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
3,439
Total: 103,167
Avg Saves Per Post
4
High saves = intent to act
Posts Analysed
30
Avg 1 hashtags/post
Overall Verdict — PURE Fitness
HYROX GOLD UNTAPPED
Avg Engagement Rate
2.31%
Benchmark 1.22% — +90% above
Avg Reach Per Post
2,969
Total: 89,084
Avg Saves Per Post
4
High saves = intent to act
Posts Analysed
30
Avg 2 hashtags/post
Overall Verdict — PURE Yoga
MILESTONE MAGIC, FORMAT CHAOS
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
Real-person storytelling delivers the account's peak performance.** The top-performing post (ER: 6.53%, reach: 6,096) is a Reel of Elly Morgan — a named, credentialed athlete with a 15-race HYROX track record and nine podiums. The #4 post (ER: 3.42%, reach: 4,469) features Toure, a named Senior PT, speaking directly to camera. Both outperform the account average of 2.10% by 3x or more. Named humans beat brand messaging every time.
Video is carrying the account and doing so at scale.** 26 of 30 posts are VIDEO, averaging ER 2.11% and avg reach 3,444 — essentially matching the account average.
Reels changed everything in 2023–2024 as Instagram shifted resources to compete with TikTok; creators who pivoted to Reels saw engagement rates jump 45–65% in many cases.
PURE Fitness has correctly built its strategy on video-first.
✗
NOT WORKING — FITNESS
HYROX-branded posts are cannibalizing themselves with poor execution.** Three of the bottom 5 posts are HYROX content — #PureXHyrox, HYROX TURF, HYROX FUZE — yet the top post is also HYROX. The problem is clear: generic "here's what HYROX is" explainer Reels (ER: 0.87%, 0.82%, 0.71%) fail; personal HYROX athlete stories succeed.
HYROX's growth in Singapore over the last two years has been nothing short of explosive — the AIA HYROX Open Asian Championships 2025 in June drew a record of more than 12,000 fitness enthusiasts over two days.
PURE is wasting an enormous cultural tailwind by posting programme descriptions rather than human moments.
Monday and Saturday are dead zones — but PURE keeps posting there.** Monday averages ER 1.08% and Saturday 0.98%, compared to Wednesday's 2.61%. Yet 6 of 30 posts (20%) are on these two worst-performing days, including three of the five lowest-performing posts. This is a scheduling problem that can be fixed in one week.
✓
WORKING — YOGA
The 20th Anniversary campaign is a masterclass in milestone-driven content.** Four of the five top-performing posts (ERs: 7.09%, 6.10%, 5.00%, 3.77%) are all variations of the PURE Yoga 20th Anniversary Reel series.
Wellness brands are building loyalty through saves and thoughtful content — the recommendation is to lean into educational and lifestyle content pillars that audiences want to revisit and share.
This campaign worked because it combined community emotion (a 20-year milestone), urgency (limited 2-hour workshops), and repeated exposure through a campaign series.
✗
NOT WORKING — YOGA
Static IMAGE posts are actively dragging the account's average down.** 10 of 30 posts (33%) are images, averaging ER 1.26% — nearly half the account average of 2.31%. All five of the bottom-performing posts are either images (4 out of 5) or a poorly-executed event Reel. The bottom two posts are images posted on Tuesday mornings — combining the worst format with the worst day. This is a double failure that is entirely avoidable.
Tuesday morning is the account's graveyard slot and is used repeatedly.** Tuesday averages ER 1.25% (the lowest day), and Morning (6–12h) averages 1.63% (the lowest time slot). Two of the five bottom posts are Tuesday morning images. Despite this pattern, the account posts in this slot repeatedly — there is no evidence of timing optimization.
Hashtag strategy is unfocused and brand-diluting.** PURE Yoga uses an average of 2 tags per post, but the hashtag mix includes 30 unique tags across 30 posts — with 22 of those tags used only once. Scattered tags like #lijiang, #dali, #yunnan (1 use each, for a retreat post) contribute zero ongoing community-building. Compare this to the zero-hashtag top posts — the account hasn't determined whether hashtags help or hurt, so it's using them randomly.
08 — Industry Intelligence
TRENDING OPPORTUNITIES IN SEA WELLNESS
Based on live web search at time of report generation · Singapore & SEA market
FITNESS / GYM
HYROX Community Race-Training Content
HYROX's growth in Singapore over the last two years has been nothing short of explosive — the AIA HYROX Open Asian Championships 2025 in June drew a record of more than 12,000 fitness enthusiasts over two days. Participation grew from 3,500 at the first Singapore race in October 2023 to 12,840 racers in June 2025. The event attracted 22,631 participants and spectators including close to 10,400 ath
Content Play: Post a 45-second Reel this week: "Inside a PURE HYROX Training Session — 6 weeks out from race day." Film an actual Tuesday/Thursday class at PURE. Show real members sweating on sled pushes and wall balls. End with the next intake date. Caption: "12,000 Singaporeans raced HYROX in 2025. Here's how they trained." Tag: #HYROXSG #PurexHYROX.
