01 — Overview
ACCOUNT HEALTH SCORECARD
Engagement Rate (ER) = (Likes + Comments + Saves + Shares) ÷ Reach × 100 when insights are available. Fallback: (Likes + Comments) ÷ Followers × 100 when insights unavailable. Industry benchmark: 1.22%.
Avg Engagement Rate
2.10%
Benchmark 1.22% — +72% above
Avg Reach Per Post
3,438
Total: 103,134
Avg Saves Per Post
4
High saves = intent to act
Posts Analysed
30
Avg 1 hashtags/post
Overall Verdict — PURE Fitness
STORIES BEAT SCHEDULES
Avg Engagement Rate
2.31%
Benchmark 1.22% — +89% above
Avg Reach Per Post
2,968
Total: 89,049
Avg Saves Per Post
4
High saves = intent to act
Posts Analysed
30
Avg 2 hashtags/post
Overall Verdict — PURE Yoga
MILESTONE GOLD, WORKSHOP FAIL
PURE FITNESS SG
Eng. Rate
Avg Reach
Avg Saves
PURE YOGA SG
Eng. Rate
Avg Reach
Avg Saves
02 — Creative Analysis
CREATIVE PERFORMANCE
Top 10 + bottom 5 posts per account by engagement rate. Images permanently embedded — no expiry. Hover to reveal ER. Click to open original post.
Top 10 + Bottom 5
Top 10 + Bottom 5
03 — Performance by Format
ENGAGEMENT BY CONTENT FORMAT
Reels vs Video: Reels distribute via Explore to non-followers. Video (legacy format) has no Explore reach — if it appears it's older posts.
PURE FITNESS
CAROUSEL
VIDEO
IMAGE
PURE YOGA
VIDEO
CAROUSEL
IMAGE
04 — Content Mix
CONTENT THEME BREAKDOWN
Proportion of posts per visual theme (from AI image analysis) and average ER. BEST = highest-performing theme.
PURE FITNESS
Vision data pending
PURE YOGA
100%
no image
7.09% avg ER
BEST
05 — Timing Analysis
BEST DAY & TIME TO POST
PURE FITNESS
Avg ER by day & time (SGT) — darker = higher ER
Mon
Tue
Wed
Thu
Fri
Sat
Sun
Mor
1.8%
Aft
0.8%
1.7%
3.0%
2.9%
0.8%
Eve
1.4%
2.3%
2.2%
2.7%
1.7%
1.1%
Nig
PURE YOGA
Avg ER by day & time (SGT) — darker = higher ER
Mon
Tue
Wed
Thu
Fri
Sat
Sun
Mor
0.7%
1.6%
2.6%
Aft
3.7%
1.5%
3.2%
1.8%
1.8%
2.3%
Eve
3.2%
1.7%
2.8%
1.4%
Nig
07 — Pattern Recognition
WHAT'S WORKING VS WHAT'S NOT
✓
WORKING — FITNESS
✅ Overall ER significantly outperforms benchmark.** PURE Fitness is posting a 2.10% average ER against a 1.22% benchmark — a +71.9% premium. All 60 posts used reach-based calculation, making this a credible, non-inflated number. The account is not just beating the benchmark; it is clearing it by nearly three-quarters.
✅ Real-person video storytelling drives the highest returns.** The top post — the Elly Morgan HYROX athlete feature — achieved a 6.53% ER and 6,096 reach, the highest reach of any post in the top 5. The trainer coaching story ("You never really outgrow good coaching" — Toure, Senior PT) hit 3.42% ER with 4,469 reach. Human faces + credentialed backstories consistently outperform product/class promotional content.
Top-performing fitness accounts succeed by pairing credibility, community-driven content, and consistent posting with clear storytelling that builds trust.
✅ Mid-week afternoon posting is working.** Wednesday and Friday afternoons (12–17h) dominate the top 5. Wednesday averages 2.61% ER, Friday 2.43% — the two highest-performing days. Afternoon posts average 2.20% ER vs. Evening's 2.02% and Morning's 1.84%. The Pilates class launch Reel (3.49% ER, Wednesday afternoon) and the Plyometrics Workshop Reel (3.22% ER, Wednesday afternoon) confirm this window is consistent, not a fluke.
✗
NOT WORKING — FITNESS
❌ HYROX content is a double-edged sword — and right now it's cutting the wrong way.** Three of the five bottom posts are HYROX-related: HYROX Journey (0.87%), HYROX TURF (0.82%), and Gloves On: Round 2 teaser (0.71%). These are repetitive, product-push Reels with no human anchor. Meanwhile, the top HYROX post (Elly Morgan, 6.53%) succeeded because of the athlete story, not the event name. The format, not the topic, is the problem.
