Hong Kong – PURE Group has appointed Gary Wise as its new chief marketing officer, marking not only a strategic leadership move for the premium wellness brand but also his return to the company.
Having previously served as regional marketing director from 2015 to 2021, Gary played a key role in shaping PURE’s brand presence during a period of strong growth. In his new capacity as CMO, he will now lead marketing and brand strategy across the group’s expansive wellness ecosystem, which includes fitness, yoga, dining, and recovery experiences.
In an exclusive interview with MARKETECH APAC, Gary discusses what drew him back to PURE, his priorities as CMO, and how he plans to navigate the evolving fitness and wellness landscape as the brand enters its next phase of growth.
Leading with perspective and precision
With a career spanning both international and local brands, Gary brings to PURE a global marketing mindset grounded in practical execution.
His portfolio includes leadership roles at Havas Media UK, CARAT UK, and PUMA Group. Gary is also the founder and strategy director of bloodstream, a branding and marketing strategy agency.
“I have varied strategic experience across many international and local brands, which definitely helps me to think big for PURE but also to work closely with the local teams on implementation,” he said. “I think one of the key skills for a CMO is to be able to maintain a big-picture perspective but to know when to go really deep into certain projects.”
For Gary, this balance between strategy and precision is essential to building enduring value. “I think with most brands in today’s performance-marketing-obsessed culture, the key thing is to ensure you’re building brands for the future and not just driving sales for today. The combination and balance of the two is critical.”
When asked what inspired his return to PURE, Gary pointed to his deep trust in the brand’s potential to reach greater heights—and how, for him, coming back feels like a genuine homecoming.
“PURE is a phenomenal brand with a great culture. It has evolved enormously since its birth in 2002 and has big plans for further growth and new ventures,” Gary shared. “It feels like coming home – but the wider context I’ve gained since leaving last time has given me even greater belief in the potential of this business. It’s a true leader in wellness.”
Championing PURE’s unique wellness ecosystem
As consumer attitudes toward health and wellness continue to evolve, Gary sees PURE’s next chapter as an opportunity to amplify the brand’s holistic value proposition.
“In a fitness and wellness landscape that’s seen unprecedented changes over the last few years, we’re focusing on showcasing our unique value proposition to a wider target audience. There’s no doubt that everyone can benefit from PURE’s wellness ecosystem, and we’re driven by getting that across in the most motivating way possible,” he explained.
PURE’s positioning as a premium wellness destination comes at a pivotal time, as the industry becomes increasingly polarised between low-cost fitness chains and experiential wellness brands.
Gary noted that the fitness and wellness landscape is shifting in several key ways—first, through the massive global proliferation of budget 24-hour gyms, where premium players now have an even more distinct role in shaping the deeper experience and broader lifestyle of wellness; and second, through the growth and maturation of the recovery industry, backed by robust scientific data showing that recovery modalities such as contrast therapy, compression, and infrared can substantially improve performance and reduce stress.
Amid these changes, he believes PURE’s role is both timely and essential.
A clear example of this evolution is the launch of Re:set by PURE in June this year—a comprehensive recovery wellness space and the most expansive of its kind in Asia. The concept integrates science, technology, and well-being to deliver a smart, scalable, and highly personalised recovery experience for its members.
Blending innovation with the human touch
As marketing technology and AI continue to redefine consumer engagement, Gary advocates for balance—leveraging data and automation without losing the authenticity that drives connection.
“There is, quite rightly, so much being written and discussed on this hot topic right now,” he said. “I think the key is to use AI, combined with the human touch, to create real progress—better, more seamless customer experiences; more effective low-funnel marketing; more relevant customer communications; all underpinned by the right strategy.”
A new chapter of purposeful growth
Returning to PURE, Gary brings both familiarity and renewed perspective to a brand he deeply believes in.
“I’m delighted to be helping this incredible brand through the next phase of its growth. PURE has established itself as the key premium player in the fitness and wellness space, which we’ll be taking even further as we evolve our strategies and launch into new categories. Very exciting times ahead! ”
With Gary at the helm of marketing, PURE Group looks poised to expand its footprint across Asia and beyond—continuing its mission to inspire healthier, more balanced lifestyles through innovation, authenticity, and community.
