Owners Opened Pure Green Franchise in Virginia Beach
Tolan and Abby Dyer expanded their local footprint by opening a new juice cafe in the Marketplace at Hilltop.
Updated on Sept. 27, 2026 in Openings & Closings
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Tolan and Abby Dyer opened a new Pure Green franchise at 737 First Colonial Road in August 2026. The cafe is located within the Marketplace at Hilltop, occupying space formerly held by a LensCrafters.
Why it matters
The owners sought to integrate nutrient-packed options into their existing fitness ecosystem to support their customers from workout to recovery. They were drawn to the brand due to its consistent year-over-year growth since launching its franchise model.
The company maintains approximately 200 locations open or in development nationwide, up from the first franchise model launch in 2020. The business occupies space at 737 First Colonial Road.
The players
Tolan and Abby Dyer
These local entrepreneurs are fitness business owners who previously established two Orangetheory studios in Virginia Beach.
Pure Green
This health food company was founded in New York City in 2014 and began offering franchise opportunities in 2020.
The details
The couple visited an existing Pure Green location in Richmond’s Carytown to evaluate the concept before establishing their own. This move complements the duo’s history in the area, as they previously launched Orangetheory studios in Red Mill and at the Marketplace at Hilltop.
Timeline
Pure Green was founded in New York City in 2014.
The couple opened an Orangetheory studio in Red Mill in 2016.
The couple opened an Orangetheory in Marketplace at Hilltop in 2017.
Pure Green launched its first franchise model in 2020.
The couple opened the Pure Green location in August 2026.
Market Landscape
This opening mirrors the broader shift toward integrated wellness hubs where fitness studios share space with nutrition-focused retailers. This consolidation positions the owners to capture a larger share of the local post-workout consumer market.
Local shoppers and gym-goers at the Marketplace at Hilltop now have direct access to a new nutrient-focused menu near existing fitness facilities. Customers can expect coordinated promotions between this location and the nearby Orangetheory studio.
The takeaway
Entrepreneurs are increasingly bundling recovery-focused nutrition services with their physical fitness ventures to maximize customer retention. Consumers in the area can anticipate cross-promotional events designed to bridge the gap between their workout and refueling routines.
Further reading
For more information on local business activity, visit Openings & Closings.
Source note: This article includes information reported by The Virginian-Pilot.
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