INTERVIEW
Healthy nutrition complements the whole Pure lifestyle concept
We’ll go from about 150 SKUs this summer to close to 300 SKUs by spring/ summer 2016. We’re in the process of launching our e-commerce site with global deliveries, and next year we’d like to launch standalone retail stores.” He continues: “When we started
the clothing line and nood food two years ago, I thought it was a good move commercially, but I hadn’t appreciated quite the impact it would have. They’re very complementary and it’s really brought everything together. Pure has essentially evolved into a lifestyle brand. If you want to work out and live a healthy life, you don’t need to go far. We make it very convenient for people. “What we’re looking at doing over
the next 12–18 months is building a very strong loyalty programme, so that every dollar you spend in any part of the business gives you points to redeem against juices or clothes or PT or workshops, as well as at other businesses outside of Pure.”
Steady and strong So are there any other brand extensions Grant would like to explore?
“I don’t think so. I’d be surprised if we have more businesses in five years’ time – I think we have enough with the four we have: yoga, fitness, apparel and food. They’re all equally important – it’s like having four children… you love them all – and together they provide a great basis for growth. If we wanted to go into a new market, for example, we could create a springboard by introducing the clothing line and the yoga channel before we even built a studio. “But that said, I’m not planning to go into any new markets. We now operate
steadily and I want other people to say we offer a great experience – because that’s for them to say, not us.”
As people in the health industry, if we genuinely want people to live healthier, happier lives, we have to help feed them
Trends and oppor tunities But even if he doesn’t want to be the biggest, it’s clear that Grant sees plenty of opportunity for Pure, and the fitness sector as a whole, to grow. “At a population level, in Hong Kong – and Singapore is also following suit – there’s a larger group of the community that’s looking to get and stay healthy. That’s great news for us, with more people interested in our offering. We’re at a lower penetration rate than the US and Europe, so the market is going to grow. “Nutrition will be a big part of that,
in Hong Kong, Singapore, Taipei and Shanghai – with over 50,000 members and 1,300 employees – in addition to which there are two Pure Yoga studios in New York City, which we allow Equinox to operate independently. Thirteen of our 20 Asian locations are in Hong Kong, and I want to focus on getting Singapore, Taipei and Shanghai to mirror Hong Kong. “We have four sites in Singapore now
and I think we can take that to 12 or 13, and Taipei can also grow to about a dozen sites. In Shanghai it’s early days so we’ll see, but we’ll probably open another yoga studio later this year. “In Hong Kong I think we can get to
30 clubs. We opened an incredible Pure Fitness last month – 30,000sq ft over six fl oors, with nood food and the world’s fi rst 270-degree immersive studio – with two more gyms to come in September and October, plus a Pure Yoga in June. “But I really don’t want to be the biggest. I just want to grow slowly and
36 Read Health Club Management online at
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because all the processed foods and food scares and the chemicals and hormones that are in everything out there… I think they’re going to contribute to increasing cancer rates and all sorts. As people in the health industry, if we genuinely want people to live healthier, happier lives, we have to help feed them. “Then there’s technology: wearables,
RFID, NFC, plus things we’re already trying out like immersive fi tness and our online media channel. If it’s what the customers wants, we have to look at how we can make it part of the Pure experience. It’s not a risk. I’d always see it as a positive – an opportunity to improve and enhance the experience. If it doesn’t work, that’s OK, but I don’t believe in playing it safe. “For me it’s all blue sky. I’m excited.
People in our industry need to look at these as opportunities to offer something better to attract new customers. If we do that, we’re going to be very successful.” ●
May 2015 © Cybertrek 2015
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