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Sarawak and Borneo always had strong communities, culture, and a growing awareness around health and wellness.
KUCHING (April 19): Competition in Sarawak’s fitness scene is heating up as the entry of global brand, Anytime Fitness, is seen as a strong vote of confidence in Sarawak’s – and Borneo’s – growing fitness market.
What began as a scattered landscape of small, independent gyms serving specific neighbourhoods and corporate areas has evolved rapidly. In response to rising demand, the industry is shifting toward more flexible and customer-centric models.
FHR Alliance Sdn Bhd — which operates the Anytime Fitness brand in Malaysia — sees that the fitness industry in East Malaysia is growing, but still evolving.
Its director of operations, Hazli Bojili, observed that Sarawak and Borneo always had strong communities, culture, and a growing awareness around health and wellness.
“There’s more awareness now, which is a great sign,” he enthused in an exclusive interview, adding that there was still a gap between starting and sustaining a healthy lifestyle.
“Right now, we’re looking at roughly about a two per cent participation rate which means only about 2 out of 100 people are actively trying to stay physically active. That also means 98 per cent are still largely sedentary.
“And to me, that signals opportunity. It shows that the industry is big enough, and there’s room for more gyms, health clubs, and fitness organisations to come together to move the needle forward.
“The real challenge and opportunity is how we take those 98 people from not even considering a change, into the stage of contemplation. And that shift starts with awareness.”
Meanwhile, other businesses are taking a different approach; take Level Up Fitness for example, which is looking to expand into Klang Valley with a new branch in Paradigm Mall.
Level up Director and founder, Kenny Sia, said part of the reason for this expansion is to elevate the brand.
“You can grow as big as you want there (in Klang Valley), but everyone knows that nothing fundamental about Level Up is going to change — we’re still proudly Sarawakian at heart.
“By establishing a strong presence there, we’re putting our brand in a place that’s highly recognisable. Being a Sarawakian brand that’s expanding into the peninsula carries a huge responsibility.
“As much as I don’t seek external acknowledgement, internally our team and I are very proud of what we’re achieving.
“Ultimately, I want Sarawakians to feel the same pride when a local brand succeeds in KL or beyond, just as we feel when international brands come here.
Level Up: No slowdown anytime soon
One of the biggest trends sweeping gym businesses is the move to 24/7 access.
As the first gym to introduce this 24/7 business model in Malaysia, Level Up stands as the foundational player that helped spark this growth, having opened its very first Kuching outlet in October 2009.
As a 100 per cent Malaysian homegrown chain born in Kuching, Level Up revolutionised the local fitness scene by introducing premium group fitness classes and expanding into a network of outlets across Kuching, with additional presence in Miri, Bintulu, Sabah and even Johor and Terengganu.
Sia told BizHive that the strategy that worked for him was the shift from premium to a more affordable gym pricing model.
Kenny Sia
“From day one, my goal was to lower the barriers of entry. We offered two free personal training sessions for beginners and unlimited free group classes, including Les Mills programmes like Body Pump and Body Combat.
“We were the first – and are still the only – Les Mills licensee in Borneo,” he told during an exclusive interview.
“However, bringing in high-quality services came at a high cost. I had to train my own instructors and fly in trainers from outside Sarawak, paying for their accommodation and rates.”
Sia also recalled the time when he first began the business, as customers complaining of high pricing compared to typical shop-lot gyms.
“In fact, for the first two years, despite the gym being full and classes packed with people, we faced a loss of RM2 million,” he revealed.
“Towels went missing at an alarming rate, and as a first-time business owner, I struggled to say ‘no’ to customers.
“By 2011, I realised things had to change. I got more hands-on, introduced structure, and started addressing inefficiencies. I noticed that both high-end and low-cost gyms could thrive.
“Drawing from my IT background and observations of low-cost models in Europe, I decided to create a more efficient operation. This led to Level Up becoming the first 24-hour gym in Malaysia at Arena Sukan.”
The key, he said, was leveraging technology and automation to reduce costs while maintaining quality.
Since then, Sia says Level Up expanded into Sabah by way of distressed sales — a term used to denote transactions whereby a seller, under severe financial or personal duress, must sell assets quickly, typically resulting in a price significantly below market value.
“In 2015, we entered Sabah by purchasing Core Gym in Kota Kinabalu from its owner, who was struggling financially. It was a distressed sale, but it allowed us to grow beyond Sarawak,” he explained.
Soon to come is Level Up’s inaugural branch in Kuala Lumpur at Paradigm Mall, taking over a previous gym space as well. Sia noted that response for the Paradigm Mall outlet had been encouraging, with more members signing up than the previous gym.
“We are opening in Paradigm, Petaling Jaya through another opportunity with a mall. The gym was previously 12 years old with poor equipment and air-conditioning issues, so we did a rebrand and renovation. We plan to open in September.”
As for its expansion in Kuching, Sia said Level Up was close to completing another branch in the 6th Mile area.
Touching on increasing gym competition, Sia had this to say: “Honestly, none of this is new to us. These aren’t things we’ve never done before. So when something like this happens, it doesn’t feel unusual at all.