The HYROX social feed is already a crowded ecosystem of "gym bros posting split times, wellness influencers in matching activewear capturing 'candid' shots and finance types documenting their journey from boardroom to burpees"
— PURE needs to differentiate with depth, not volume.
❌ Saturday posting is dead weight.** Saturday averages just 0.98% ER — the lowest of any day and less than half Wednesday's 2.61%. Both bottom-5 posts from Saturday (0.87% evening + 0.82% afternoon) confirm this isn't a timing issue — it's a structural audience availability problem for a premium gym brand. With only 2 Saturday posts, this is a low-volume issue, but the signal is clear: the PURE Fitness audience is not on Instagram on Saturdays for fitness content.
✓
WORKING — YOGA
✅ Milestone-led campaigns generate extraordinary spikes.** Four of the top five posts are all variants of the PURE Yoga 20th anniversary content, with ERs of 7.09%, 6.10%, 5.00%, and 3.77%. The fifth (April, Yoga Teacher backstory Reel) hit 3.36% ER with the highest reach of the top 5 at 4,291. The lesson: emotional/community anchors (anniversaries, teacher stories) dramatically outperform class promotions. Average saves on the top 5 range from 2–15, confirming this content is being bookmarked, not just consumed passively.
✅ Monday video posts are the strongest content slot on the account.** Monday averages 3.42% ER — by far the highest day, with 7 posts. Three of the top 5 posts are Monday videos. The "yoga turns 20" campaign posting predominantly on Monday + Wednesday evenings captured both the account's best day and the platform's appetite for milestone storytelling.
By 2025, successful creators operated dual strategies: Reels for reach, feed posts for community — this combination outperformed single-format strategies by 32%.
✗
NOT WORKING — YOGA
❌ IMAGE posts are systematically failing.** 4 of the 5 bottom posts are images, with ERs of 0.94%, 0.91%, 0.68%, and 0.36%. The lowest-performing post in the entire YOGA dataset — a backbend workshop IMAGE — hit just 0.36% ER on 2,252 reach. Yet IMAGE represents 33% of the post mix (10 of 30 posts). This format drag is suppressing the account's average significantly.
Carousels remain the most effective format, showing the strongest engagement resilience year over year, with engagement rate on carousels steady at 0.55%
while images slide — PURE Yoga has only 2 carousels in 30 posts, a structural gap.
08 — Industry Intelligence
TRENDING OPPORTUNITIES IN SEA WELLNESS
Based on live web search at time of report generation · Singapore & SEA market
FITNESS / GYM
Competitive Social Fitness (HYROX Training Content)
The two-day AIA HYROX Open Asian Championships in June 2025 drew almost 25,000 participants and spectators, of which 12,840 were racers — making Singapore one of HYROX's most active global markets. HYROX Singapore's Instagram account has amassed over 39,000 followers, and the fitness community has embraced what experts are calling "competitive social fitness" — where every milestone becomes conten
Content Play: Film a 60-second "Week 1 vs. Week 8" transformation Reel featuring a real HYROX TURF/FUZE participant from PURE. Show them failing a sled push in Week 1, hitting a PB in Week 8. Caption: *"Nobody is born HYROX-ready. Here's what 8 weeks at PURE does."* Post Wednesday afternoon with #hyroxsg, #hyroxsingapore, #purefitnesssingapore. Tag the participant to trigger their network.
Content Play: Film a 60-second "Week 1 vs. Week 8" transformation Reel featuring a real HYROX TURF/FUZE participant from PURE. Show them failing a sled push in Week 1, hitting a PB in Week 8. Caption: *"Nobody is born HYROX-ready. Here's what 8 weeks at PURE does."* Post Wednesday afternoon with #hyroxsg, #hyroxsingapore, #purefitnesssingapore. Tag the participant to trigger their network.
YOGA
20th-Anniversary-Style Milestone Storytelling → Teacher Legacy Reels
PURE Yoga's own data is the trend signal. The anniversary posts hit 7.09%, 6.10%, 5.00%, and 3.77% ER — all without hashtags, driven purely by emotional resonance. Yoga and yoga therapy are emerging as key players in the evolving wellness landscape, with this year's trends reflecting a growing desire for both science-backed innovation and holistic tradition. Audiences in Singapore are engaging wit
Content Play: Post a "20 Years, 20 Teachers" Reel series — one per week for 4 weeks. Each 30-second Reel features one PURE Yoga teacher finishing the sentence: *"The one thing yoga taught me that no gym ever could is..."* No hashtags needed on the first post; let the emotional hook carry it. Post Monday evening.
Content Play: Post a "20 Years, 20 Teachers" Reel series — one per week for 4 weeks. Each 30-second Reel features one PURE Yoga teacher finishing the sentence: *"The one thing yoga taught me that no gym ever could is..."* No hashtags needed on the first post; let the emotional hook carry it. Post Monday evening.
