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A Pure Pursuit

Steinlager Pure has launched a sponsorship of an incredible 15 time world record holding New Zealander – William Trubridge – with a moving national ad campaign

July 3 2014

Steinlager Pure has launched a sponsorship of an incredible 15 time world record holding New Zealander – William Trubridge – with a moving national ad campaign.

Trubridge is a world champion free diver based in the Bahamas, who pushes himself to extreme limits of physical and mental endurance and holds the current world record for an unassisted free dive. 

Operating on a set of lungs that have been intensely trained to hold 8.1 litres of air (average is around 6 litres) – in 2010 he set the current world record of 101 metres. 

While fellow record-breaking Kiwi’s have scaled great heights, conquering the top of the world, William Trubridge dives to its dark depths, in the pure pursuit of excellence.

Trubridge shares: “The appeal of free diving is how different it is to any other sport. The fact we’re completely immersed in liquid; a single breath, the weightlessness, the absence of sounds, the dullness of the colours…everything is subtracted.”

 At 100 metres deep, there’s no longer light, sound or gravity as we know it – everything is stripped away, leaving just the diver and his mental strength, stamina and resilience.

Michael Taylor from Steinlager, comments, “We’re excited to get behind Will as he continually trains and challenges himself in his sport. He’s an amazing New Zealander doing outstanding things on a world stage – he epitomizes the indomitable Kiwi spirit, and we are excited about giving William the recognition he deserves by encouraging the support of the nation.”

There is symmetry between Trubridge’s poetry for his sport and the simplicity of Steinlager Pure, which contains only four New Zealand sourced ingredients – water, barley, hops and yeast.

 “The way William describes his sport underlines the parallels in his pursuit for purity with our own Steinlager Pure. No unnecessary ingredients, just absolute simplicity at its best, from the world’s purest place,” says Taylor.

Though he has a global reputation for his free diving success, William Trubridge is relatively unknown in his home country of New Zealand.




William Trubridge & Free Diving Quick Facts:

  • William is based in the Bahamas, living near a massive underwater sinkhole called Dean’s Blue Hole, a 200 metre deep cavern that’s perfect for free diving.
  • The pressure at the depths William dives to could easily crush untrained lungs
  • Adrenaline can work against a free diver, so instead of psyching himself up before a dive, William must calm himself to control nerves and anxiety and feel completely relaxed in order to conserve oxygen
  • William practices meditation and yoga as part of his training
  • William can hold his breath for seven and a half minutes (the average is around one minute, maybe two at a stretch before an overwhelming urge to inhale kicks in)
  • 40 people die each year from free diving accidents
  • At a depth of 50 metres, a free diver will have a lung volume only one sixth that of its volume on the surface