“Competition is natural. Anytime Fitness entering Kuching with two branches is a positive sign that the fitness market here is maturing and becoming mainstream. It validates what I’ve been trying to do for 20 years.
“The fitness franchise scene is quite diverse — not all brands or operators are the same. Our brand, Level Up, is recognisable because people can actually experience and purchase our product — they know what they’re getting.”
Level Up revolutionised the local fitness scene by introducing premium group fitness classes and expanding into a network of outlets across Kuching, with additional presence in Miri, Bintulu, Sabah and even Johor and Terengganu.
Anytime Fitness: A force to be reckoned with
The inaugural entry of the Anytime Fitness brand into Borneo is testament to the adage, “right place, right time”.
According to Hazli, Sarawak and Borneo always had strong communities, culture, and a growing awareness around health and wellness.
Hazli Bojili
“What we are seeing now is a shift where people are no longer just thinking about fitness as “nice to have,” but as something essential to their quality of life.
“Now feels right, because the market is ready and more importantly, we are ready to come in not just as a gym, but as a long-term partner in building healthier communities,” he said to BizHive.
Hazli noted that the biggest gap was in terms of exercise guidance, consistency, belonging, and accessibility.
“Many start their fitness journey, but do not sustain it. They either feel lost, intimidated, unsupported or sometimes, it is simply not convenient enough to stay consistent,” he explained.
“What we aim to bring is structure, coaching, and a community that actually checks in on you, not just a place where you swipe a card and disappear.
“At the same time, accessibility is a big part of what we offer. With one membership, our members have access to over 6,000 Anytime Fitness gyms worldwide. So whether you’re at home, travelling, or constantly on the move, your routine doesn’t have to stop.”
He also said the biggest challenge is consistency — not just for members, but for operators as well to a community to maintain the business.
“If you can build a space where people feel seen, supported, and guided, that’s where real retention happens.
“Under our group, FHR Alliance, we want to go beyond just being a place where people sign up for a membership. We want to be human in the way we connect; to be present, approachable, and truly engaged with the people we serve.
“That means delivering consistent experiences, building strong teams, and creating real impact in people’s lives.
“It also means making fitness accessible and inclusive; creating a safe space where everyone feels they belong, regardless of where they are in their journey, and where they can grow into a better version of themselves.”
With more education, awareness, and a stronger demand for quality coaching — combined with better technology and facilities — Hazli believes businesses here have the potential to elevate the standard of fitness to the next level.
“But most importantly, it has to be done together with the local communities. When you build with the community, that’s when real, lasting impact happens and that’s why I truly believe the future of fitness in Sarawak and Borneo is very bright,” he said.
“Build strong systems, invest in your team, invest in your community, and stay consistent in how you show up.
“At the end of the day, this is a fast-paced industry but it rewards those who show up, day after day, and genuinely care about the people they serve. It’s as simple as that.”
The inaugural entry of the Anytime Fitness brand into Borneo is testament to the adage, “right place, right time”.
Sweat Factory taps into functional fitness
Individual gyms and fitness centres across Sarawak are tapping into growing demand for functional fitness.
According to Richard Yu, business owner of Sweat Factory, part of his clientele includes those seeking simpler forms of functional fitness as part of their weight loss journey or even rehabilitation from injury.
Yu says that part of his clientele includes those seeking simpler forms of functional fitness as part of their weight loss journey or even rehabilitation from injury.
“We focus on the basics: push and pull movements, squats, and hinges, mixed with cardio.
“While brands like CrossFit or races like Hyrox and Spartan use these same movements, we don’t feel the need to pay for the brand name. We package it in a way that is simple and effective,” he told BizHive,.
“The main thing we focus on is weight loss and mobility. With weight loss, we are very honest with our members. You cannot lose weight through the gym alone; it requires nutrition. We combine the two to help them reach their goals.
“We also offer one-on-one personal training to help seniors or those in recovery regain the strength and mobility they’ve lost. Besides that, we do provide group classes for those who just want to stay active with general fitness.”
Yu said his approach to his gym business does not revolve around quantity, but quality.
“Our style is different. Big gyms often rely on high-volume memberships and personal training, but their members are often ‘lost’ on the floor without instruction,” he commented.
“We focus on smaller group training. In a class of 15 pax, a coach can actually spot your posture and correct your form. That instruction and community are what keep people coming back.”
Yu further explained that his gym’s relocation from Kota Samarahan to the Tabuan Jaya vicinity was also a response to his clients’ requests as a majority of them are closer in Kuching town areas.
“Sweat Factory evolved through trial and error. We originally started in the Samarahan area right after the second wave of the pandemic. We initially trained like CrossFitters — all out, every day, until you were exhausted.
“However, we realised our demographic was not just youngsters, but also middle-aged adults. They did not necessarily want to be pushed to the point of collapse.
“We had to simplify the format and create different classes that allow them to push themselves at their own pace. Our growth was largely organic. However, most of our community was on the Kuching side of the river.