PILATES
Classical Mat Pilates Revival (Anti-Reformer Backlash)
Even among athletes, Pilates has surged in popularity and is expected to remain a top fitness trend in 2025; it was the most popular workout of 2024, with an 84% increase in bookings. However, a counter-movement is emerging against the "reformer Pilates princess" aesthetic — mat-based Pilates is enjoying considerable hype on Instagram and TikTok; unlike its reformer counterpart, mat Pilates relies
Content Play: Film a 45-second "Try this before you try a reformer" Classical Mat Pilates Reel featuring PURE's new instructor. Use 3 moves, on-screen text ("No machine. No price tag. Just control."), and caption: *"Classical Mat Pilates is back on the schedule — and your core will never forgive you for missing it."* Use #classicalpilates, #matpilates, #pilatessingapore, #purefitnesssingapore.
Content Play: Film a 45-second "Try this before you try a reformer" Classical Mat Pilates Reel featuring PURE's new instructor. Use 3 moves, on-screen text ("No machine. No price tag. Just control."), and caption: *"Classical Mat Pilates is back on the schedule — and your core will never forgive you for missing it."* Use #classicalpilates, #matpilates, #pilatessingapore, #purefitnesssingapore.
WELLNESS / RECOVERY
Longevity-Framed Recovery (Sleep, Somatic Reset)
Preventive health and longevity are the main wellness trends in 2025; consumers are buying products like at-home diagnostics, cellular-health supplements, and recovery tech that promise a better healthspan. In Singapore specifically, recovery destinations like Rekoop focus on building vitality over time through sleep, nutrition, and movement, with amenities including saunas, oxygen chambers, and c
Content Play: Post a Carousel titled "The PURE Recovery Stack" — 5 slides showing what a PURE member does AFTER a HYROX session: cool-down mobility, nutrition timing, sleep protocol, active rest day yoga class at PURE Yoga. Frame it as longevity science: *"This is what 10 more years of training looks like."* Cross-tag @pureyogasingapore on the yoga slide. Use #recoveryworkout, #longevitysg, #purefitnesssingapor
Content Play: Post a Carousel titled "The PURE Recovery Stack" — 5 slides showing what a PURE member does AFTER a HYROX session: cool-down mobility, nutrition timing, sleep protocol, active rest day yoga class at PURE Yoga. Frame it as longevity science: *"This is what 10 more years of training looks like."* Cross-tag @pureyogasingapore on the yoga slide. Use #recoveryworkout, #longevitysg, #purefitnesssingapor
MINDFULNESS
Nervous System Regulation as the New "Warm-Down"
Breathwork, somatic therapy, and nervous-system regulation tools are increasingly incorporated into structured wellness programs; rather than replacing traditional mental health care, these practices complement it, offering daily, measurable interventions. Tools once reserved for therapists and high-performance coaches are becoming mainstream — from breathwork and vagus-nerve regulation to somatic
Content Play: PURE Yoga posts a 60-second Reel titled "2 minutes before you open Slack." A teacher guides a box breathing + shoulder release sequence filmed in the yoga studio. Caption: *"Your nervous system doesn't care what your calendar says. Two minutes of this, every morning, before your phone."* Use #breathwork, #nervousystemreset, #mindfulnesssg, #pureyogasingapore. Post Monday morning (against the data
Content Play: PURE Yoga posts a 60-second Reel titled "2 minutes before you open Slack." A teacher guides a box breathing + shoulder release sequence filmed in the yoga studio. Caption: *"Your nervous system doesn't care what your calendar says. Two minutes of this, every morning, before your phone."* Use #breathwork, #nervousystemreset, #mindfulnesssg, #pureyogasingapore. Post Monday morning (against the data
CROSS-CATEGORY OPPORTUNITY
THE TREND:
THE TREND
Singapore's fitness landscape is experiencing a revolutionary shift as yogalates emerges as the most sought-after hybrid practice in the city's wellness community; this innovative fusion combines yoga's mindful movement with Pilates' precision training, creating dynamic experiences that satisfy both spiritual seekers and fitness enthusiasts. Broader than just yogalates, fitness trends in Singapore are shifting from one-size-fits-all workouts to more mindful, creative, and functional approaches — instead of only chasing intensity, people are exploring forms of exercise that improve mobility, support mental health, and are enjoyable. The convergence is explicit: more people are turning to hybrid workouts — a smart blend of yoga, strength training, and cardio — because this approach transforms the body while improving mental clarity, emotional balance, and long-term consistency. The Singaporean consumer in 2025–26 does not want to choose between strength and stillness, between intensity and recovery. They want one premium brand that offers both.
