Pure Fitness channels the ‘raw emotion’ of exercise in video series

Hong Kong gym chain Pure Fitness has attempted to capture the pain and euphoria of gruelling exercise with a new campaign.

Entitled ‘Getting In the Zone’, the campaign focuses on the body and brains’ physical reactions to intense exercise and how these lead to a heightened determination and a euphoric high.

Described as an exploration of “the raw and real emotion of being totally immersed in exercise”, the campaign has been launched in Hong Kong and is expected to be released in Singapore, where the Pure brand has a number of studios.

Following a period of research with the University of Hong Kong and fitness writer Karen Lo, Pure Fitness created four online videos featuring their instructors discussing how they hit their exercise peak as they perform a highly-charged routine.

Directed by Ezra Emmerson of Australia’s Igloo Media, the videos will be released in series on YouTube and Facebook. An outdoor campaign has also been unveiled in Hong Kong.

‘Get in the zone’ serves as a follow-up to Pure Fitness’ ‘Ahhh Grrr’ campaign last year, which channelled the same focus on high intensity exercise.


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