Pure Lifestyle

What Pure Lifestyle does

Pure Lifestyle Ltd. is a privately held, founder-owned multidisciplinary integrative healthcare company headquartered at 1129 Empress Street in Winnipeg, Manitoba, Canada, with a second clinic at 308-2265 Pembina Highway. Founded on March 1, 2013 by Blake Wood (President & CEO) and co-founder Jean-Francois, the company operates a single integrated facility model that combines family and sports medicine (Pure Medical), physiotherapy at two locations (Pure Physiotherapy / Pure Wellness), mental health counselling, massage therapy, nutrition services, advanced diagnostics (DEXA, RMR, VO2 Max, spirometry, Nutrigenomix, X-ray, functional movement evaluation), and a private strength and conditioning gym under one organizational roof.

The company generates revenue through three primary streams: (1) recurring memberships in three tiers (Inspire at $225/month, Lifestyle at $410/month, Performance at $605/month) plus a $299.99 Launch Package; (2) fee-for-service medical, physiotherapy, massage, mental health, nutrition, and diagnostic services for individual consumers; and (3) corporate/occupational health contracts including pre-employment medicals, firefighter health screening, return-to-work programs, and corporate wellness delivered via the Pure Occupational Health and Virtual Healthcare offerings. Pricing incorporates 12-month price guarantees on annual subscriptions, with services partially covered by third-party insurers including Blue Cross and Manulife.

Pure Lifestyle serves individual consumers, corporate clients, and government/professional sports organizations. Named engagements include the Canadian Armed Forces (SAR Technicians), Winnipeg Jets, Winnipeg Goldeyes, United Way Winnipeg (community partnership), and Enabling Access Inc. The company operates without disclosed external equity investment, runs 5,000+ square feet of clinical and training facility, employs 11-50 staff, and uses third-party platforms (Jane.app, InputHealth, Dexifit, MailChimp) for scheduling, telemedicine, body composition scanning, and marketing.

Name

Pure Lifestyle

Legal name

Pure Lifestyle Ltd.

Website

https://purewinnipeg.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Pure Lifestyle is a privately held multidisciplinary integrative healthcare clinic in Winnipeg, Manitoba, offering family and sports medicine, physiotherapy, diagnostics, fitness training, and corporate occupational health services to individual consumers, government clients, and professional sports organizations since 2013.

Ownership category

akta.pro rank

Product category

Integrated Healthcare Services

NAICS

Offices of Other Health Practitioners (6213), Fitness and Recreational Sports Centers (713940), Diet and Weight Reducing Centers (812191)

SIC

Services-Misc Health & Allied Services, Nec (8090), Services-Membership Sports & Recreation Clubs (7997), Services-Health Services (8000)

akta.pro primary industry

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

akta.pro secondary industries

General Personal Training (In-Person & Virtual) (HSADAAAA), Chronic Condition Lifestyle Coaching (Non-Clinical) (HSADAGAH), Health, Wellness & Lifestyle Noncredit Programs (EDAAAEAH)

Keywords

• Integrated healthcare services
• Physiotherapy and rehabilitation
• Corporate wellness programs
• Strength and conditioning
• Occupational health services

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Strength and Conditioning Memberships: Monthly recurring memberships (Inspire, Lifestyle, Performance tiers) providing semi-private training sessions, personalized programs, DEXA scans, and priority access to other services
2. Healthcare Services: Fee-for-service medical, physiotherapy, massage therapy, mental health counselling, nutrition, and diagnostic services for individual clients and corporate wellness programs
3. Programs and Packages: Launch Package ($299.99), Health Advisor Program ($150 initial), Executive Health Program, and weight management programs offered as one-time or recurring fee arrangements
4. Corporate/Occupational Health Services: Pre-employment medical assessments, firefighter health screenings, return-to-work programs, and corporate healthcare services billed to employers and insurers

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Pure Lifestyle is a multidisciplinary collaborative healthcare facility in Winnipeg, Canada, offering integrated medical, physiotherapy, mental health, nutrition, massage, and strength & conditioning services under one roof. It serves individual consumers through memberships and fee-for-service appointments, and corporate clients through dedicated occupational health, pre-employment, and return-to-work programs. Revenue is generated from monthly training memberships, fee-for-service clinical appointments, diagnostic testing, and corporate service contracts.

