Hong Kong’s PURE Group has unveiled Re:set by PURE, a new science-backed recovery concept designed to change how the fitness and wellness industry thinks about rest, resilience and performance.
The facility opened on July 1st at Lee Theatre Plaza in Causeway Bay and is billed as the world’s first Smart Recovery Studio. The project has been developed by three industry veterans — Colin Grant (PURE Co-founder and Executive Chairman), Rey Bolivar (PURE Managing Director), and Richard Boyd (PURE Head of Development and industry consultant). The team spent 18 months building a model and concept that combines technology, personalization and hospitality into one seamless member journey.
A New Approach to Recovery
Recovery has long been seen as an underserved part of the wellness landscape. Re:set aims to change that by moving beyond the usual mix of saunas and ice baths.
At its core is the Body Meter, a proprietary diagnostic tool that tailors each recovery plan to a guest’s mental and physical state on the day. This ensures every session is purposeful rather than one-size-fits-all.
The studio design follows a structured flow: movement and breathwork zones to prime the body, followed by treatments including cryotherapy, infrared saunas, red light therapy, compression, and a thermal mineral plunge pool. Technical world-firsts include a progressive cold shower engineered for gender-specific physiology and clinical-grade hygiene systems such as cold plasma antibacterial boot cleaning and centralized pool filtration.
Built For Scale
While Re:set launches as a standalone site, it is also being positioned as a global franchise opportunity. According to PURE Group, strong interest has already been received from potential partners in international markets. Key elements of the format will also be integrated into PURE Fitness and PURE Yoga clubs. PURE Group currently has locations in Hong Kong, Shanghai, Beijing and Singapore — with more clubs planned.
“This is one of the most innovative spaces PURE has ever created,” said Colin Grant. “The tech, the design, the way it flows — Re:set is about giving everybody access to recovery experiences that are personal and effective.”
Richard Boyd added: “This isn’t just another brand launch. It’s a rethink of what recovery should look like: structured, science-backed, and built to support longevity and resilience.”
A New Era for The Industry?
PURE Group has a track record of raising the bar in Asia’s premium wellness scene, with concepts that include fitness, yoga, Pilates, nutrition and food. Re:set is the company’s boldest move yet into recovery — an area that is increasingly being recognized by both consumers and investors as a big growth opportunity in fitness and wellness.
With franchising on the agenda and additional sites already in development, Re:set could signal the start of a new category in premium health clubs: science-led recovery as a core pillar, rather than a supporting feature.
👉🏼 For more updates on the world’s most innovative fitness and wellness concepts, follow The Fit Guide on LinkedIn and Instagram.
