Jay Morton Partners With Pure Ionic Water

Jay Morton Partners With Pure Ionic Water. Why He’s Upgrading His Family’s Hydration


In the unforgiving world of the SAS, survival depends on razor-sharp decisions, peak physical condition, and total trust in your equipment. Jay Morton lived that reality for over a decade as a decorated operator in the UK’s elite Special Forces.

Today, as an adventurer, author, expedition leader (including two Everest summits), and Directing Staff on Channel 4’s SAS: Who Dares Wins, Jay applies the same uncompromising standards to his health and his family’s wellbeing.That’s why he’s now proudly partnering with Pure Ionic Water.Who Is Jay Morton?Jay served 14 years in the British Army, 4 years with the Parachute Regiment and 10 years in the SAS. He completed multiple tours in Afghanistan and Iraq, covert deployments, and qualified as a Patrol Medic and Military Mountain Guide. After leaving the military in 2018, he became a household name through SAS: Who Dares Wins, authored the bestselling book Soldier: Respect is Earned, and now leads high-level expeditions while mentoring others on mindset, resilience, and performance.

Jay doesn’t endorse products lightly. When he chooses something for his home and family, it has to meet elite standards.
Why Jay Chose Pure Ionic WaterYou might recognise Jay from our homepage. We got in touch with Jay as we followed his SAS show, Instagram and were fans of his book. So when we had an opportunity to talk business with him, we jumped at the chance.

The partnership works well as we're both perfectly aligned on our motto: purity, health and performance. Jay understands the need for water that's free of contaminates, aids healthy day-to-day nutrition and performs at elite levels.









“UK tap water isn’t what it used to be. I want the best possible water for my family — water that’s properly clean and actually supports health and recovery.”
He highlights how Pure Ionic Water removes the contaminants modern tap water often carries (microplastics, heavy metals, chlorine, fluoride, PFAS, hormones, bacteria and more) while transforming it into something far superior.What Makes Pure Ionic Water Different?Pure Ionic Water isn’t just another filter. It’s a complete 3-in-1 water transformation system installed under your sink:
  • Superior Quantum Filtration — Filters at an industry-leading 0.002μm (most filters only go to 0.01μm), removing up to 99.98% of pollutants without clogging or losing water pressure.
  • Patented Enhancement Technology — Once the water is ultra-pure, it’s enriched with hydrogen, electrolytes (including magnesium), and antioxidants, creating alkaline water (pH 8.5–10.5) with negative ORP.
  • No electricity. No waste water. No chemicals. Just pure, enhanced water straight from your tap.
The result? Hydrogen-rich, antioxidant, anti-inflammatory water designed for elite athletes but perfect for everyday families.The Benefits Jay and Elite Athletes Want
    • Powerful antioxidant effects that help neutralise free radicals
    • Anti-inflammatory properties
    • Better hydration and recovery
    • Support for muscle function, energy, and digestion
    • Cleaner water for the whole household (including pets)
    Jay specifically loves that it gives his family the same level of care and performance edge he demanded in the military, but delivered simply from the kitchen tap.Why This Partnership Makes Perfect SenseJay Morton represents the pinnacle of discipline, resilience, and high performance. Pure Ionic Water was created by scientists and nutritionists to deliver the very best water possible for health and performance.

    Together, they represent a powerful message:
    Elite results start with elite foundations — and that includes the water you drink every single day.

    Ready to Experience What Jay Morton Drinks at Home?If you’re serious about your health, recovery, energy levels, or simply giving your family the cleanest, most beneficial water possible, Pure Ionic Water is worth serious consideration.✅ Easy under-sink installation (DIY or professional)
    ✅ No electricity or waste water
    ✅ Filter & Enhancement Vessels last a full year
    ✅ Transforms ordinary tap water into premium hydrogen-rich alkaline water    Take the same step Jay Morton has taken for his family. Upgrade your water. Upgrade your hydration. Upgrade your performance.

    On top of it all there's a code for FREE installation and £50 off - a discount of £180! Use code JAY-VIP at the checkout to get your discount and drink the very best water at home. Simply tap here to SHOP NOW with the exclusive discount. Please note you HAVE to select Installation for this code to give you your discount.