Blake Wood is one of the original founders of Pure Lifestyle Ltd. As President and CEO, Blake oversees the vision and strategy surrounding all programs offered at Pure, with the goal of providing unparalleled client experiences through exceptional healthcare services. From 2013 to present, Blake has worked hard to steer Pure in the direction of a Collaborative Health Facility.

Blake received his degree in Kinesiology at the University of Manitoba in 2006 and has worked in the field health and wellness his entire career. He has a passion for proactive health and along with his wife Diane and two children Danica and Nolin continues to lead by example.

Starting in 2015 Blake provided three years of service as the Manitoba Provincial Director for the National Strength and Conditioning Association where he led a group of committee members in establishing continuing education opportunities for Kinesiologists and allied health professionals in Manitoba. From 2016-2019 Blake chaired the Academic Advisory Board for the faculty of Kinesiology, Athletic Therapy and Recreation Management at the University of Manitoba.

Education

Bachelors Degree, Exercise and Sports Science (BESS)
Certified Exercise Physiologist (CEP)
Certified Strength and Conditioning Specialist (CSCS)
Functional Movement Screen Level 2 (FMSC)
NCCP Level 1 Olympic Lifting

Accomplishments

Completed 2011 Leadville 100 mountainbike race
Climbed Mount Kilimanjaro
Accomplished climber/scrambler
World Traveller (including Thailand, Africa, South America)
Successful business owner specializing in personal training and endurance sports

Paul graduated from the University of Manitoba with a Bachelor of Kinesiology in 2012. Paul continued his education by getting his Canadian Society for Exercise Physiologist’s Certified Exercise Physiologist designation (CSEP-CEP) in 2013. In addition, he also completed his Certified Strength and Conditioning Specialist certification from the National Strength and Conditioning Association (NSCA-CSCS) in 2014. However, always eager to learn and provide his clients with the best service, Paul continues to expand his knowledge and stay up to date with current research through continuing education and post-graduate certifications.

A believer in mentorship and continuing education, Paul has made it a priority to mentor students, young professionals and colleagues within the field of health and fitness. As an advisory board member of the Manitoba National Strength and Conditioning Association, he also helps develop and implement continuing education courses for all strength trainers in Manitoba.

A true outdoorsman and adrenaline junkie, Paul enjoys getting away from the busy “city life” by spending time hunting and fishing in the backcountry, snowmobiling and alpine skiing in the winter months, and breathing the fresh air while running. Having been an athlete in competitive hockey, this has given Paul a personal understanding of the importance of sport-specific training and the physiological and physical demand of sport.

A strong believer that exercise is medicine, Paul takes a multidisciplinary approach to training by working closely with allied health professionals such as a physiotherapist, physicians, massage therapists, and registered dietitians.

His mission is to help others achieve their goals and educate them about the benefits of exercise and lifestyle changes. Be warned; Paul is a stickler for proper form but he is also patient and persistent with his clients. He is also known to be very competitive and will never shy away from a gym challenge!

Education

Bachelors of Kinesiology (Bkin)
Certified Exercise Physiologist (CEP)
Certified Strength and Conditioning Specialist (CSCS)
Functional Movement Screen Certified level 2 (FMSC)
Precision Nutrition Certified Level 1 (Pn1)
Certified Pain Free Performance Specialist (PPCS)
NCCP Level 2 Olympic Lifting
EXOS Fitness Specialist Certified

Rebecka graduated with her Bachelor's of Kinesiology and Minor in Psychology from the University of Manitoba after completing her Fieldwork Placement at Pure Lifestyle in December 2021. On top of her university education, she is a CSEP-Clinical Exercise Physiologist, CSEP-Certified Personal Trainer, and NSCA-Certified Strength and Conditioning Specialist. Rebecka began her studies in Human Kinetics and Exercise Science because of her background in dance. She was a competitive dancer for 15 years – in ballet, contemporary, jazz, and modern. She taught group-based classes at her local dance studio, as well as her yoga studio. She worked throughout her undergraduate degree in various avenues in the fitness industry, and she's excited to continue as a Kinesiologist with Pure Lifestyle! Her favourite ways to stay active outside the gym include attending hot yoga classes and outdoor recreation such as hiking and running.

Education

Bachelor of Kinesiology (B. Kin)
Clinical Exercise Physiologist (CSEP-CEP)
Certified Personal Trainer (CSEP-CPT)
Certified Strength and Conditioning Specialist (NSCA-CSCS)

Jordan is a Clinical Exercise Physiologist and Certified Strength and Conditioning Specialist, holding a Bachelor of Kinesiology from the University of Manitoba, earned in 2018. As the Executive Health Coordinator, Jordan oversees the scheduling and diagnostic aspects of our Executive Health Assessments. Over the past five years, he has pursued extensive continuing education to uphold his certifications.

