[This is a sponsored article with MOVE Private Fitness.]
In an industry where cookie-cutter classes and subscription-based models reign supreme, MOVE Private Fitness (MOVE) is shaking things up.
Founded in 2020 by personal trainers-turned-entrepreneurs Justin Foo and CJ Lee, MOVE has rapidly grown to six studios across Malaysia and is now setting its sights on Bangkok.
From trainers to trailblazers
Justin and CJ’s journey from personal trainers to business owners wasn’t just about making a name for themselves, it was about addressing the gaps they saw in the fitness industry.
“We were frustrated by how people were paying for training services to non-qualified trainers, superstar trainers imposing their gruelling workout methods on clients who were not fit, and people getting sold expensive gimmicks that never provided any sustainable change,” CJ told Vulcan Post.
Their answer? A fitness brand that prioritises personal training above all else.
Starting in Melaka, MOVE quickly established itself as a hub for personalised fitness.
The brand’s approach is simple: no classes, no subscriptions—just 100% appointment-based training sessions tailored to each client’s individual needs.
This model has resonated particularly well with MOVE’s primary demographic consisting of adults aged 45-55 who value personalisation and privacy.
Another key demographic MOVE serves includes entrepreneurs and busy parents with hectic schedules, as they often find it difficult to squeeze in health, diet, and fitness in their lives.
Since its launch, MOVE has served over 1,200 clients, with many working with their personal trainers for an average of 12 months to achieve their individual fitness goals.
What makes MOVE’s model successful is its focus on the client experience.
For one, the introductory Live More Kickstarter (LMK) programme, with a starting price of RM630 for three sessions, is designed to help clients and trainers strategise how to meet fitness goals.
This introductory programme takes into account not just exercise, but lifestyle factors like diet, sleep, and stress. This highly individualised approach is particularly appealing to MOVE’s slightly older clientele, many of whom have chronic illnesses or injuries.
“We have an in-house education department in every studio to oversee the scientific and technical aspects of training,” Justin said. “This ensures that we can cater to various health-related needs and help our clients progress and hopefully improve their conditions over time.”
Building a strong internal culture
Other than providing a unique approach for its clientele, what sets MOVE apart is its commitment to building a strong internal culture, something CJ noted is often overlooked in the fitness industry.
“Many gym and studio owners assume that the key to having a competitive advantage in the market is about having great amenities, exercise equipment, superstar instructors, and great marketing,” he explained. “What about the personal trainers? Sadly, this topic is often sidelined.”
MOVE’s philosophy is different. They see their trainers not as headcounts but as “heart counts.”
This approach has translated into tangible career growth opportunities for MOVE’s over 40 coaches. The co-founders shared that while up to 90% of applicants don’t make the cut, those who do are supported every step of the way.
“We channel a lot of resources towards making this a life-changing career for our coaches, allowing them to evolve into roles that create bigger impact and yield bigger rewards,” CJ said.
This includes mentorship from industry veterans, opportunities to pursue passions like public speaking, and even the chance to become shareholders and business owners in MOVE’s expansion.
Expanding with purpose
MOVE’s venture-building business model is another key to its rapid growth. With each new studio, MOVE doesn’t just expand its footprint, but also its community of dedicated trainers and clients.
As of 2024, MOVE has seven outlets which span across Melaka, KL, and Bangkok.
The brand’s move to Thailand is a natural next step, driven by CJ’s long-standing connections up north. “The Thailand expansion came about when CJ reached out to his ex-boss in Bangkok whom he used to work for 10 years ago and pitched him a partnership via merging together,” Justin revealed.
Starting in August 2024, the Bangkok studio has opened, and this is just the beginning.
MOVE plans to open two more branches in Bangkok by the end of 2025, along with additional studios in Malaysia, bringing the total number to 12. To support this growth, MOVE is gearing up for a private fundraising round at the end of the year.
As MOVE continues to grow, its founders remain committed to their original mission: offering a level of service, customer care, and personalisation that’s unparalleled in the fitness industry.
With their upcoming expansion into Bangkok and beyond, Justin and CJ aren’t just building a business—they’re building a community of like-minded individuals who value fitness, health, and personal growth.
“We know that with great partners, anything is possible,” CJ said. Given MOVE’s progress so far, there’s likely much more to look forward to.
Featured Image Credit: MOVE Private Fitness
