Fitness in Southeast Asia still feels like a luxury for many — a distant goal tied to expensive gyms, strict diets, or a certain look. While the industry buzzes with new brands and flashy marketing, the truth is we’re barely scratching the surface of who actually needs fitness. This isn’t a problem of scale. It’s a problem of relevance.

If we want to grow beyond the usual crowd, we have to stop chasing hype and start asking the tough questions: What value are we really creating? Who are we missing? And how do we make fitness something that fits into everyday life here?

1. Make Fitness Make Sense

Fitness isn’t one-size-fits-all. For some, it’s about chasing after their kids without running out of breath. For others, it’s managing stress or simply moving without pain. If your offering feels like a performance test, most people won’t show up. Value starts with programs that feel doable and outcomes that actually matter.

How We’ve Applied This at MOVE

At MOVE Private Fitness, we’ve learnt that relevance drives results. We shifted from selling fitness to solving real-life challenges. In onboarding, we listen first — asking what matters, what’s held people back, and what success means for them. Our coaches focus not just on technique but on communication and care, knowing that for many, this is their first real step into fitness.

Our services stay simple so coaches can focus fully on each individual. Whether it’s focused personal training or steady support to navigate lifestyle hurdles, the goal remains: make it feel doable with meaningful outcomes.

2. Design With Wider Entry Points

The fitness world often builds for the fitness-savvy, but the real growth lies with the hesitant, intimidated, or those who have tried and quit. That means rethinking onboarding, pricing, coaching style, and communication to be clearer, kinder, and more human.

3. Build Trust Over Time

In a region flooded with misinformation and unregulated claims, trust is gold. It’s earned through consistent results, honest education, and coaches who genuinely care — not flashy ads or discounts.

4. Think Locally, Lead Locally

Southeast Asia isn’t a monolith. Culture, family, work, and money shape how people engage with fitness. The brands that win are the ones that listen, adapt, and reflect the communities they serve. Real value happens when people feel seen and understood.

How We’ve Brought This Home at MOVE

We make a point to reflect the communities we serve — through local coaches, local stories, and using local language in every touchpoint from content to customer experience. The result? More people who once felt excluded now find their place with us. That’s how we know we’re moving in the right direction.

Fitness here is still growing up. As leaders, we’re not just fighting for attention — we’re shaping what fitness means for millions. The next wave of growth won’t be about speed or size. It’ll be about depth, reach, and relevance. Because scale without meaning is just noise — and we’ve had enough of that.

About Samuel Tan

Samuel has recently stepped into the role of CEO at MOVE Private Fitness, one of Southeast Asia’s fastest-growing premium personal training brands. A business and brand strategist by background, Sam is known for building purpose-led companies that blend operational excellence with culture-first leadership. He is currently leading MOVE’s next phase of expansion into new markets while developing its education arm, MOVE Nation.