If you had told Joburgers a few years ago that Sunday mornings would be the new social frontier, most would’ve raised an eyebrow. But today, in pockets across the city – from Rivonia to Rosebank – something energising is happening. Before the rest of the city wakes, people gather to move, connect, and celebrate the morning light with music, mindfulness, and meaning.
At the heart of it is a movement that started with three friends and a shared love for running. Kyle Craig, Akshay Lala, and Asad Abbas were just looking for a way to make their weekends feel better – more intentional, more energising, more joyful. What they created became The After Shuffle: a wellness-forward, music-driven morning community that kicks off with a run and ends in connection. No pressure. No pretence. Just movement, rhythm, and real conversation.
“We weren’t trying to start a movement,” says co-founder Kyle Craig, “We just wanted to feel better — to still be social, but not have to recover from it the next day. That’s where it all began.”
The After Shuffle has grown from a casual catch-up into a cultural pulse. It reflects a wider shift – a reimagining of what fun and fulfilment can look like in a wellness-conscious world. South Africans are becoming more selective about how they spend their time and what they put into their bodies. It’s not about rejecting nightlife or alcohol altogether, but rather choosing moments that feel better – in the moment, and the morning after.
“There’s a new energy emerging,” Kyle adds. “People want clarity, connection, and joy. It’s a different kind of buzz — and it lasts longer.”
And that’s where PURA naturally fits in. As a beverage company built on the belief that real ingredients, less sugar, and no artificial nonsense should still taste like joy, PURA complements this evolving lifestyle. It’s not about cutting everything out – it’s about living a little better, one sip at a time.
At the After Shuffle, you’ll find PURA chilled and waiting, served alongside iced coffees and fruit platters. But it’s more than just a refreshment – it’s a reflection of the moment. Light, honest, and made for real connection.
The leaders behind the After Shuffle aren’t pushing perfection – they’re championing balance. They’ve cultivated a space where community, movement, and wellness meet joy. Where it’s okay to laugh, dance, and wake up fresh the next day.
Because for many, that’s the new version of “going out.” Not less fun – just a different kind. And as the culture shifts, PURA is proud to be there, bottle in hand, reminding us that you don’t have to change everything – you just have to start somewhere.
Live a little PURA. And discover the power of small moments made better.