For Harrison Jub, sports is about far more than competition. It is a platform capable of building discipline, resilience and stronger communities.
His entrepreneurial journey began in 2008 with a passion for fitness and human performance. Over the years, that interest developed into businesses, running communities and large-scale sporting events that have brought thousands of Malaysians together.
From building one of Malaysia’s early CrossFit facilities to co-founding a running group that grew from just 30 participants into a community of tens of thousands, Harrison’s journey demonstrates how sports can become a powerful vehicle for participation, connection and positive social impact.
Today, through Pure Group, he continues to build experiences designed not simply to organise events, but to encourage more people to participate in sport.
Beginning His Entrepreneurial Journey With Fitness
Harrison began his entrepreneurial journey in 2008 with BodyXpress Gym, driven by his interest in fitness and human performance.
At a time when Malaysia’s fitness landscape was still developing, he recognised opportunities to introduce new approaches to training and wellness.
By 2010, Harrison had expanded into one of Malaysia’s early CrossFit facilities, giving him further experience in building fitness communities around participation and shared goals.
His entrepreneurial interests later expanded beyond conventional fitness.
Between 2011 and 2015, he was involved with Elements Health Integrated, which combined fitness services with clinical care and genetic testing.
These experiences broadened his perspective on health, performance and the role businesses could play in helping people lead more active lives.
Growing KLCC Runners From 30 Participants
A major turning point came in 2016, when Harrison co-founded KLCC Runners Group.
The community began with approximately 30 participants.
Within two years, it had grown to more than 30,000 followers, demonstrating the potential of community-driven sports participation.
The rapid growth reinforced an important lesson for Harrison.
People do not participate in sports purely because of competition. Community, belonging, motivation and shared experiences can be equally powerful reasons for bringing people together.
This insight became an important foundation for his subsequent work in mass-participation events.
Building Malaysia Runners Into a 200,000-Strong Community
The success of KLCC Runners contributed to the creation of Malaysia Runners (Kita Pelari Malaysia).
The platform has since developed into a running community of approximately 200,000 people, supported by a structured organisation.
For Harrison, building a community at this scale requires more than simply attracting followers.
It requires consistent engagement, clear organisation and experiences that give members reasons to remain involved.
The growth of Malaysia Runners also demonstrated how digital communities can translate into real-world participation when people share a common interest and sense of belonging.
Moving Into Large-Scale Sports Events
From 2018 onwards, Harrison and his team expanded further into large-scale event execution.
Together, they have delivered more than 150 nationwide events, developing experience in managing increasingly complex sporting programmes and mass-participation activities.
Organising events at this scale requires coordination across logistics, safety, participant management, marketing and operational execution.
For Harrison, however, successful event management is not determined solely by whether an event runs according to schedule.
The participant experience matters just as much.
Building Pure Group as a Sports Experiential Company
Today, Pure Group operates as a sports experiential company specialising in large-scale events, strategic marketing and end-to-end event solutions.
Its operations include government marathons, mass-participation events and community sports programmes across Malaysia.
The company works with organisations including KBS, Perbadanan Putrajaya and DBKL, contributing to initiatives designed to strengthen participation within Malaysia’s sporting ecosystem.
Pure Group’s role extends across multiple aspects of event execution, from planning and marketing to operational delivery.
Making Sports More Inclusive
Accessibility has become an important part of Harrison’s approach to sports.
Along the way, his team introduced inclusive categories such as Family 3KM and OKU divisions, providing opportunities for a broader range of participants to take part.
This reflects Harrison’s belief that sports should not be designed exclusively for elite athletes or highly competitive participants.
Mass-participation events can also serve families, beginners, people with disabilities and individuals who simply want to become more active.
By reducing barriers to participation, sporting events can reach a much wider section of society.
Managing Events With Thousands of Participants
Large-scale sporting events create significant operational challenges.
Pure Group manages one of Malaysia’s largest running databases and has developed the ability to mobilise approximately 5,000 participants quickly, or more than 40,000 participants through structured planning.
This capability demonstrates the importance of combining community reach with operational systems.
For Harrison, having a large database alone is not sufficient. The organisation must also be capable of converting interest into participation while managing the experience safely and effectively.
Safety, inclusivity and participant experience therefore remain central to Pure Group’s event planning.
Turning Sporting Events Into Movements
Harrison’s journey reflects an evolution from fitness entrepreneur to community builder and large-scale sports event organiser.
Beginning with BodyXpress Gym in 2008, his path expanded through CrossFit, integrated health services, KLCC Runners, Malaysia Runners and eventually Pure Group.
Across each stage, one principle has remained consistent: sports has the ability to bring people together.
For Harrison, the success of an event should therefore not be measured only by attendance figures.
The greater impact comes from whether participants feel included, connected and motivated to remain active after the event ends.
Through Pure Group, Harrison continues to pursue this vision by creating sporting experiences that combine community, accessibility and disciplined execution.
Rather than simply organising events, his objective is to create movements that encourage people to participate, connect and move forward together.