Backed by a $2M investment, the new standalone concept introduces diagnostics, structured session flow and integrated modalities
Pure Group has launched Re:set by Pure, a smart recovery studio offering a data-driven recovery model with structured programming and personalized sessions.
Created by fitness veterans Colin Grant, Rey Bolivar and Richard Boyd, Re:set blends clinical-grade hygiene, movement prep, passive therapies and proprietary diagnostics. The concept is being positioned for standalone expansion, integration into the brand’s broader network, and global franchising.
Grant, executive chairman and co-founder of Pure Group, said the concept offers a new approach. “The tech, the design, the way it flows – Re:set is about giving absolutely everybody access to a powerful recovery experience that’s personal and effective.”
The launch reflects 18 months of development led by the three founders, who previously collaborated across various ventures in Asia-Pacific and North America. Bolivar, now managing director at Pure, helped scale the brand’s sales division in its early years. Boyd, a globally respected operator and Pure’s new head of development, has designed evidence-based recovery environments for both military and commercial applications and helped grow the world’s largest education platform for fitness professionals.
“Re:set is a scalable business model,” said Bolivar. “We see strong potential to roll this out in major global cities and to integrate select features into our Pure Yoga and Pure Fitness network.”
At the core of the studio is the Body Meter, a proprietary diagnostic system that tailors each session to the user’s physical and mental condition that day — a deliberate shift away from one-size-fits-all protocols. The experience begins with guided movement and breathwork to prime the body for deeper recovery, followed by structured access to a range of modalities.
Features include:
A Re:vive Zone combining red light therapy, pneumatic compression and zero-gravity recliners
A gender-specific cold shower system engineered for physiological optimization
Centralized plunge pool filtration and cold plasma cleaning for compression devices
Movement and breathwork zones to bridge active and passive recovery methods
“This is more than a brand launch,” said Boyd. “It’s a rethink of what recovery should look like in the industry. Structured, science-backed and built to support longevity and resilience for the modern lifestyle.”
Pure Group has invested $2 million in developing Re:set and sees the concept as both a standalone brand and an internal upgrade to its existing facilities. The first studio opened July 1 on the 11th floor of Lee Theatre Plaza in Causeway Bay, Hong Kong.
