Team Pure

This is one of those rarer working partnerships that will either leave you scratching your heads or, we hope, admiring us for our achievements both professionally and personally. We are a husband and wife and ex-wife team. An unusual combination! Two Brits and one mad Norwegian. Naturally the Norwegian had to be the bloke in this combination and married two English brides, as a true Viking one just simply wasn’t enough. By the way in case you were wondering we are not some mad hippie types living all together commune-style, but we are great at working together as a family and a team.

Having lived outside of our native homes for more than half a century combined we consider ourselves citizens of Europe, although we have lived and worked worldwide.  Our resumes span a broad spectrum of arenas. We have a great blend of disciplines between us some unique to one particular individual others empower us all.

The Husband – Henning

The quickest most accurate description of Henning Erlandsen is probably his inordinate amount of energy, focus and drive. Attention to detail, never derailing from the task in hand, always seeing the bigger picture, organised, a list man. Doesn’t mess with his words, will call you a complete muppet if you are behaving/behaved like one.

He doesn’t give a toss if it’s politically correct or not, it’s his style and people like it. The last 12 years have been spent focusing on building a brand with a couple of yankee dudes. It turned out pretty well after an astonishing amount of blood, sweat, guts and tears. If you are slightly into snowboarding, skateboarding, surfing, in any shape or form then you will have heard of Nixon, or if you just like cool stash then you will know them as well. Henning, is also involved in Art Events , so if you like original cool stuff without having to take out a mortage then check out Art Mosh.  Henning also is involved in a Satellite Consulting Agency working on events, consulting for brands, etc…

So, the taskmaster brings to the table his ability to drive the project forwards, ridiculous amounts of experience working across Europe in branding, marketing, pr, sales, distribution, and a whole wealth of travel experiences.  He’s stayed in most of the top boutique hotels in most of the major cities across Europe and worldwide including London, Paris, Berlin, Tokyo, New York, LA, San Diego to name but a recent few, and there’s something wrong with nearly all of them.

He is particular, a fixer, resourceful, original and a supreme networker. With 5 kids to feed and put through school, he makes sure that whatever he puts his name to works..

Fiona -The Wife

Fiona adds youth-culture perspective, superb language skills and a multi-tasking-techi brain to the mix (describes herself as a “through the line marketing, spreadsheet tastic, research nerd”) She fell into marketing in the media world in the 90’s before the .com boom, when circulation was still more important than the destruction of the planet (FHM one hundred sexiest issue 1000,000 copies).

Working across a whole host of titles from teen to music, to men’s to entertainment and the launch of Heat (as a weekly entertainment magazine and it’s re-launch of what it is today) Other titles included FHM, Arena, The Face, Empire , Q , New Woman , Red , and Smash Hits.

Poached from the London scene to the beauty of the French Alps, she was marketing manager of a group of Pan-European Board Sports Magazines focusing on promotions, circulation, European Event management and development. Formerly know as Action Sports Media, now Factory Media they are now happily back in the East London Scene.

Driven by creativity, inspired by cultures, embracing the empowerment of local knowledge Fiona has been a media brand builder for several Action Sports brands in Europe on the run up to the launch of the Pure empire. How she found the time is still a mystery but during the process she managed a diploma in interior design, three children in 3 years (twins), a lucrative sideline in renting out properties, and an addiction for all things web.

Tracey – The Ex-Wife

With a passion for travel Tracey was happiest roaming far-off places with a backpack and camera, until the money ran out that is… Long spells of travel were broken up by shorter spells of work (including boat charters in Oz, property sales in Bali, running a bungee jumping company in the UK and 5 years of snowboard camps in Norway – all the usual stuff you do as a youngster!)

In the early 90’s she started the climb into the heady world of photography working as an art agent for fab photographer Steve Hoskins. Based in a warehouse on the edge of the Thames in Putney it all sounded glam, but really involved carrying a portfolio weighing more than ones good self up and down Underground escalators and then up and down Ad agency stairs (this was before the internet and digital revolution)

Re-locating back to Lanzarote in 2003 Tracey was co-owner of Kemp Erlandsen, a communications company specialising in events in the Canaries. These events were as diverse as corporate conferences, music concerts, holistic events, sailing regatta’s and sports challenges.

Today, loving the simple island life with her children, when not working on Pure she enjoys keeping her hand in with photo production company Shoot Canaries . The small motley crew have handled handled production on advertising and editorial shoots for clients including The Telelgraph, Mixte Magazine (Paris), Nissan,The Pentland Group, Health and Fitness Magazine and worked alongside photographers including; Jam, JoshOlins, John Hicks.