Content Play: Post a 45-second Reel this week: "Inside a PURE HYROX Training Session — 6 weeks out from race day." Film an actual Tuesday/Thursday class at PURE. Show real members sweating on sled pushes and wall balls. End with the next intake date. Caption: "12,000 Singaporeans raced HYROX in 2025. Here's how they trained." Tag: #HYROXSG #PurexHYROX.
YOGA
20th Anniversary / Legacy Community Campaigns
PURE Yoga's own data proves this: the 20th anniversary Reel series generated ERs of 7.09%, 6.10%, 5.00%, and 3.77% — the four highest posts on the account. Saves signal value; Instagram posts earn high save counts showing viewers want to return to health and wellness content. Milestone and community-identity content triggers saves and shares because it resonates emotionally — it's not about the pr
Content Play: Launch a "20 Teachers, 20 Stories" Reel series this week. Film one teacher per week for 20 weeks. Format: 30-second vertical Reel, teacher answers "What has teaching at PURE for [X] years taught you about yourself?" Zero hashtags, just #PureYogaSingapore. One post per Monday evening. This directly replicates what already hit 7.09% ER.
Content Play: Launch a "20 Teachers, 20 Stories" Reel series this week. Film one teacher per week for 20 weeks. Format: 30-second vertical Reel, teacher answers "What has teaching at PURE for [X] years taught you about yourself?" Zero hashtags, just #PureYogaSingapore. One post per Monday evening. This directly replicates what already hit 7.09% ER.
PILATES
Classical Mat Pilates Revival
Mat Pilates is making a comeback as people seek effective, equipment-free workouts that can be done anywhere — this method is also enjoying considerable hype, especially on social media like Instagram and TikTok. Unlike its reformer counterpart, mat-based Pilates relies on bodyweight and small props. PURE Singapore is already cited as a top Pilates destination in Singapore, favoured for convenienc
Content Play: Post a 30-second Reel this week: "What's the difference between Mat Pilates and Reformer Pilates?" Film a PURE trainer demonstrating 2–3 moves of each, side by side. This is educational, saveable content. Add a CTA: "Our Classical Mat Pilates class is now on the schedule — link in bio." Tags: #ClassicalPilates #PurePilatesSingapore #PilatesSingapore.
Content Play: Post a 30-second Reel this week: "What's the difference between Mat Pilates and Reformer Pilates?" Film a PURE trainer demonstrating 2–3 moves of each, side by side. This is educational, saveable content. Add a CTA: "Our Classical Mat Pilates class is now on the schedule — link in bio." Tags: #ClassicalPilates #PurePilatesSingapore #PilatesSingapore.
WELLNESS / RECOVERY
Contrast Therapy (Hot/Cold) as a Social Ritual
Cold plunges have officially gone from niche athlete ritual to mainstream wellness hobby in Singapore — whether chasing faster muscle recovery, better sleep, mental resilience, or aesthetic pics for the 'Gram, ice baths are now easier than ever to try. New venues like The Ice Bath Club ( 12K Instagram followers, branding themselves as "Asia's fastest-growing daily recovery club" ), REVA Social Wel
Content Play: Post a Carousel this week: "How PURE members recover after a HYROX training week." Slide 1: trainer post-session. Slides 2–4: PURE's own recovery options (stretching zones, cool-down classes, mobility work). Slide 5: "Recovery is part of the programme." No need to own an ice bath — own the recovery mindset. Tags: #RecoverySingapore #FitnessRecovery #PureFitnessSingapore.
Content Play: Post a Carousel this week: "How PURE members recover after a HYROX training week." Slide 1: trainer post-session. Slides 2–4: PURE's own recovery options (stretching zones, cool-down classes, mobility work). Slide 5: "Recovery is part of the programme." No need to own an ice bath — own the recovery mindset. Tags: #RecoverySingapore #FitnessRecovery #PureFitnessSingapore.
MINDFULNESS
Breathwork Integration in Yoga Practice
Wellness seekers in Singapore are looking beyond standard yoga routines, craving classes that seamlessly blend breathwork, mobility, and mindful pacing — mindful movement straddles yoga, mobility drills, and meditative breath, creating holistic workouts for body and brain. As the world seeks antidotes to stress and digital overwhelm, the power of mindful breathing is gaining mainstream momentum —
Content Play: Post a 30-second Reel this week on PURE Yoga: "3 breaths your yoga teacher wants you to know before your next class." Film a PURE teacher demonstrating Ujjayi, box breathing, and one pranayama technique — each named, each with a one-line benefit (e.g., "Ujjayi: slows your nervous system in under 60 seconds"). This is high-save content. Tags: #YogaSingapore #Breathwork #PureYogaSingapore.