“During the construction of the roundabouts and traffic lights near Samarahan, traffic jams became a major deterrent. A one-hour jam just to get to a workout is a lot to ask. Moving here (to Tabuan Jaya) allowed us to be closer to our core members and tap into the corporate worker market.”
As gyms are very localised businesses, Yu was also looking into the possibility of duplicating his model in other areas like Matang or MJC to reach people where they live.
“Our goal remains education. People often look for “quick fixes” like medicine or supplements to cure health issues — Those might work for a period of time, but if your lifestyle does not change, the weight comes back.
“We teach the basics and ask for patience — usually, it takes about three months to see real, sustainable results. We want people to move with a purpose.”
Sweat Factory’’s relocation from Kota Samarahan to the Tabuan Jaya vicinity was also a response to his clients’ requests as a majority of them are closer in Kuching town areas.
Bornean Wolves Studio: Towards a healthier community
Bornean Wolves Studio business owner Vincent Mallang Alfred shares the same sentiment with his passion for helping people achieve healthier lifestyles, leading him to pursue a full-time career in fitness.
From a young age, Vincent said he maintained an active lifestyle and participated in various sports.
Vincent is happy to observe a rise in fitness participation in Kuching recently, with fun runs, marathons and picking up almost every weekend.
“During my high school years, I had the opportunity to positively influence one of my best friends, who was struggling with obesity. Over the course of a year, he successfully transformed into a healthier and fitter individual.
“Witnessing his journey and transformation deeply impacted me — it became one of the more meaningful and fulfilling moments of my life.
“It was then that I realised the true joy of helping someone improve their health, fitness, and overall happiness,” he explained to BizHive.
“It is in this joy of helping people to be the best version of themselves where I find great fulfillment in guiding and motivating students to overcome challenges.”
Vincent was happy to observe a rise in fitness participation in Kuching recently, with fun runs, marathons and picking up almost every weekend.
“There is a huge difference compared to 2016 when I just moved to Kuching. Now, the fitness trend in Sarawak is evolving quickly and positively.
“The variety of fitness events and competitions show our people are aware of wanting to be healthy, fit and competitive.”
However, he said the biggest challenge is to keep the community active, consistent and progressing in this lifestyle.
“The opportunities are always there when you can take care and support the people who believe in this lifestyle,” he affirmed. “As professionals or leaders, we constantly need to equip ourselves with the latest knowledge, studies and trends to be able to help our community and keep everyone accountable.
“Knowing your niche and serving the best possible you can to build and grow together with your community — then, sustainability and authenticity is achievable.
“My aspiration is to expand Bornean Wolves Studio across other divisions in Sarawak, furthering our mission to create a lasting, positive impact within our local communities.”
The trainer says his biggest challenge is to keep the community active, consistent and progressing in this lifestyle.
Hyrox, Viper, Spartan: Fitness trends a boon for business
The surge in obstacle course racing (OCR) and fitness competitions represents a shift in how people approach exercise. It transforms the gym from a place of maintenance into a training ground for specific, high-stakes events.
At its core, OCR combines endurance running with functional strength challenges. This turns fitness into an adrenaline-inducing, goal-oriented experience rather than just another workout session.
Hyrox has emerged as the standout example driving this trend globally — and especially in South East Asia. This year, the brand has major events scheduled across Singapore, Jakarta, Bangkok and Kuala Lumpur.
This, in turn, presents a major opportunity for the gym and fitness industry, injecting fresh energy, higher engagement, and new revenue streams into what has traditionally been a competitive but sometimes stagnant market.
Vincent from Bornean Wolves Studio believes these competitions are necessary to better ourselves.
“It is great to see all these functional fitness competitions and OCRs in Malaysia, even globally. This will help all of us to strive to be better, break our limits, push harder and at the same time grow positively with a like-minded community.
“This means there is always room for improvements and things to look forward to.”
Vincent noted that he has incorporated elements of these trends, such as high-intensity functional training and obstacle-style workouts, into his programmes at Bornean Wolves Studio.
“This is part of our training daily where you are able to improve your strength, endurance, agility, coordination and mobility while hitting your personal best record.
“I think it will be a lasting movement because it incorporates everything in the fitness element. It depends on the community how to make it sustainable and fun.”
Hazli from Anytime Fitness believes these competitive events give people a goal beyond just aesthetics.
“It builds discipline, resilience, and a sense of achievement that goes far beyond the gym floor. It shifts the mindset from ‘how do I look’ to ‘what my body can do’, and that is a very powerful shift,” he commented.
“At the same time, it breaks away from the traditional gym environment. It creates more space for people with different motivations, fitness levels, and entry points to all feel like they belong.
“Not everyone is driven by the same goals; some want to compete, some want to challenge themselves, some just want to experience something new and some may just want to put themselves in an environment that makes them happy while staying active.
“That’s also why we’re embracing this movement. We will be developing as a HYROX training club, supporting both our team members and our members who want to explore that path.
“Ultimately, the more entry points we create, the more people we can bring into fitness in a way that feels meaningful to them.”
Vincent (centre) is seen with participants from Bornean Wolves Studio at the finishing line of an obstacle course racing.
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