What Pure Wellness does

Pure Wellness is a privately-owned, single-location wellness facility operating in South Edmonton, Alberta, Canada since 2009. Co-founded by Mike Clark, a Kinesiologist with 28 years of experience, the studio offers an integrated suite of therapeutic and fitness services including Registered Massage Therapy, RAPID NeuroFascial Reset, IASTM, Acupuncture, Personal Training, Group Fitness Classes (HIIT, Tabata, TRX), and a kinesiology-led Recover & Rebuild rehabilitation program. The facility also runs a Motor Vehicle Accident treatment program with direct billing to auto insurers, and serves niche segments such as dancers (via the Elevate digital program) and families needing pediatric massage.

The business extends beyond the physical studio through a portfolio of digital products sold via its website: e-books including the Elevate: Dancer Performance System ($149), Nutritional Guide, Concrete Calves, and the Suspended TRX training series ($19.99-$24.99), plus a subscription-based online fitness coaching service with three tiers ($49-$149/month). The studio operates extended hours (Mon-Fri 8am-8pm, weekends 8am-4pm) and uses MindBody Online for self-serve appointment scheduling.

Pure Wellness generates revenue through a mix of pay-as-you-go sessions, multi-session volume packages (5-, 10-, 20-, 30-, 40-, 50-, and 100-packs), monthly group fitness subscriptions ($99/month unlimited), online coaching subscriptions, and one-time digital product sales. Direct billing relationships with 15+ Canadian insurance providers (Alberta Blue Cross, Manulife, SunLife, Canada Life, Green Shield, Veterans Affairs Canada, ASEBP, and others) reduce customer friction and broaden the addressable market to insured extended-health and MVA claimants. The company is founder-owned, uncapitalized beyond operating cash flow, and serves a stated 3,000+ cumulative client base in the Edmonton area with no disclosed external funding or expansion plans beyond a single location.

Name

Pure Wellness

Legal name

Pure Wellness

Website

https://purewellnessstudio.net

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Pure Wellness is a South Edmonton wellness studio offering massage therapy, acupuncture, personal training, group fitness, and rehabilitation services to 3,000+ clients through in-person appointments and direct billing to 15+ Canadian insurance providers.

Ownership category

akta.pro rank

Product category

Wellness and Fitness Services

NAICS

Fitness and Recreational Sports Centers (713940), Offices of Other Health Practitioners (6213), Sports and Recreation Instruction (61162), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134)

SIC

Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industry

Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG)

Keywords

• Massage therapy services
• Acupuncture treatment
• Personal training programs
• Wellness rehabilitation services
• Group fitness classes

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Massage Therapy Services: Registered massage therapy sessions including therapeutic, relaxation, sports massage, trigger point therapy, hot stones, and pediatric massage. Offered at various durations with volume discount packages.
2. RAPID NeuroFascial Reset: Neurologically-based active therapeutic technique for pain relief and soft tissue treatment, offered in 45 and 95 minute sessions.
3. IASTM (Instrument Assisted Soft Tissue Mobilization): Manual therapy using stainless steel instruments to identify and treat areas of scar tissue and fascial restrictions.
4. Acupuncture Services: Traditional Chinese Medicine acupuncture services offered in 30, 60, and 90 minute sessions for various conditions including chronic pain, mental health, and fertility.
5. Personal Training: One-on-one and partner personal training sessions with certified fitness coaches. Includes junior pricing for ages 10-17. Volume discount packages available.
6. Group Fitness Classes: Large group training classes including Fit Body Circuit, Total Body Strength, Tabata, TRX Fit, and TRX Basics. Classes offered with drop-in pricing and multi-class packages.
7. Recover & Rebuild Program: Kinesiology-led injury recovery and rehabilitation program with custom functional assessments and one-on-one sessions.
8. Online Fitness Programs: Digital workout programs including TRX training guides and nutritional guides sold as one-time purchases. Also subscription-based online coaching with three tiers.
9. Elevate: Dancer Performance System: Digital e-book product for dancer strength and performance training, sold as one-time $149 download.
10. Gift Cards: Traditional plastic gift cards and digital gift cards available for purchase at any denomination, redeemable for services or merchandise.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Pure Wellness operates an integrated wellness studio in Edmonton offering therapeutic bodywork (Registered Massage Therapy, RAPID NeuroFascial Reset, IASTM, Acupuncture), fitness services (Personal Training, Group Fitness Classes), kinesiology-led injury rehabilitation (Recover & Rebuild), and motor vehicle accident treatment. The studio supplements in-person services with digital products (TRX training e-books, nutritional guide, dancer performance system) and a subscription-based online coaching program.

Product overview

Pure Wellness is a wellness facility in South Edmonton offering a comprehensive suite of health and fitness services. The core offerings include therapeutic services (Registered Massage Therapy, RAPID NeuroFascial Reset, IASTM, Acupuncture) and fitness programs (Personal Training, Group Fitness Classes, Recover & Rebuild rehabilitation). The company also offers digital products including online fitness coaching subscriptions (Basic, Coached, Premiere tiers) and e-books such as the Elevate: Dancer Performance System, Nutritional Guide, Concrete Calves training guide, and a series of Suspended (TRX) Training Programs (3, 4, 5 day variants plus Functional Training Workouts). The business operates through MindBody Online for booking and offers direct billing to major Canadian insurance providers.

