16 June 2025 – Three long-standing veterans of the global fitness and wellness industry – Colin Grant, Rey Bolivar, and Richard Boyd – have come together once again to create a bold new concept: Re:set by PURE, the world’s first Smart Wellness studio.

Backed by PURE Group and driven by a shared belief that recovery has been underserved in the industry, the trio spent the past 18 months designing a format that addresses the gaps in current offerings – from lack of personalisation to disjointed modality use. Re:set brings together data-driven diagnostics, structured session flow, and clinical-grade hygiene systems to create an environment to re:set and deliver results.

With standalone sites already in development and strong market interest, Re:set by PURE is also being positioned as a scalable global franchise opportunity for qualified partners.

Colin Grant, Executive Chairman and Co-founder of PURE Group, and Rey Bolivar, now Managing Director of PURE Group, previously worked together during Rey’s early years leading sales at PURE. Richard Boyd, recently appointed PURE’s Head of Development, is a globally respected innovator whose track record includes scaling the world’s largest education platform for fitness professionals and designing evidence-based wellness environments for both military and commercial applications.

With decades of experience between them – and a history of collaboration across Asia-Pacific and North America – the three leaders have combined forces to build a next-generation model that shifts perceptions and terminology away from “recovering from injury”, and towards “re:setting to progress”. At the core is the Body Meter, a proprietary diagnostic tool that enables tailored Re:set plans based on each guest’s physical and mental state on the day. This ensures every session is purposeful – a direct response to the industry’s tendency to prescribe one-size-fits-all treatments or offer standalone modalities.

Re:set also prioritises priming before passive recovery, with dedicated movement and breathwork zones that prepare the body to get the most out of subsequent treatments. The studio features several technical world-firsts, including a progressive cold shower system engineered for gender- specific physiology, an integrated “Re:vive” zone combining red light therapy, compression, and zero-gravity recliners, and advanced hygiene protocols such as cold plasma antibacterial compression boot cleaning and a centralised plunge pool filtration system.

“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 absolutely everybody access to a powerful wellness experience that’s personal and effective.”

“Re:set is a scalable business model” added Rey 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.”

“This is more than a brand launch,” said Richard 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.”

Re:set by PURE opens its first studio at 11/F Lee Theatre Plaza, Causeway Bay. Additional standalone studios are in development, alongside plans to integrate key features into PURE’s wider fitness and yoga footprint.

Re:set by PURE opens July 1st. The website and marketing campaign kicks of from June 23rd. Website (launching June 23rd) – www.re-set.com.hk
Tour the studio (launching June 23rd) : https://www.re-set.com.hk/en/tour-the-studio/