“Can a premium Asia-based fitness/lifestyle group keep scaling cross-border operations while running a recurring-billing membership model on traditional card rails?”
PURE Group is Asia's leading premium lifestyle brand, founded 2002 in Hong Kong. It operates a portfolio of consumer wellness brands — PURE Yoga, PURE Fitness, PURE Pilates, PURE Nutrition, nood food, PURE Online and FUZE — across Hong Kong, Shanghai, Beijing and Singapore with 100,000+ clients and 2,000+ employees. Embedded finance is incidental to the core business: card-on-file autopay for memberships, and Airwallex multi-currency corporate cards for cross-border operating expenses.
PURE Group uses Airwallex for FX and cross-border payouts.
The Embedded Finance Index 2026 maps 3 layers in PURE Group's stack: Unified APIs (Airwallex); FX & payouts (Airwallex); Spend / AP (Airwallex).
PURE Group is founded in 2002 and headquartered in Hong Kong.
Get a read on where your own stack stands against PURE Group and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.