A new recovery brand – Re:set by Pure – will open its first studio in Hong Kong on 1 July.

The ‘smart wellness studio’ concept is the brainchild of industry veterans Colin Grant, Rey Bolivar, and Richard Boyd, who already have further studios in development, along with plans to franchise.

Backed by Pure Group, which operates health clubs and yoga studios in Asia and the US, the new concept has been in development for the last 18 months.

Grant, who is executive chair and co-founder of Pure Group, says: “The format for Re:set by Pure addresses the gaps in current offerings – from lack of personalisation to disjointed modality use. It brings together data-driven diagnostics, structured session flow and clinical-grade hygiene systems to create an environment to re:set and deliver results.”

In addition to standalone locations and franchises, the Re:set concept will also be integrated into Pure’s wider fitness and yoga portfolio.

At the core of the concept 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.

Re:set also prioritises ‘priming’ before ‘passive recovery’, with movement and breathwork zones that prepare the body to get the most out of subsequent recovery treatments.

“The studio features several technical world-firsts,” says Grant, “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” he says. “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” says 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 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.”