The Moment That Changed Everything
When MOVE first opened its doors in 2020, the founders set out to challenge convention — to create a version of personal training that was discreet, intentional, and truly centered on the individual. But it was only when they expanded into a larger studio across the road from their original Melaka location that the true power of intimacy revealed itself.
Despite the new space being bigger, brighter, and blessed with soaring ceilings, clients continued choosing the older studio. When asked why, the answer was striking: the larger space felt too exposed. What clients valued wasn’t grandeur, but discretion. They didn’t want to be on display in a vast open gym; they wanted a private, comfortable environment where they could focus, feel safe, and be cared for.
That moment cemented MOVE’s philosophy: Meaningful change in fitness isn’t about more space or louder energy — especially for the 35–65 age group, a generation that values privacy, time efficiency and understands that true transformation requires more than equipment. It requires privacy, precision and focus.
Personal Training, Reimagined
At MOVE, training is stripped of distractions. Sessions are one-on-one, by appointment only, in private settings where the noise of group classes and the stares of strangers don’t exist.
The approach goes far beyond the physical. Strength training, recovery, nutrition, and lifestyle coaching are all seamlessly integrated into programs that respect the whole individual. For MOVE’s core clientele who are executives, professionals, and the 35–65 age group who prize both privacy and results, this model is transformative.
One client put it best: “It feels like flying Business Class instead of Economy, quieter, more personal, and worth every bit of the upgrade.” The founders never marketed it that way, but the analogy captures what MOVE has come to represent: premium, private, and human-scaled.
Culture as the Engine of Scale
If the client experience is the product, culture is the engine that allows it to scale. As Co-founder CJ often notes, he agrees with Peter Drucker’s iconic line that “culture eats strategy for breakfast”, a philosophy he believes has fueled MOVE’s ability to scale without losing its soul. Since culture is so important, MOVE’s recruitment system is deliberately rigorous. The brand doesn’t hire on CV alone; what matters most is character and value alignment. It’s why only one out of every ten applicants makes it through the door. The result is a team that isn’t just skilled, but deeply connected to the brand’s purpose — ensuring clients experience the same standard of care, no matter which studio they walk into
Unlike most fitness franchise models, where high employee churn has become the norm. What sets MOVE apart in the industry is how it invests in its people. Trainers are offered real career pathways, from coaching to leadership to eventual partnership and studio ownership. This makes MOVE more than a workplace. It makes it a destination for top talent. Today, over 80 coaches across Malaysia, Thailand and soon Singapore call MOVE home, many of them building long-term careers in an industry where burnout is the norm.
From a 1,200 ft² Start to Regional Expansion
What began in a 1,200 ft² space in Melaka quickly spread into Kuala Lumpur’s most affluent neighborhoods: Mont Kiara, TTDI, Jalan Ampang, Damansara Heights, Desa ParkCity, and Bukit Jalil. Each studio was positioned with purpose — to serve communities where privacy and premium wellness experiences were deeply valued.
In 2024, MOVE made its international debut in Bangkok’s Phrom Phong district. The success of that flagship confirmed the universality of the model, and within a year, MOVE opened its second Bangkok studio in Asok — one of the city’s busiest and most cosmopolitan hubs. Back home in Malaysia, expansion extended beyond Kuala Lumpur with a landmark studio in Johor’s Austin Crest, catering to a rising wave of affluent professionals in the southern corridor.
Today, MOVE stands as the undisputed market leader in the premium personal training category as of September 2025. With 13 branches across Malaysia and Thailand built without going down the franchising route, the brand has accomplished a feat never before seen in this space, proving that a boutique model built on privacy, personalization, and culture can scale without compromise. Where most personal training concepts remain confined to a handful of studios, MOVE has rewritten the playbook, expanding into double digits while retaining the exclusivity and care that first set it apart. This momentum has attracted forward-thinking investors who recognize MOVE as a gateway into the global wellness movement and premium fitness business investments.
