As Malaysians increasingly prioritise a healthier lifestyle, fitness enthusiasts are seeking more flexible and diverse options, such as subscription-based fitness services.
Joining the local subscription-based fitness market recently is 1Fit. Their solution to the age-old dilemma of choosing the right fitness centre is a single membership that grants access to a wide range of gyms and studios across multiple cities.
1Fit’s journey began in 2017 in Almaty, Kazakhstan, when Murat Alikhanov and his co-founders—Abzal Toremuratuly, Askar Akshabayev, and Meir Adylzhanov—decided to create something that would truly add value to people’s lives.
“I began my career in finance and investment, but over time, I realised that I wanted to create something of my own, something meaningful,” he told Vulcan Post.
Initially focused on software development, the team pivoted to the fitness industry after a major client pulled out, leaving them with resources and a desire to innovate.
“The idea of creating 1Fit came about quite unexpectedly,” Murat explained. “We liked the concept of a single fitness membership that allowed people to visit different gyms and studios without being tied to one place. This flexibility is what sets us apart from traditional fitness centres.”
Since then, 1Fit has expanded its services across Central Asia, including countries like Uzbekistan, Kyrgyzstan, and Azerbaijan. Now, the brand is making its mark in Malaysia, where the fitness market is actively developing and ripe for disruption.
Competing among competitors
1Fit’s concept might remind some of ClassPass, but Murat said there are notable differences between 1Fit and their competitors.
ClassPass, a New York-based company, entered the Malaysian market in 2018 offering a similar subscription-based service, allowing users to access multiple fitness studios. During that time, Singapore-based Guava Pass also entered the market, but it was acquired by ClassPass in 2019.
Speaking on why they’re different compared to other platforms, Murat explained, “Customers can choose a membership plan that allows users access to a myriad of gyms, fitness studios, classes, and recovery therapies.”
“We provide our users with an unlimited membership that allows them to attend classes as many times as they want. This makes our service more affordable and appealing to a wider audience.”
They cover a wide range of activities, from high-intensity workouts to yoga, pilates, and even restorative treatments like massages and cold plunge therapy. This variety ensures that both fitness newbies and seasoned enthusiasts can find something that suits their needs.
Besides, a quick search of their subscription plans revealed that ClassPass monthly subscription packages are based on credits, whereas 1Fit monthly subscription packages depend on mainly how many freeze days one wants.
“We also offer a free option to pause the membership for various reasons, from injuries to a simple vacation. All it takes is a few clicks in the app, and of course, it’s completely free.”
“This feature preserves the user’s membership days, streak, ranking, and achievement progress, ensuring they don’t lose motivation after a brief break,” he said.
Additionally, 1Fit includes social features within its app, enabling users to follow friends, share progress, and meet like-minded people.
However, it’s important to note that the “best choice” between 1Fit and other fitness subscription services ultimately depends on individual preferences and usage patterns.
ClassPass’s credit-based system may be more cost effective for those who frequently visit the same studios, while 1Fit’s unlimited membership might be more appealing for those seeking variety and flexibility.
The business of fitness flexibility
1Fit operates on a straightforward yet effective business model. Its primary revenue comes from membership sales, offering users access to a vast network of gyms, fitness studios, and recovery services.
The difference between total sales and payments to partner fitness centres determines the company’s profit margin. By increasing sales volumes, 1Fit aims to cover all operational expenses, marketing, and other costs.
The company’s approach to customer support also sets it apart, said Murat. Murat claimed that 1Fit’s support team responds within 30 seconds directly in the app, ensuring users receive immediate help when needed.
This quick response time, coupled with a flexible cancellation policy and no hidden fees, makes 1Fit an appealing choice for those who value transparency and convenience.
He also added that they collect user feedback wherever possible. “We conduct hundreds of user sessions each year, and so far, we’ve engaged with users from 20 different countries. We also hold sessions with users of similar apps to understand what they like and what might be beneficial for our users,” he shared.
Why Malaysia?
For 1Fit, choosing Malaysia as its next market was a strategic decision based on several factors. Murat highlighted the country’s stable economy, high level of English proficiency, and growing interest in flexible fitness solutions as key reasons.
“We see that the Malaysian economy is on the rise, and there’s a significant interest in our product. People here could enthusiastically embrace the single fitness membership model,” he said.
Moreover, Malaysia’s year-round tropical climate presents a unique opportunity for 1Fit. Unlike other markets where seasonal changes affect gym attendance, Malaysia’s consistent weather allows for a steady demand for various fitness activities.
1Fit’s target audience in Malaysia includes a diverse range of fitness enthusiasts.
“Our product is perfect for people who don’t want to stick to just one type of sport,” Murat said. “They can combine gym workouts, yoga, high-intensity sessions, and recovery treatments, all under one membership. This variety helps keep their routine engaging and balanced.”
Their vision for Malaysia
With nearly 300 fitness centres and recovery procedure partners already on board, 1Fit is poised to become a significant player in Malaysia’s fitness landscape.
In the short term, the company aims to ensure rapid and efficient growth in the Klang Valley area by actively expanding its user base and increasing the network of partner studios.
“We plan to expand across other cities in Malaysia, leveraging on our learnings and insights. Our goal is to adapt to local conditions and provide users with a convenient and diverse fitness experience,” said Murat.
In the long term, the focus is on ensuring that the markets they launch in are successful, to expand their footprint regionally.
As the fitness industry in Malaysia continues to grow, 1Fit’s approach offers another refreshing alternative to traditional gym memberships.
Featured Image Credit: 1Fit
