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Pure Fitness


IMMERSIVE FITNESS™ is a paradigm shifting workout experience. The latest step in mind/body management. Perfectly matched to Hong Kong’s high-speed, high-pressure lifestyle.

LEWIS launched IMMERSIVE FITNESS™ at Pure Fitness’ flagship Lan Kwai Fong facility. 

To communicate the essence of IMMERSIVE FITNESS™ experience, key influencers such as media, bloggers and celebrities were invited to try it first-hand.

The purpose was to reach new influencers. It was also important to reinforce key points of differentiation with media already familiar with the Pure Fitness brand.

 As well as trialling the IMMERSIVE FITNESS™ experience, influencers were given custom-fitted exercise outfits from partners Reebok and Les Mills. They also sampled a range of healthy food from Pure Group’s nood food.
The launch event was well received by the group of influencers and solicited very positive feedback.


  • 15 celebrities attended a pre-trial session of the 270° Immersive Fitness™ experience, The Trip™
  • 63 influencers joined the opening launch event
  • 58 influencers trialled The Trip™ on launch day
  • 16 one-to-one media interviews (including Ming Pao, CNBC, Reuters, Hong Kong Economic Times, CNN)
  • 62 media articles
  • 36 blog posts
  • 32 Facebook and Twitter posts

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