Differentiator

Problem solved

Functional benefit

Products and services

• Registered Massage Therapy Therapeutic and sports massage services performed by registered massage therapists (RMTs), including therapeutic, relaxation, athletic massage, and trigger point therapy. Offered in 30/60/75/90/120 minute sessions with volume discount packages for individual adult and pediatric clients.
• RAPID NeuroFascial Reset (RAPID NFR)
• Instrument Assisted Soft Tissue Mobilization (IASTM)
• Acupuncture
• Personal Training
• Group Fitness Classes
• Recover & Rebuild Rehabilitation Program
• Motor Vehicle Accident (MVA) Treatment
• Online Fitness Coaching (Subscription)
• Elevate: The Dancer Performance System Comprehensive 190+ page digital guide and 6-week performance training system designed specifically for dancers aged 14-18, focusing on strength, endurance, power, balance, flexibility, and injury prevention. Sold as a one-time $149 download.
• Nutritional Guide
• Concrete Calves Training Guide
• Suspended: 3 Day Full-Body TRX Training Program
• Suspended: 4 Day Full-Body TRX Training Program
• Suspended: 5 Day Full-Body TRX Training Program
• Suspended: Functional Training Workouts Vol. 1

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

17 partnerships are on record, tiered core and minor.

• Alberta Blue CrosscoreOthersDirect billing partner allowing clients to have massage therapy and acupuncture claims billed directly to their Alberta Blue Cross insurance.
• Manulife FinancialcoreOthersDirect billing partner for extended health benefit claims.
• SunLife FinancialcoreOthersDirect billing partner for extended health benefit claims.
• Canada Life Assurance CompanycoreOthersDirect billing partner for extended health benefit claims.
• Green Shield CanadacoreOthersDirect billing partner for extended health benefit claims.
• Alberta Benefits Ltd.minorOthersDirect billing partner for insurance claims processing.
• Alberta School Employee Benefit Plan (ASEBP)minorOthersDirect billing partner for Alberta school employees.
• Canadian Benefit ProvidersminorOthersDirect billing partner for insurance claims.
• Chambers of Commerce Group Insurance PlanminorOthersDirect billing partner for Chambers of Commerce members.
• Co-OperatorsminorOthersDirect billing partner for insurance claims.
• Employee Benefit Funds Administration Ltd.minorOthersDirect billing partner for employee benefit claims.
• Equitable LifeminorOthersDirect billing partner for insurance claims.
• Funds Administrative Service (FAS)minorOthersDirect billing partner for claims processing.
• Maximum BenefitminorOthersDirect billing partner for insurance claims.
• Sirius BenefitsminorOthersDirect billing partner for benefit claims.
• Veterans Affairs CanadaminorOthersDirect billing partner for veteran healthcare benefits.
• MindBody Online Booking PlatformcoreTechnology or IntegrationThird-party booking platform provider enabling online appointment scheduling for clients. The studioID used is 191534.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Pt Health / Lifemark: Canada's largest network of physiotherapy and rehabilitation clinics with MVA treatment programs and direct insurance billing. Comparable to Pure Wellness' Recover & Rebuild kinesiology and MVA treatment lines at much larger scale.
• Orange Theory Fitness: Large group fitness franchise with structured coached workouts and subscription pricing. Comparable to Pure Wellness' group class offering with tiered packages and monthly unlimited option.
• Equinox: Premium multi-service fitness brand offering personal training, group classes, and recovery services (spa, cryotherapy, massage). Comparable as a broad incumbent in the integrated fitness/wellness category, though at a higher price tier and US-centric.
• GoodLife Fitness: Canada's largest fitness club chain with hundreds of locations. Overlaps with Pure Wellness' personal training and group fitness offerings as part of a much broader fitness portfolio.
• Steve Nash Fitness Clubs: Western Canadian premium fitness club chain offering personal training and group classes. Comparable in personal training and group fitness, but does not specialize in massage therapy or acupuncture.

Direct peers

• Mend Acupuncture & Wellness: Multi-modality wellness clinics offering acupuncture, massage, and integrative health services. Comparable to Pure Wellness' therapeutic service mix, particularly the acupuncture offering.
• Athlete's Care: Canadian sports medicine and wellness provider offering physiotherapy, massage therapy, chiropractic, and fitness services in an integrated clinic format. Highly comparable multi-modality model serving athletic and rehab populations.
• Hand & Stone Massage and Facial Spa: North American massage and facial services franchise with membership pricing and insurance billing. Directly comparable on massage therapy service model, though it is not Canadian.
• Massage Addict: Canadian membership-based RMT chain with direct insurance billing across multiple provinces. Closest comparable to Pure Wellness' massage therapy and direct-billing distribution model, though at much larger scale.

Regional players

• World Health Edmonton: Edmonton-based multi-modality wellness provider offering massage, acupuncture, and fitness services. Direct regional competitor with very similar integrated wellness positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mikeclarklife
• Facebookfacebook.com/purewellness91
• LinkedInlinkedin.com/in/mikeclarklife
• Instagraminstagram.com/purewellness91

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pure Wellness