Content Play: Post a 30-second Reel this week on PURE Yoga: "3 breaths your yoga teacher wants you to know before your next class." Film a PURE teacher demonstrating Ujjayi, box breathing, and one pranayama technique — each named, each with a one-line benefit (e.g., "Ujjayi: slows your nervous system in under 60 seconds"). This is high-save content. Tags: #YogaSingapore #Breathwork #PureYogaSingapore.
CROSS-CATEGORY OPPORTUNITY
THE TREND:
THE TREND
The modern Singapore fitness consumer is increasingly seeking a comprehensive approach to health that encompasses physical fitness, mental well-being, and recovery — studios are expected to expand their offerings beyond traditional workouts to include services like yoga, meditation, and wellness coaching, positioning studios as potentially something more: comprehensive wellness centres. In 2025, the world of fitness is undergoing a major shift — instead of sticking to just one type of exercise, more people are turning to hybrid workouts, a smart blend of yoga, strength training, and cardio — this approach doesn't just transform the body, it improves mental clarity, emotional balance, and long-term consistency. Singapore's premium fitness consumer is no longer separating "train hard" from "move mindfully" — they want both, from one trusted brand, under one roof.
PURE OPPORTUNITY
PURE operates both Fitness and Yoga — uniquely positioned to own the convergence narrative.
CONTENT ANGLE
— showing a real member doing both — is unique to PURE and untapped in the current content output. Series Name: "The PURE Week" — Format: Weekly Reel (60 seconds), posted every Monday, running for 8 weeks. Hook: "One member. One week. Fitness and yoga." Structure: 3-second member intro ("I'm Sarah, I do HYROX and Yin") → 20 seconds of PURE Fitness training moment → 20 seconds of PURE Yoga class moment → 10-second close: "This is what a PURE week looks like. Both studios. One membership." Post to both @PureFitnessSG and @PureYogaSG simultaneously with a shared hashtag #ThePUREWeek. The member featured alternates each week (male/female, age 28–45, different class types). Each post should tag the trainer from both studios featured. This is a cross-account content strategy no single-discipline competitor can replicate — and it directly addresses the #1 trend reshaping the Singapore wellness market.
09 — Strategic Recommendations
RECOMMENDATIONS
Based on your actual post performance data + current industry benchmarks from live web search.
PURE FITNESS
01
📸 Strategy
**Build a "HYROX Humans" series — immediately.** The Elly Morgan post at 6.53% ER proves the formula. Every HYROX post should feature one named member or trainer: their race count, best time, most embarrassing HYROX moment.
02
🕐 Strategy
The two-day AIA Hyrox Open Asian Championships in June 2025 drew almost 25,000 participants and spectators, of which 12,840 were racers
03
✍️ Strategy
— these are real people in the PURE community. Stop posting HYROX class descriptions. Start posting HYROX member faces.
04
#️⃣ Strategy
**Eliminate Monday and Saturday posting immediately.** Shift those 6 posts to Wed/Thu/Fri. The data is unambiguous: Mon = 1.08% ER, Sat = 0.98% ER vs. Thu = 2.73%, Wed = 2.61%, Fri = 2.43%. This is a zero-cost change that will lift the account averag
05
🔥 Strategy
**Launch a Carousel strategy — this is the biggest untapped format.** Only 3 Carousels in 30 posts (10%), yet they average ER 2.40% and reach 4,198 — the highest reach of any format.
06
👥 Strategy
Carousels remain the most effective format, showing the strongest engagement resilience year over year.
PURE YOGA
01
📸 Strategy
**Replicate the anniversary campaign formula for every major programme launch.** The 20th anniversary series generated 4 of the top 5 posts with zero hashtags — proof that campaign-series thinking beats single-post tactics. The next campaign hook alr
02
🕐 Strategy
**Stop posting on Tuesday mornings — permanently.** Tuesday ER = 1.25%, Morning ER = 1.63%. Two of the five worst posts are Tue morning images. Redistribute to Monday evening (ER 3.42% day average) or Wednesday afternoon. This is a scheduling fix tha
03
✍️ Strategy
**Convert all IMAGE workshop/class promotion posts to short Reels or Carousels.** 4 of the 5 bottom posts are images.
04
#️⃣ Strategy
Carousels are driving the most saves and views across all brand sizes.
10 — Action Plan
PRIORITY ACTION LIST
Ranked by expected impact · Execute within 1 week
01
#1 — SHIFT ALL POSTING AWAY FROM MONDAY & SATURDAY (Both Accounts)
HIGH IMPACT02
Zero cost. PURE Fitness loses 1.08%/0.98% ER slots; PURE Yoga loses 1.25% (Tuesday). Shift to Wed/Thu/Fri (Fitness) and Mon/Wed (Yoga). Impact: immediate lift in account average ER.
HIGH IMPACT03
#2 — PRODUCE ONE "HUMAN STORY" REEL FOR EACH ACCOUNT
MEDIUM04
PURE Fitness: film a HYROX member (existing community —
MEDIUM05
HYROX's growth in Singapore has been explosive, with 12,000+ attendees at the June 2025 Asian Championships
MEDIUM