PURE Singapore celebrates 20 years by inviting members to switch things up

PURE Singapore is celebrating its 20th anniversary with a refreshed brand push, expanded facilities, and new funding to support its next phase of growth.

As part of the milestone, the fitness and wellness brand launched "Switch things up", a new brand film created with Havas Play. The spot highlights fitness as a personal journey that evolves with each individual’s goals and lifestyle. It features Singapore-based instructors and facilities, and will run across digital platforms, social media, and in-club screens.

The 50-second spot opens with a woman saying she is “not flexible enough”, before cutting to her holding a yoga pose in a group class, followed by an instructor guiding her in a one-on-one session. It then shifts to a man who claims “pilates is just stretching”, before showing him executing controlled movements on a pilates machine with a trainer.

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Next, a woman in a spin class remarks “this is too serious,”, only for the camera to pan out and reveal her grooving with the rest of the class. The ad then cuts to a man who insists “I’m already at my best”, before showing him pushing through a high-intensity workout. The spot closes with all four characters on screen, as the tagline “Switch things up” fills the frame.

The film is part of the PURE Group’s "Turn life on" campaign, which was relaunched earlier this year.

Alongside the film, PURE Singapore unveiled plans to enhance its studios following fresh funding from a strategic investment partner. Upgrades will include new gym equipment, expanded wellness services, and recovery facilities, as well as refurbished changing rooms and refreshed communal spaces.

The most significant changes will be rolled out at PURE Yoga Ngee Ann City and PURE Fitness Asia Square, with elevated experiences introduced in phases from Q1 2026.

Since opening its first Singapore location in 2005, PURE has expanded to become a well-known name in holistic wellness, according to the brand. Its latest investments reflect the brand’s push to adapt to an industry shifting towards flexibility, personalisation, and whole-person health. PURE said its decision to invest underscores confidence in Singapore’s potential as a fitness and wellness hub.

“PURE has always been about more than just fitness and yoga. For me, it’s about creating a space where people can switch things up, recover, and discover what’s possible. That’s the future we’re building here in Singapore — one that puts personal wellness at the centre. And with Havas Play, we’ve been able to bring this vision to life in a film that truly captures our next chapter," said Ron Hanerfeld, managing director, PURE Singapore. 

Regionally, PURE Group has also teamed up with London-based marketing agency bloodstream to launch a 12-month brand initiative under its "Turn life on" platform. Backed by a US$7 million refurbishment programme, the campaign is available across Hong Kong, Shanghai, Beijing, and Singapore, and aims to reinforce the PURE premium experience. It will spotlight PURE’s diversified offerings, from yoga and HIIT to nutrition and meditation, designed as “big box” playgrounds for exploration.

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