Our Story
About Pure Elite
Pure Elite is Europe’s largest fitness model and physique federation.
For over 15 years, we have built a federation focused on athlete experience, fairness, opportunity and community.
Our motto has always been:
It's More Than Just Show Day.
We are first and foremost a competition.
But we also understand that athletes invest huge amounts of time, discipline, money and energy into preparing for the stage, while spectators are paying for a full entertainment experience throughout the day.
That is why Pure Elite shows are built differently.
Our events are designed to be full live productions with professional presentation, entertainment, atmosphere and strong athlete support throughout the entire day.
From first timers stepping on stage for the first time through to experienced Amateur and Pro athletes, Pure Elite welcomes competitors of all levels from over 100 countries worldwide.
Since the federation was founded, first timers have always been a major part of the Pure Elite community. On average, around 80% of athletes competing within our Amateur divisions are first time competitors, equating to approximately 56% of all athletes competing at our events.
We believe that matters.
Stepping on stage for the first time should feel welcoming, professional and achievable.
Pure Elite separates Amateur and Pro athletes through dedicated divisions, helping first timers compete alongside athletes at a similar level while still giving experienced competitors and professionals their own platform.
We have also built the federation around freedom and flexibility.
Not every athlete wants the same look, the same path or the same experience.
With a wide range of fitness, modelling, transformation and physique categories, athletes are able to compete in the divisions that best suit their physique and goals. Many competitors choose to enter multiple categories to maximise their stage time and make the most of their preparation.
Fairness and transparency have always been part of the foundation of Pure Elite.
Every athlete is treated equally.
All rules, judging criteria and processes apply to everyone with no exceptions.
Our judging system is structured and transparent. Any judge who has been paid to prep an athlete within a category is not permitted to judge that category.
Many of our judges, backstage staff and team members are current or former Pure Elite athletes themselves. They understand the experience because they have lived it.
Pure Elite has also become well known for helping athletes gain exposure and build their profile both within and outside of the fitness industry.
Some athletes simply want to compete, enjoy the experience and challenge themselves personally.
Others want to build a brand, create opportunities and gain recognition.
We support both.
Since incorporation, Pure Elite events and athletes have featured in television productions, documentaries, newspapers, radio, mainstream marketing campaigns and fitness media worldwide.
Outside of show day, we actively encourage athletes to get involved in the wider community through posing camps, workshops, meet ups and events throughout the season.
We also provide full show day services including tanning, hair and make-up support to help create a smooth and professional experience from start to finish.
For us, competing has never been only about placings.
It is about confidence.
Experience.
Community.
Memories.
Opportunity.
That is what Pure Elite is about.
Join the Pure Elite Family
Whether you're ready to register for your first show, looking to connect with like-minded athletes, or simply want to follow along and be inspired, we'd love to have you as part of the Pure Elite community.
Follow us and stay connected:
We can't wait to see you on stage. 💪