PURE Life Experiences was founded in 2009 by travel visionaries Serge Dive and Sarah Ball (Beyond Luxury Media Ltd.). Their ambition was to create a platform for an emerging movement of mavericks re-imagining the role of high-end, experiential travel to positively impact conservation efforts and transform lives.
Today, PURE is a global community of heroes changing worlds by catalysing adventure, personal connections and a conscientious approach to the environment and local communities. These ‘PUREists’ gather once a year in Marrakech for a week of ideas, inspiration and innovation, sparked by an annual conference and seminars, nurtured by three days of pre-scheduled meetings and punctuated by networking lunches and parties. Jimmy was invited to speak at the event in 2015,