PURE OPPORTUNITY
PURE is the only operator in Singapore running both a premium gym (PURE Fitness) and a premium yoga studio (PURE Yoga) under the same brand umbrella, the same membership infrastructure, and — critically — the same Instagram audience. Virgin Active, Anytime Fitness, and Fitness First have no yoga arm. The standalone boutique yoga studios (Tirisula, Breathe, Sky Yoga) have no gym. Personal training services are on track to achieve the fastest growth rate in SEA, projected at 11.78% CAGR through 2031; this trend underscores consumers' readiness to invest in premium, personalized coaching and specialized programming. PURE can monetize this convergence with a dual-brand content strategy that no competitor can replicate: showing one member's full week — HIIT at Fitness, recovery yoga at Yoga — as a single, integrated premium lifestyle. The Fitness account already cross-uses #pureyogasingapore (4x), suggesting the team has recognised the link; the execution hasn't followed.
CONTENT ANGLE
Series Name: *"The PURE Week"* Format: Weekly Reel (60–75 seconds), posted alternately on @purefitnesssingapore (Wednesday) and @pureyogasingapore (Monday), showing one real PURE dual-member's weekly training split — 2–3 gym sessions + 1–2 yoga sessions — with their "why both" testimonial voiceover. Each Reel ends on the other brand's account handle: *"Recovery sorted @pureyogasingapore"* or *"Strength sorted @purefitnesssingapore."* Frequency: Once per week, alternating accounts (bi-weekly on each account). Hook: Open with a split-screen: the same person in a sled push at PURE Fitness CUT TO the same person in savasana at PURE Yoga. Text overlay: *"Same person. Same week. Same PURE."* Why this works: This efficiency appeals particularly to Singapore's professional population, who seek maximum return on wellness investment without sacrificing depth or authenticity. The cross-account tag drives follower cross-pollination between both accounts, compounding reach with zero additional media spend. No competitor in Singapore can run this play.
09 — Strategic Recommendations
RECOMMENDATIONS
Based on your actual post performance data + current industry benchmarks from live web search.
PURE FITNESS
01
📸 Strategy
REC 1: Build a "PURE Faces" recurring Reel series — trainer/athlete profiles, one per week, Wednesday 12–17h.
02
🕐 Strategy
The Elly Morgan Reel (6.53% ER, 6,096 reach) and the Toure PT Reel (3.42% ER) are the playbook. Both used long captions (300+ chars), a named individual with credentials, and a strong quote hook. The Pilates class launch (3.49% ER) succeeded for the
03
✍️ Strategy
REC 2: Immediately retire Saturday posting and redistribute to Thursday.
04
#️⃣ Strategy
Saturday averages 0.98% ER (2 posts). Thursday averages 2.73% ER (2 posts) — nearly 3x the Saturday return. There is no content argument for Saturday. Move those posts to Thursday. Two additional Thursday posts per month would lift the overall monthl
05
🔥 Strategy
REC 3: Convert all remaining IMAGE posts to either VIDEO or CAROUSEL.
06
👥 Strategy
The single IMAGE post (0.87% ER, 1,033 reach) is the account's worst performer and confirms the format is dead for this brand.
PURE YOGA
01
📸 Strategy
REC 1: Cut IMAGE post frequency from 33% to under 10% of monthly output.
02
🕐 Strategy
10 of 30 posts are images, and they are producing 4 of the 5 worst results. Replace images with two formats: (a) short 15–30s Reels for class/teacher intro content, and (b) Carousels for workshop promotions.
03
✍️ Strategy
Carousels lead the way in engagement on Instagram, while Reels are not far behind.
04
#️⃣ Strategy
PURE Yoga's two existing carousels average 2.83% ER — nearly identical to Video's 2.83%. The format works; it's just underused (2 posts vs. 10 images).
10 — Action Plan
PRIORITY ACTION LIST
Ranked by expected impact · Execute within 1 week
01
🥇 RANK 1 | BOTH ACCOUNTS: Launch one "human-story" Reel this Wednesday afternoon
HIGH IMPACT02
For Fitness: a PT or HYROX athlete feature with a quote hook, 300+ char caption, 5+ hashtags.
HIGH IMPACT03
For Yoga: a teacher backstory Reel using the "belief statement → credential → CTA" caption structure.
MEDIUM04
🥈 RANK 2 | PURE FITNESS: Add minimum 5 hashtags to every post immediately
MEDIUM05
This is a same-day fix requiring zero new content. Go back and edit the 5–10 most recent posts. For all future posts, use the formula: 3 brand + 3–5 category. HYROX content should include #hyroxsg, #hyroxsingapore, #hybridathlete. PT content: #personaltrainersg, #strengthtrainingsg.
MEDIUM