Jordan's enthusiasm for sports began at a young age, culminating in a 15-year competitive curling career. His interest in lifting, recovery, and holistic health led him to the gym during his university years, where he developed a passion for helping clients achieve their unique activity goals.

In 2017, Jordan ventured into powerlifting and has since become a National level athlete and coach. His expertise in the sport translates to all levels of strength and conditioning, with a particular focus on the Squat, Bench, and Deadlift. During his spare time, he enjoys hanging out with his dog and wife, and drinking a perfectly reasonable amount of espresso.

Education

Bachelor of Kinesiology (B. Kin)
Clinical Exercise Physiologist (CSEP-CEP)
Certified Strength and Conditioning Specialist (NSCA-CSCS)

Joe has been involved in personal training for six years. He became a Certified Strength and Conditioning Specialist in 2011 and graduated with a kinesiology degree from the U of M and CSEP certification in 2012. He continues to take CEU’s to maintain his CSEP and CSCS credentials.

Joe grew up playing hockey, soccer, badminton and golf. In the gym he enjoys an array of activities such as Olympic lifting, sprints, resistance training as well as cycling. During the summer months he enjoys golfing, paint-balling, the occasional bike ride and swimming. During the winter he enjoys badminton, downhill skiing and occasionally hot yoga.

In the gym, Joe’s clients can expect a large repertoire of exercises and drills, as well as a knowledge of the mechanics of each individual exercise. Clients will learn proper lifting and exercise technique, and benefit from Joe’s knowledge of anatomy and muscles movement. They can also expect to learn about nutrition and proper eating habits. Joe is determined and motivated to have his clients reach their goals and is constantly seeking new knowledge in order to get them there.

Joe prides himself on being a creative programmer and having unique workouts. Joe believes that workouts must be fun and enjoyable yet challenging and rewarding. His client’s confidence and progress is a priority. With Joe you’ll get a true professional who is dedicated and committed to having his clients succeed.

Education

Bachelors of Kinesiology (BKin) with distinction
Certified Exercise Physiologist (CEP)
Certified Strength & Conditioning Specialist (CSCS)
Certified FMS Level 2 (FMSC)
NCCP Level 2 Olympic Lifting
Bachelors of Commerce (BComm) – honours
Poliquin Biosigniture Modulation Level 1

Evan graduated from the University of Manitoba with a Bachelor of Kinesiology in 2019. He became a certified personal trainer through the Canadian Society for Exercise Physiology (CSEP-CPT) while still in school, where he also gained experience working at the university gym (Active Living Center).

Evan grew up with a love of the outdoors, and spent much of his free time biking, hiking, kayaking, canoeing, camping, and skiing. More recently he has discovered a love of running and you can often find him running in a number of local run clubs, as well as competing in races from 5K’s to ultra-marathons.

He is a strong believer in exercise as preventative medicine, and thinks strength training plays an important role in living a healthy life, allowing for both physical longevity as well as excelling in any physical performance.

Education

Bachelor of Kinesiology, BKin
Certified Personal Trainer, CPT

Heather graduated in 2012 from the University of Winnipeg with a Bachelor of Science degree in Kinesiology where she studied in the Athletic Therapy stream. Heather continued with her studies and completed the Clinical Exercise Physiology (CEP) certification through the Canadian Society of Exercise Physiology (CSEP) in 2013. In addition to this Heather has been a member of the Manitoba Fitness Council since 2010 and is an active member of the Canadian Kinesiology Association. Heather is always eager to take advantage of professional development opportunities wherever possible, there is always so much to learn in the field of Kinesiology. Heathers passion for the industry came to light when she was working through her own injuries. As a marathon runner, Heather struggled with many chronic injuries mostly due to a lack of understanding of the importance of a balanced training program which also includes rest. Heather engaged with Athletic Therapy professionals to work through her injuries at which time a resistance training program was introduced. She loved the added benefits of resistance training and she wanted to learn more. Heather traded in her calculator at her job in the corporate world for some textbooks and began her university education. Throughout her studies Heather continued to run marathons and started to dabble in the triathlon world. A true endurance athlete, Heather completed two full Ironman competitions in Penticton and in Wisconsin. For over a decade Heather has worked with a broad range of clients in clinical, gym, in home, and outdoor settings. Heather helps with sport specific goals, general fitness goals, pre or post injury, or to help prevent or control chronic disease. Heather works hard to give her clients a pleasant, professional, and effective experience. She can’t wait to see you in the gym!

