CASE STUDY:

Pure Fitness

Pure Fitness is one of Asia’s largest exercise and yoga companies. The Pure Group includes fitness, yoga, dining, and retail. It aims to help people achieve a balanced perspective, and lead healthier, happier lives.

THE CHALLENGE

Pure Fitness was successful at its flagship Hong Kong location and asked us to define the ingredients of success so it could be replicated elsewhere in the region. They needed us to build a stronger, more profitable Pure International brand and provide the strategic blueprint for global expansion discussions with investors.

THE SOLUTION

• Comprehensive Brand Centred Management approach over a two-year period centred around a Brand DNA of ‘balanced perspective’

• Focus on core brand drivers of yoga and fitness

• Design an organization development program to instill a culture and performance management system in a young, growing organization

THE RESULTS

• Pure became then Asia’s leading and premier health and fitness company

• Revenue grew by 200%; headcount from 150 to 450

• Became then the largest yoga company in the world, operating the two largest yoga studios in the world

• Launched in four new Asian markets in year two