Five years ago, if someone had claimed that South Africa’s wellness scene would soon feature sunrise DJ sets instead of late-night gins, people would have laughed.

Yet, a new kind of social gathering is emerging across the country—one that begins before sunrise and ends with clarity, not chaos, proving that things are quietly changing for the better.

The grassroots wellness movement called The After Shuffle, founded by Kyle Craig, Akshay Lala, and Asad Abbas, drives this shift. It combines a run club atmosphere with opportunities for soul recharging and cultural reimagination, attracting hundreds to early morning meet-ups across Rosebank, Rivonia, and other Joburg suburbs.

What started with three friends and a shared desire for intentional, energising weekends has tapped into a national rethinking of what it means to have fun.

‘We weren’t trying to start a trend. We just wanted to wake up feeling good—body, mind, and spirit. That’s where it started.’

~ Kyle Craig, Co-founder of The After Shuffle

Two stylish women are seated at a white table outdoors in Johannesburg, under a light-coloured umbrella. There are cans of PURA soda and takeaway coffee cups on the table, suggesting a relaxed and wellness-oriented social gathering typical of South Africa's evolving scene.

A Growing Wellness Movement

This shift reflects something deeper within South Africa’s wellness scene: a cultural priority where wellbeing is paramount. According to a recent

Statista survey, 59% of South Africans between 25–40 say they are actively trying to reduce their alcohol intake, with more than one in three reporting they choose early-morning fitness or wellness activities over nightlife.

The After Shuffle taps directly into that energy. Participants start with a light run, then flow into DJ sets, breathwork, iced coffees, and good conversation. One participant described it as “like a music festival for your soul—just before breakfast.”

Why Mindful Brands are Part of the Scene

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 hydration.

Its role in this movement is subtle but symbolic, reflecting the kind of shift more South Africans are embracing—one that doesn’t preach perfection but encourages more mindful consumption.

A can of PURA Pomegranate Sparkling Flavour soda is in sharp focus in the foreground, with a blurred background showing people at a social gathering, likely in Johannesburg. This highlights the beverage's presence within South Africa's wellness scene. The text "LIVE A LITTLE PURA" is visible on the can.

‘PURA Soda is our go-to. It’s cold, it’s clean, and it just fits the vibe. We’re not about extremes. We’re about balance. And that’s exactly what PURA represents.’

~ Asad Abbas, Co-founder of The After Shuffle

The Future of South Africa’s Social Scene

What began in Joburg is already gaining national attention, with events popping up in Durban and Pretoria and social feeds filling with photos of sunrise runs and sweaty smiles.

The energy is infectious and growing, but the founders insist they aren’t chasing sponsorships or fame. They’re building a movement where people feel better and want to come back, proving that connection doesn’t require a late night.

‘It’s about rethinking what connection looks like. We don’t need a dancefloor and drinks at midnight to feel alive. We can start with sunlight and a shuffle.’

~ Akshay Lala, Co-founder of The After Shuffle

As more South Africans become wellness-conscious and open to alternatives, this feel-good morning culture may just become the new normal.

To see the movement in action and find details on the next event, you can follow The After Shuffle on Instagram. To explore the mindful refreshments fuelling the vibe, learn more at the official PURA Soda website.