Bluewater, the Swedish water technology company, partnered with Thrive by WHX as the Official Hydration Partner at Africa’s leading sport and wellness exhibition, held from 2–4 September 2025 at the Cape Town International Convention Centre (CTICC).
The three-day summit, which is the flagship wellness, sport, and longevity event of the World Health Expo, welcomed more than 10,000 athletes, coaches, health enthusiasts, and business leaders. Bluewater provided refill stations throughout the venue, enabling visitors to access purified drinking water without the use of single-use plastic bottles.
Janneke Brasecke, Managing Director of Bluewater South Africa, said: “We know athletes, trainers, and fans all push their limits here. Our job is simple: keep people hydrated with water that’s not only healthier for their bodies, but better for the planet too. Once you taste and feel the difference, it’s hard to go back.”
Competitors received stainless steel bottles, while attendees could purchase reusable Bluewater bottles at the event. The company’s SuperiorOsmosis™ technology, which it says removes up to 99% of pollutants such as chemicals, heavy metals, pesticides, and microplastics, was used across the stations. The system is also designed to deliver water faster and with less wastewater compared to conventional purification systems.
Bluewater’s presence highlighted broader sustainability challenges in Africa, where bottled water remains a common solution to municipal supply issues, and in the Middle East, where bottled water consumption is among the highest globally. The company positioned its technology as a viable alternative for large-scale events and daily use, in line with sustainability initiatives such as the UAE’s Net Zero 2050 strategy.
“Filling your own bottle might feel small,” added Brasecke. “But multiply that by thousands of people, and suddenly you’ve changed the culture of how we link wellness and sustainability.”