanding status of Tsim Sha Tsui as an unrivalled locale for exceptional shopping, dining, sightseeing and leisure. Early January will see the addition of yoga, Reformer Pilates and the new 660 offering to PURE K11 MUSEA’s existing facilities, transforming it into Hong Kong’s premier wellness destination and bringing everything you love under one roof.

    What’s Debuting at PURE K11 MUSEA?

    The launch includes:

    • The first-in-Hong Kong innovative 660 that incorporates science-driven red-light therapy, FIR and NIR into a yoga, mat Pilates and fitness workout
    • Two state-of-the-art yoga studios featuring aerial and wall rope yoga
    • Two private yoga studios for personalised practice, one of which has red light and infrared heat for an unparalleled bespoke experience
    • A brand-new PURE Pilates Reformer studio
    • More exciting collaborations in Q1 2026

     

    660 is a comprehensive workout programme with classes that fuse functional fitness, yoga, mobility, Pilates and strength training, all conducted in red light, FIR and NIR.

    Key Benefits:

    • Red Light: Enhances skin health and increases collagen to reduce wrinkles
    • Near Infrared (NIR): Improves sleep, supports muscle recovery and stimulates cellular ATP production
    • Far Infrared Light (FIR): Penetrates and warms the body directly, reduces inflammation, aids muscle relaxation, and relieves chronic pain

     

    The 660 programme features five distinct classes— IsoStrength, IsoTone, GLOW, MOOV and BLISS—tailored to meet the wellness, fitness, beauty and lifestyle needs of urbanites.

    660 Class Red Light (NIR) (FIR) Focus Launch
    IsoStregth ✔ ✔ ✔ Core strengthening with weights 5 Jan 2026
    IsoTone Toning & strengthening with resistance Coming soon
    GLOW Full-body balanced workout Coming soon
    MOOV Joint mobility & stability through functional movement conditioning 5 Jan 2026
    BLISS Flow & stretch for body & mind harmony 5 Jan 2026

    Join us on this transformative journey of 660 — where heat, power and biological evolution converge. Non-PURE cardholders can also experience the 660 programme for the first time at HK$450.

    About the PURE Group

    Founded in 2002 and headquartered in Hong Kong, The PURE Group is Asia’s leading premium lifestyle brand that includes PURE Yoga, PURE Fitness, PURE Pilates, PURE Nutrition, nood food, PURE Online , FUZE, and Re:set by PURE. PURE Group has locations in Hong Kong, Shanghai, Beijing and Singapore.

     

    PURE Yoga has a wide variety of yoga and meditation classes and private yoga programmes, including workshops with renowned teachers from all over the world.

     

    PURE Fitness offers the industry’s best from around the globe, encompassing strength and cardio training in addition to dynamic group classes led by passionate world-class instructors.

     

    PURE Pilates offers group reformer Pilates training to tone the physique, improve postural alignment and enhance flexibility.

     

    PURE Nutrition’s tailored programmes, nood food’s healthy-licious fuel, and FUZE’s innovative small group training add to the PURE Group’s integrated community – dedicated to helping people lead a happier, balanced 360˚ lifestyle.

     

    Re:set by PURE takes a fresh and intelligent approach to wellness with a world-first wellness space. Science-backed modalities are tailored to each individual, providing a personalised plan led by Re:set Coaches to address targeted needs. For anyone who is burnt-out, drained or stressed – because everyone needs a mental, physical and emotional Re:set to feel their best again.