The health and wellness landscape is shifting. Gone are the days of extreme dieting and rigid food rules. In their place is a more sustainable, balanced approach to nutrition—one that prioritizes enjoyment as much as it does nourishment.
This evolving mindset is something Athini Magodla knows well. Crowned GQ’s Best Dressed Winner in 2024, Athini’s influence extends far beyond fashion. A wellness advocate, fitness enthusiast, and all-around high performer, he exemplifies the modern approach to nutrition—smart, steady, and rooted in lifestyle.
We caught up with Athini to unpack his daily wellness routine, bust a few myths, and hear why hydration is his non-negotiable.
“Balance is everything,” Athini tells us. “It’s not about punishing your body—it’s about giving it what it needs to thrive.” His typical week blends strength training, cardio, and structured recovery, fuelled by a high-protein, low-processed sugar diet. “I get bloated easily, so I stay away from heavy processed foods. I focus on clean sources of energy that support muscle recovery and overall strength.”
One myth he’s left behind? “That you can eat anything when bulking. Clean bulking is 100% possible.”
On hydration, Athini is equally intentional. “When you train hard, you lose more than just water. You lose essential electrolytes,” he explains. “I’ve added PURA Hydration to my pre- and post-workout routine. It’s low in sugar, free from artificial sweeteners or colourants, and it actually tastes amazing. You can feel the difference—your body recharges, and your energy levels lift almost immediately.”
Whether he’s prepping for a workout or simply keeping pace with his high-energy schedule, Athini’s go-to includes a banana and a Berry-flavoured PURA Hydration drink. “It’s clean, light, and functional—and I don’t have to compromise on taste.”
It’s this kind of real-world insight that reflects where nutrition trends are heading. According to a 2024 McKinsey Health and Wellness survey, over 70% of global consumers are now actively seeking products that support their health goals—yet 61% say taste remains the #1 priority. This is where modern brands are stepping in, offering functional drinks that deliver benefits without sacrificing flavour.
And hydration is getting a major glow-up. The global electrolyte drinks market is projected to hit over $40 billion by 2030, driven by increased awareness of fitness, performance recovery, and overall wellness. Consumers are moving away from hyper-coloured, sugar-loaded sports drinks in favour of clean-label options that align with their values.
Today’s better-for-you alternatives—like those from PURA Beverages—prove that health and great taste can coexist. With just 86 calories per serving, PURA Hydration skips the nasties: no colourants, no artificial sweeteners, and no fake flavours—just effective hydration, naturally.
From the gym to the dancefloor and everywhere in between, PURA Hydration is for anyone chasing their next high-performance moment. Infused with natural electrolytes and marine salts, and crafted with sustainability in mind, it’s the go-to choice for people who sweat the good stuff—without the sugar crash.
The future of nutrition is less about restriction and more about intention. It’s about choosing better, enjoying more, and staying in it for the long haul. Just ask Athini—discipline fuels his fitness, but smart, better-for-you choices keep him performing at his best.
Less sugar. More purpose.
Less pretence. More presence.
Every step. One sip at a time.
Live a little PURA