Product overview

Pure Lifestyle is a multidisciplinary healthcare facility in Winnipeg offering an integrated healthcare platform combining medical, wellness, and fitness services. The core offerings include: Pure Medical (minor injury clinic, family/sports medicine, diagnostics including DEXA scans, RMR testing, VO2 max, spirometry, Nutrigenomix, and X-ray; concussion management; and Longevity/Executive Health program), Pure Wellness (physiotherapy at two locations, mental health counselling, massage therapy, nutrition services, and the Health Advisor program), Pure Strength & Conditioning (private gym with personalized training memberships and launch packages), Pure Occupational Health (corporate healthcare, pre-employment assessments, return to work programs, and firefighter screening), and Virtual Healthcare (telemedicine physician services). The Allurion Weight Loss Balloon is offered through a partnership. These services are designed to work collaboratively, with Health Advisors facilitating access across the full spectrum of care.

Differentiator

Problem solved

Functional benefit

Brands

• Allurion Weight Loss Balloon: Weight loss program featuring the Allurion gastric balloon device
• Longevity Medical Program
• Health Advisor Program
• Pure Occupational Health

Products and services

• Pure Medical - Minor Injury & Illness Clinic Walk-in clinic offering same-day or next-day appointments for minor injuries and non-emergency medical issues. Staffed by ER physicians, open Monday-Friday 9am to 5pm at 1129 Empress Street, Winnipeg.
• Pure Medical - Medical Services Comprehensive family and sports medicine services including family medicine, minor surgeries, sport medicine, dermatology, and weight management physician consultations for individual clients.
• Longevity Medical Program / Executive Health Proactive executive health program focused on identifying health risks and providing opportunities for impactful change to optimize healthspan. Includes comprehensive assessments and ongoing health optimization for executives and high-net-worth individuals.
• Pure Wellness - Physiotherapy Physiotherapy services offered at two locations in Winnipeg (1129 Empress St and 308-2265 Pembina Ave), including sport physiotherapy, rehabilitation, and vestibular physiotherapy services.
• Pure Wellness - Mental Health Counselling Mental health counselling services provided by qualified professionals, integrated with the multidisciplinary healthcare team for collaborative patient care.
• Pure Wellness - Massage Therapy Therapeutic massage services delivered by certified massage therapists working within the multidisciplinary healthcare setting.
• Pure Wellness - Nutrition Services Registered dietitian services offering nutrition counselling and dietary guidance, collaborating with physicians and pharmacists for comprehensive patient care.
• Health Advisor Program Personalized health management program pairing clients with clinical exercise physiologists who develop comprehensive annual health plans, service budgets, and provide quarterly follow-ups and accountability. $150 initial cost covers consult, periodized health plan, service budget, and quarterly follow-ups.
• DEXA Body Composition Scan Advanced body composition imaging test measuring bone density, fat mass, and muscle mass using dual-energy X-ray absorptiometry technology powered by Dexifit. Provides detailed insights for health optimization and progress tracking.
• Resting Metabolic Rate (RMR) Assessment Metabolic testing to measure resting energy expenditure, helping determine caloric needs and inform weight management and nutrition strategies.
• VO2 Max Testing Cardiopulmonary capacity testing measuring maximum oxygen uptake during exercise, used for performance evaluation and exercise prescription.
• Spirometry Pulmonary function testing measuring lung capacity and airflow to assess respiratory health.
• Nutrigenomix Genetic testing service analyzing DNA to provide personalized nutrition recommendations based on individual genetic makeup.
• X-ray On-site X-ray imaging services for diagnostic purposes within the medical clinic.
• Functional Movement Evaluation Assessment of movement patterns and functional capacity using standardized protocols to identify imbalances and guide rehabilitation programs.
• Concussion Management Specialized program for assessment and management of concussion injuries using evidence-based protocols.
• Pure Strength & Conditioning - Memberships Private gym with personalized training programs delivered by kinesiologists and clinical exercise physiologists. Three membership tiers: Inspire ($225/month), Lifestyle ($410/month with 8% savings), and Performance ($605/month with 10% savings), all including semi-private training sessions and varying levels of perks including complimentary DEXA scans and priority access.
• Pure Strength & Conditioning - Launch Package Entry-point program ($299.99) including personal training consultation, functional assessment, three semi-private training sessions, and custom fitness plan with access to fitness app. Serves as prerequisite for membership enrollment.
• Weight Management Program Comprehensive weight management program incorporating medical supervision, nutritional guidance, exercise prescription, and behavioural coaching.
• Allurion Weight Loss Balloon Swallowable gastric balloon device for weight loss requiring no surgery, endoscopy, or anesthesia. Offered through partnership with Allurion Prairie Canada.
• Post-Op Hip and Knee Classes Rehabilitation exercise classes designed for faster recovery following hip or knee replacement surgery.
• Pure Occupational Health - Corporate Healthcare Business health services including employee wellness programs, occupational health services, pre-employment medical assessments, and firefighter health screening programs for corporate clients.
• Virtual Healthcare Telemedicine physician services enabling employees to receive virtual care for family medicine, preventative medicine, sports medicine, obesity medicine, cardiac stress testing, and addiction medicine.
• Return to Work Program Occupational health program designed to facilitate safe and efficient return to work for injured or ill workers, led by kinesiologists.

