Interesting Green: Pure eyes the lifestyle market

MY PAPER, WEDNESDAY SEPTEMBER 1, 2010, PAGE A16, LIFESTYLE
From http://myepaper.mypaper.sg/ebook/web_php/fvbrowserjs.php?urljs=http://myepaper.mypaper.sg/ecreator/sphopf/mya010910cnd_opf_files/mya010910cnd.js&ver=Gen
Website: http://news.asiaone.com/News/AsiaOne%2BNews/Singapore/Story/A1Story20100901-234947.html
By ESTHER AU YONG, myp@sph.com.sg, (IN HONG KONG), Wed, Sep 01, 2010

PHOTO: CELEB CONNECTION: Hong Kong model Marsha Yuan, a pole-dancing instructor at Pure in Hong Kong, may pay Singapore a visit to teach classes at Knightsbridge.
(PHOTOS: PURE FITNESS)
MY PAPER, WEDNESDAY SEPTEMBER 1, 2010, PAGE A16, LIFESTYLE

THERE'S still plenty of room to grow in the fitness-lifestyle industry in Singapore, if the latest move by regional fitness and lifestyle group Pure is any indication.

Its first Singapore gym at Knightsbridge in Orchard Road - the four-storey, 7,710 sq m luxury retail space opposite Paragon - was launched just last week.

PHOTO: LOUNGE AROUND: The fitness centre’s lounge has computer stations and Wi-Fi access. The brand hopes to open another gym and a restaurant next year, said CEO Colin Grant.
MY PAPER, WEDNESDAY SEPTEMBER 1, 2010, PAGE A16, LIFESTYLE

Created at a US$5 million (S$6.7 million) price tag, the 1,393 sq m gym offers state-of-the-art machines and exercise studios, as well as over 80 types of fitness classes and unique programmes.

Pure made its presence felt in Singapore with its first yoga studio in Ngee Ann City in 2005, and it opened another at Raffles Place two years later.

PHOTO: Pure CEO: Colin Grant
MY PAPER, WEDNESDAY SEPTEMBER 1, 2010, PAGE A16, LIFESTYLE

Explaining why now is the right time to open a gym in Singapore, Pure chief executive Colin Grant told my paper: "There's certainly a market in Singapore - the people seem to be more active. They work hard and play hard."

He added: "Our brand is established in Singapore... We've been looking for a site for just over a year."

Pure started in Hong Kong with a yoga studio with just two teachers in 2002. Today, Mr Grant heads 15 facilities worldwide in Hong Kong, Singapore, New York and Taipei. And it's not just yoga studios and gym brands under the Pure banner - it also owns the RED Bar and Restaurant in central Hong Kong.

Mr Grant said Pure's focus will be on the Asian market in the next few years.

He said: "Our food-and-beverage sector (in Hong Kong) now contributes about 12 per cent of the total revenue... We hope, by next year, to have our first restaurant in Singapore." This means that, by the middle of next year, Pure will be able to lay claim to two gyms, two yoga studios and one restaurant here.

For now, the focus is on its new Knightsbridge fitness centre, which Mr Grant, a former professional tennis player, points out will host a slew of celebrity trainers.

Those like Hong Kong model-actress Marsha Yuan, who teaches pole dancing, may even teach classes here in the future.

The Business Times reported that Pure Fitness is also capitalising on technology, such as embedding member cards into mobile phones, and providing mobile apps that members can use to book classes.

Besides these features, the gym will offer standard facilities and amenities available in Pure Fitness in Hong Kong, like free Wi-Fi access and refreshments.

Oh, and if you have forgotten your workout gear, fret not - the gym will provide workout clothes, from T-shirts to socks.

By ESTHER AU YONG, myp@sph.com.sg, (IN HONG KONG), Wed, Sep 01, 2010

HELPDESK
我的字典: Wǒ de zì diǎn

Gym: 健身室 - jiàn shēn shì
State-of-the-art: 当前的 - dāng qián de
Celebrity trainers: 明星教练 - míng xīng jiào liàn
Pole dancing: 钢管舞 - gāng guǎn wǔ