If you had told South Africans just five years ago that Sunday mornings would be the next frontier of cool – filled with DJ sets, movement, mindfulness and connection — many would’ve laughed over a Saturday night gin. But things are changing. Quietly, quickly, and for the better.
Across Johannesburg, and increasingly other urban centres, a new kind of social scene is emerging. One that begins before sunrise and ends with clarity – not chaos. At the heart of this shift is a grassroots wellness movement called The After Shuffle, founded by Kyle Craig, Akshay Lala, and Asad Abbas. It’s part run club, part soul recharge, and part cultural reimagination.
“We weren’t trying to start a trend,” says Craig. “We just wanted to wake up feeling good – body, mind, and spirit. That’s where it started.”
It started with three friends and a shared desire for intentional, energising weekends. Now, The After Shuffle is drawing hundreds to early morning meet-ups across Rosebank, Rivonia, and other Joburg suburbs. And it’s not just about the run. It’s about the rhythm, the recharge, and the reminder that social lives don’t need to revolve around late nights and hangovers.
A Wellness Movement With Real Legs
This shift reflects something deeper: a national rethinking of what “fun” means in an age where wellbeing is becoming a personal and cultural priority. According to a recent Statista survey, 59% of South Africans between 25–40 say they are actively trying to reduce alcohol intake. More than 1 in 3 report choosing early-morning fitness or wellness activities over nightlife.
The After Shuffle taps into that energy. Participants start with a light run, then flow into DJ sets, breathwork, iced coffees, fresh fruit, and good conversation. One participant described it as “like a music festival for your soul — just before breakfast.”
Why PURA Fits the Vibe
At these events, PURA is not just a beverage — it’s part of the culture. The POPULAR beverage brand has become synonymous with better choices made easy. With no artificial sweeteners, significantly less sugar, and real ingredients, PURA drinks are designed for people who want flavour and feel-good.
“PURA Soda is our go-to. It’s cold, it’s clean, and it just fits the vibe,” says co-founder Asad Abbas. “We’re not about extremes. We’re about balance. And that’s exactly what PURA represents.”
PURA’s role in this movement is subtle but symbolic. It reflects the kind of shift more South Africans are embracing — one that doesn’t preach perfection but encourages more mindful consumption.
Whether it’s at an After Shuffle meet-up or your own sunrise hike, “living a little PURA” means making room for joy and wellness — no compromise needed.
Where It’s Going
What began in Joburg is already gaining national attention. Events are popping up in Durban and Pretoria. Social feeds are filled with photos of sunrise runs and sweaty smiles. The energy is infectious — and growing.
Kyle, Akshay, and Asad aren’t chasing sponsorships or fame. They’re building a movement where people feel better — and want to come back.
“It’s about rethinking what connection looks like,” adds Akshay. “We don’t need a dancefloor and drinks at midnight to feel alive. We can start with sunlight and a shuffle.”
And with South Africans becoming more wellness-conscious, socially selective, and open to alternatives — this feel-good morning culture may just become the new normal.