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
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
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
“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.”