PURE Group
“Can a premium Asia-based fitness/lifestyle group keep scaling cross-border operations while running a recurring-billing membership model on traditional card rails?”
Founded2002
HQHong Kong
IndustryWellness & Fitness / Premium Lifestyle
The story
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.
Last 12 months
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Product timeline
2002
PURE Group founded in Hong Kong as a premium yoga and fitness lifestyle brand.· launch
The stack
FX & payouts
Accounting gap: minor