Quantifiable outcome

• Multiple client testimonials report significant fitness achievements including 30 lb weight loss, completion of 5K/10K/half marathon races, and first triathlon completion under Paul Bissonnette's training guidance
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• United Way WinnipegcoreStrategic or Co-development Partner · 1 September 2025Community partnership announced in September 2025 to kick off United Way Winnipeg's 60th anniversary. The collaboration aims to amplify community impact and support vital community programs strengthening Winnipeg.
• Enabling Access Inc.coreStrategic or Co-development Partner · 1 March 2016Occupational therapy services partnership since March 2016. Enabling Access provides injury prevention, wellness, and disability management services for workplaces throughout Manitoba since 2005. Services include post-offer testing, workplace accommodation, accessibility consultation, and multidisciplinary rehabilitation including Functional Reactivation Therapy for mental health conditions and traumatic brain injuries.
• Allurion (Prairie Canada)minorGTM or Marketing PartnerAllurion Weight Loss Balloon program offered at Pure Lifestyle with dedicated website (allurionprairiecanada.ca) and social media presence (@allurionmanitoba on TikTok, Instagram & Facebook).

Scale indicators3 records

Recent moves8 records

Expansion highlights3 records

Direct peers

• Athletes' Care: Canadian sports medicine and physiotherapy clinic chain combining physicians, physiotherapists, massage therapists, and fitness services. Directly comparable to Pure Lifestyle's sports medicine and rehabilitation pillar.
• Lifemark Health Group: Canada's largest network of physiotherapy, rehabilitation, and occupational health clinics. Directly comparable to Pure Lifestyle's combination of physiotherapy, occupational health, and corporate wellness services across multiple Canadian provinces.
• Copeman Healthcare: Private Canadian preventive and executive healthcare provider with multidisciplinary teams (physicians, dietitians, kinesiologists, mental health). Closely comparable to Pure Lifestyle's premium integrated model.
• Medcan: Canadian executive health and preventive medicine clinic offering comprehensive diagnostic assessments and longevity-focused programs — a direct analogue to Pure Lifestyle's Longevity Medical Program / Executive Health offering.
• Athletic Edge Sports Medicine: Canadian sports medicine and physiotherapy clinic with multidisciplinary practitioners. Comparable to Pure Lifestyle's combination of sports medicine physicians, physiotherapy, and rehabilitation services.
• CBI Health: National Canadian provider of physiotherapy, occupational health, mental health, and multidisciplinary care. Highly comparable to Pure Lifestyle's integrated clinic model serving both individual and corporate clients.
• Centric Health: Canadian specialty healthcare provider offering physiotherapy, occupational health, and surgical services. Comparable to Pure Lifestyle's mix of fee-for-service medical care and occupational/corporate health contracts.
• Cleveland Clinic Canada: Canadian outpost of a globally recognized health system offering executive health and sports medicine. Comparable to Pure Lifestyle's executive health and integrated specialist model, though at materially larger scale.

Broad incumbents

• GoodLife Fitness: Canada's largest fitness chain with membership-based strength training, personal training, and group fitness. Overlaps with Pure Lifestyle's Strength & Conditioning membership tier and semi-private training model.
• World Health: Canadian premium fitness club chain that integrates fitness, physiotherapy, and wellness services. Comparable in offering bundled fitness-plus-clinical services, but at significantly larger scale and broader geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCLp11DkocVWs9odX_Zf8gTQ
• Facebookfacebook.com/PureWinnipeg
• Instagraminstagram.com/purewinnipeg
• TikToktiktok.com/@allurionmanitoba
• LinkedInlinkedin.com/company/pure-lifestyle-winnipeg

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Lifestyle