Do this with the fire button.
3 quick clicks takes you to the menu
3 quick clicks takes you to puff counter
1 long click (press and hold) to enter puff counter menu
It should say this..
Then a number, 0 - whatever.
This happened to me once. I went into this menu, clicked the + button (where you change watts, etc) and the word NEVER changed to 1. Then click - and it went back to NEVER. Then long click the fire button. It will ask if you want to reset the puff counter. Just click the minus button again to go from 1 to NEVER. Then long click again.
When I did this it worked for me. Let us know if that fixes it.