Meet Our Founders
Forging resilience from the inside out
Julia Shulman
Co-Founder
Benjamin Peker
Co-Founder
Holistic Wellness Expert, Family Therapist, Wellness Coach, and Hypnotherapist dedicated to empowering individuals and families to lead fulfilling lives.
Academic Background:
- • MA in Forensic Mental Health Counseling (John Jay College)
- • MS in History & Theory of Psychology (University of Edinburgh)
- • BA Cum Laude in Forensic Psychology (John Jay College)
Certifications:
- • LIBERATE Certified Meditation Coach
- • Emotional Freedom Technique (EFT) Certified
- • Komyo ReikiDo Shihan/Master
Founder of Mindscaping NYC, a successful wellness and hypnotherapy practice focused on personalized plans for stress management, holistic health, and personal development.
Industry veteran with over 20 years of combined experience in the fitness, nutrition, and business industries, bringing a unique blend of business acumen and wellness knowledge.
Professional Experience:
- • General Manager at Retro Fitness
- • Founder of Pure Fire Nutritional Supplements LLC
- • Founder of Lapis AI Consults
- • IT Support & Network Administration
With extensive leadership in the fitness industry, Benjamin brings deep understanding of consumer needs and market dynamics, combined with a passion for leveraging technology and AI for business innovation.
Committed to continuous improvement, exceptional service, and the belief that a positive attitude impacts every aspect of life and business.
For a combined two decades, we have dedicated our lives to exploring the frontiers of human potential, but from two very different, yet complementary, worlds. One of us (Benjamin) has been on the front lines of physical performance, building and managing fitness empires where the drive for peak physical condition is relentless. The other (Julia) has worked in the intricate world of the human mind, guiding individuals and families toward holistic wellness and mental resilience as a therapist and wellness coach.
We saw the same struggle from two different angles: people were either building an engine with no driver or training a driver with no engine. The market was saturated with supplements that promised to fuel the body but ignored the mind—the very source of our drive, focus, and resilience.
"We realized that true strength isn't just about what your body can endure. It's about the fire in your mind. We wanted to create something that fuels both."
That is the genesis of Pure Fire. It's the culmination of our shared mission to bridge the gap between mental and physical excellence. We grew frustrated with the endless sea of products that offered temporary fixes but failed to create lasting, integrated strength. So, we decided to build it ourselves.
Unifying Mind and Body
Our approach is what makes Pure Fire fundamentally different. We've woven together two distinct fields of expertise into a single, powerful philosophy.
With Benjamin's 20+ years of in-the-trenches experience in the fitness and nutrition industry, we understand what it takes to drive physical performance. This is complemented by Julia's deep clinical and academic background in mental wellness—holding Masters degrees in both Psychology and Mental Health Counseling and running a successful wellness and hypnotherapy practice, Mindscaping NYC.
"Pure Fire isn't just a product; it's a principle. It's the understanding that your mental clarity and your physical vitality are not separate. They are one and the same."
We've obsessed over curating authentic, science-backed products that we, and our families, would not just take, but trust implicitly. For us, a fulfilling life is about more than just achieving goals. It's about having the energy and mental clarity to be present for our loved ones and to live with a sense of purpose, every single day.
Pure Fire is the tool we created to help us, and now you, do just that.
We are incredibly proud to share this with you.
Julia Shulman & Benjamin Peker
Co-Founding Partners, Pure Fire
Our Mission
We believe wellness begins with understanding. The body and mind are adaptive systems — constantly responding to environment, stress, recovery, behavior, and awareness.
Our goal is not simply to offer products, but to support informed, empowered approaches to cognitive vitality, resilience, longevity, and whole-person wellness. We curate only what we trust — products we use ourselves and would give to our families.
"Because some perspectives create limitation. Others create possibility."
Our Core Values
The principles that guide everything we do at Pure Fire Nutritional
We never compromise on scientific accuracy. Our formulations are based on peer-reviewed research and proven clinical outcomes.
We maintain the highest quality standards through rigorous testing, premium ingredients, and state-of-the-art manufacturing processes.
Your health goals are our priority. We provide personalized guidance and support to help you achieve optimal wellness and longevity.