Pure Paradise

Company creates fitness vacations for high-end clients

By: Marty Wentzel

A new company called Pure Kauai is tapping the health and wellness market by customizing commissionable high-end adventures that are heavy on service and big on personal reward.

Conceived by Phil Jones in early 2002, Pure Kauai puts together health and fitness vacations for individuals, couples, groups, companies and health professionals.

“I started Pure Kauai so that people could come to a place where they eat well, work out in nature, learn about fitness and nutrition, relax, get massaged, reflect on their lives, take care of themselves, meet wonderful people and allow themselves to be pampered,” Jones said. “I knew Pure Kauai would be successful, because by customizing vacations to meet each individual’s needs, they get what they come for.”

Pure Kauai co-creates vacations with the guests and incorporates their goals and desires. Clients pick what they want to do, where they want to stay and what they want to eat and drink.

“Since we know the island, we can have them see Kauai like very few tourists do,” said Jones. “At the same time, they have wonderful physical results and a lot of fun.”

Clients can book a Pure Kauai package for any length of time, although the company is sometimes full and runs a maximum of three trips a week.

Rates for the company’s vacations include on-island transportation, a long list of activities, accommodations in a hotel, condominium or vacation home and five mini-meals a day featuring organic and locally grown products.

Included in the price are indoor workouts like cardio training, yoga, weight training, pilates, martial arts, African dance and meditation; and outdoor adventures like hiking, kayaking, outrigger canoe paddling, surfing, cycling, swimming and snorkeling.

Rates also cover body treatments such as Hawaiian lomi lomi massage, deep-tissue massage, facials, structural integration and watsu (water massage).

Throughout their stay, clients have access to a variety of coaches who specialize in subjects like nutrition, health, fitness and relationships.

Pure Kauai’s rates vary according to length of stay and type of accommodation. For instance, a one-week package with a hotel room sleeping two people costs $2,350 per person. Clients staying in a two-person condominium for 10 days pay $4,450 per person. A two-week package with luxury vacation rental accommodations for two people and daily private chef services is listed at $9,950 per person, with three weeks at $14,075.

For an extra fee, Pure Kauai can arrange helicopter tours, golf lessons, scuba diving, sailing, all-terrain-vehicle adventures and horseback riding.

Jones has 15 years of experience in travel, fitness, nutrition and education. He founded and ran L.A. Ski & Sun Tours, a large ski tour operator. Currently, he owns the Muscle Truck Company, which builds and rents mobile fitness gyms for movie celebrities to train while on location.

Living by example, Jones is an accomplished rower and martial artist, and he rode his bicycle across the United States mainland in 1998.

“Pure Kauai is a result of my desire to better myself in health,” said Jones. “I believe that exercise, nutrition and rest can improve everyone’s life.”

866-457-7873; www.purekauai.com.