PURE Singapore marks 20th anniversary with ‘Switch Things Up’ campaign

Singapore — Fitness and wellness provider PURE Singapore is marking its 20th anniversary with a brand-new “Switch Things Up” campaign, created in collaboration with Havas Play, and launched as part of PURE’s ongoing ‘Turn Life On’ campaign. 

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It features Singapore-based instructors and facilities, and is set to roll out across digital channels, social media, and in-club screens. According to the company, the film aims to reflect the evolving nature of personal fitness journeys and the brand’s broader focus on wellness.

“PURE has always been about more than just fitness and yoga,” said Ron Hanerfeld, managing director of PURE Singapore. 

“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.

The company also announced that it has secured new funding from a strategic investment partner. This funding will support a range of upgrades across all PURE Singapore clubs. Planned enhancements include new gym equipment, expanded wellness services, and upgraded recovery facilities. Communal areas such as changing rooms will also be refurbished.

Still part of its anniversary celebration, major renovations are expected to take place at PURE Yoga Ngee Ann City and PURE Fitness Asia Square, with improvements to be introduced in phases starting from the first quarter of 2026.

Since opening its first location in 2005, PURE Singapore has expanded its offerings in response to growing interest in personalised and holistic approaches to health. The latest initiatives are designed to align with shifting consumer expectations in a competitive and rapidly evolving fitness market.

According to the company, the investments reinforce its commitment to Singapore’s position as a key market for wellness in the region.