Education

BSc-KIN (Athletic Therapy)
Certified Clinical Exercise Physiologist (CSEP)
Manitoba Fitness Council – Fitness Leader

Jayden graduated with a Bachelor of Kinesiology from the University of Manitoba in 2025. He is a CSEP‑Certified Personal Trainer and is currently pursuing his Clinical Exercise Physiologist designation. With 8 years of experience as a competitive track and field athlete, he brings a performance-driven mindset to his work with clients. Outside of kinesiology, he enjoys repairing bicycles, a hands-on hobby that reflects his practical, detail-oriented approach to movement and mechanics. He is passionate about learning and is committed to helping individuals reach their health and performance goals through thoughtful, evidence-based care. In his free time he enjoys being outside, playing sports such as golf, basketball, and football.

Education

Bachelor of Kinesiology (B. Kin)
Certified Personal Trainer (CSEP-CPT)

Rinat earned her Bachelor of Kinesiology from the University of Manitoba in 2021. She holds credentials as a CSEP Clinical Exercise Physiologist and a CSEP Certified Personal Trainer, and she’s currently working towards obtaining NSCA Strength and Conditioning Specialist certification.

Driven by her passion for facilitating joy through movement and personal growth, Rinat chose to pursue a degree in kinesiology. Witnessing clients’ progress in their health journeys and sharing her expertise in movement are central to her professional mission. Rinat values collaboration with other healthcare professionals to deliver tailored experiences for her clients.

Recognizing that health encompasses more than just physical fitness, Rinat emphasizes the importance of fostering inclusivity and positivity within the fitness industry. She believes that cultivating strong relationships with clients is essential for both enjoyment and success in any fitness program.

Beyond her professional commitments, Rinat is deeply passionate about dance, performance, and Brazilian Jiu-Jitsu. Leveraging her rich dance background, she empathizes with individuals navigating injuries and delivers exceptional care. Through her unique perspective as a dancer, Rinat offers insights into proper posture and movement techniques.

Education

Bachelor of Kinesiology (B. Kin)
Certified Personal Trainer (CSEP-CPT)
Clinical Exercise Physiologist (CSEP-CEP)

Caitlin graduated with her Bachelor’s of Kinesiology from the University of Manitoba in 2024 and earned her CSEP-Personal Trainer certification while attending university. With high priority to continue her education, she is currently working towards her CSEP-Clinical Exercise Physiologist certification. In addition to personal training, her areas of experience include occupational fitness testing for fire fighters, paramedics, and RCMP, leading group fitness classes, and coaching bootcamps.

Strength training is of high importance to Caitlin, and she is constantly seeking new ways to challenge her fitness. Besides strength training, she enjoys playing volleyball, soccer, and golf, and regularly participates in Pilates classes. During the summer, her favourite way to relax is spending time outdoors and camping with friends and family.

Caitlin strongly believes that the best investment you can make is in your health, and she is dedicated to helping others find joy in physical activity and take meaningful actions towards reaching their goals.

Education

Bachelor of Kinesiology (B. Kin)
Certified Personal Trainer (CSEP-CPT)

Melisa graduated from the University of Winnipeg in 2023 with a Bachelor of Kinesiology and is currently pursuing her CSEP-CPT, with plans to obtain her CSEP-CEP soon after. She loves to learn and believes in professional development. With the field of kinesiology and health care constantly growing, she loves to learn new things and is excited for future certifications.

Her passion for kinesiology comes from a lifelong fascination with the human body and a holistic approach to health. She believes in personal growth through physical fitness, as it significantly enhances overall health and quality of life.

To provide the best care, she believes it is important to consider a holistic approach which involves collaboration across many different disciplines. Building strong connections with clients is essential to help create a comfortable, confident environment where clients can enjoy their fitness journey.

Outside of work, Melisa danced for ten years both recreationally and competitively. In addition to dance and resistance training, she loves exploring new forms of exercise, including Pilates, barre, and CrossFit. She loves discovering new parks, going on hikes and enjoying time in nature.

Education

Bachelor of Kinesiology (BKin)

Luming graduated from the University of Manitoba with a Master’s degree in Kinesiology, specializing in chronic disease prevention and exercise prescription. She is a certified CSEP Personal Trainer (CSEP-CPT) and is working toward becoming a CSEP Clinical Exercise Physiologist to further her expertise in movement analysis, strength and conditioning, and rehabilitation-focused exercise programming.

With a strong background in research and practical application, Luming is passionate about helping individuals improve their health through movement. She takes an individualized approach to exercise, prioritizing each client’s unique needs, goals, and abilities. She will work with return-to-work and reconditioning clients, enhancing movement quality, regaining strength, and building sustainable habits.

Luming values collaboration with other healthcare professionals to provide a well-rounded, evidence-based approach to physical well-being. Committed to lifelong learning, she continuously expands her expertise to better serve her clients. Outside of work, she stays active through fitness training and coaching, always seeking new ways to inspire and support those she works with.

Education

Master of Kinesiology (MSc.Kin.)
Certified Personal Trainer (CSEP-CPT)