Believe Fitness

What Believe Fitness does

Believe Fitness is a mid-market fitness gym chain headquartered in Kuala Lumpur, Malaysia, operating 20+ locations (19 across Malaysia and at least 1–2 in Indonesia at Alam Sutera and Pacific Garden Square). Founded in 2017, the company positions itself between undifferentiated big-box gyms and premium boutique studios, offering 24/7 access, a portfolio of signature group classes (Be Fit, Be Mobile, Be Ready, Be Toned, CoreX, Flex, Smash, Be Challenged, Blast, Crush), one-on-one personal training, and Live Virtual Personal Training delivered through its BeFit mobile app on iOS and Android. The chain has built a community-led brand around flagship events such as the APEX Challenge and Believe Open.

The company serves three distinct customer segments: retail consumers (10,000+ individual members), corporate clients through a dedicated corporate wellness program, and franchise partners enabled by an asset-light expansion model. Its technology stack centers on a proprietary member database and the BeFit app, which extends the physical product into a digital experience for booking, virtual PT, and member engagement.

Believe Fitness monetizes through multi-stream revenue: recurring membership subscriptions, personal training packages (including virtual), B2B corporate wellness contracts, franchise/license fees and royalties as it scales internationally, and ancillary fees. Management is led by Managing Director and Franchise Lead Patrick Davis, with operational depth across business operations, HR, and training. The company is privately held and, in the absence of disclosed financials, its scale and trajectory are inferred from member count, site count, and headcount rather than audited revenue.

Name

Believe Fitness

Legal name

Believe Ventures Malaysia Sdn. Bhd.

Website

https://believefitness.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Believe Fitness is a Malaysian mid-market fitness gym chain operating 20+ locations across Malaysia and Indonesia, offering signature group classes, personal training, and corporate wellness programs to retail members, B2B clients, and franchise partners via its BeFit mobile app.

Ownership category

akta.pro rank

Product category

Fitness Club Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industries

General Personal Training (In-Person & Virtual) (HSADAAAA), Corporate/Workplace Wellness Coaching (HSADAGAL)

Keywords

• Gym memberships
• Fitness classes
• Personal training
• Corporate wellness
• Fitness franchising

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices18 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Gym Membership Subscriptions: Monthly recurring subscription model with membership fees payable on the 1st of each month via credit card or bank direct debit. Registration and admin fees are non-refundable and non-transferable.
2. Franchise and Licensing Fees: License agreement model for franchisees providing access to the Believe Fitness system, management database, training, and ongoing support services.
3. Corporate Wellness Programs: Custom corporate wellness plans sold to enterprise clients including corporate membership packages, goal tracking, group classes, and coach-led guidance for employee wellness.
4. Personal Training Services: One-on-one personal training sessions and Live Virtual Personal Training (LVPT) conducted by certified personal trainers. Pricing varies by location and training type.
5. Guest Fees and Service Charges: Guest fee of RM50 plus RM100 penalty for non-members during unstaffed hours. Additional service charges include misuse/tailgating penalty (RM150), locker penalty (RM100), late payment (RM10), and freeze fee (RM40/month).

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Believe Fitness operates 20 community-based fitness clubs across Malaysia and Indonesia, providing 24/7 gym access, expert-designed signature group fitness classes for all fitness levels, certified personal training (in-person and Live Virtual Personal Training), and corporate wellness programs. The company also licenses the Believe Fitness brand and operating system to franchise partners under a license agreement model with full operational, marketing, and training support.

Product overview

Believe Fitness operates a chain of 20+ fitness clubs across Malaysia and Indonesia, offering 24/7 gym access as its core product. The service portfolio includes signature group fitness classes (Be Fit, Be Mobile, Be Ready, Be Toned, CoreX, Flex, Smash, Be Challenged, Blast, and Crush), personal training (including Live Virtual Personal Training), corporate wellness programs, and annual community events (APEX Challenge, Believe Open). The BeFit mobile app extends the experience to on-the-go access. The company operates under a franchise/license model for expansion.

Differentiator

Problem solved

Functional benefit

Products and services

• Believe Fitness Gym Membership (24/7 Access) Recurring monthly membership granting 24/7 access to Believe Fitness clubs, equipment, signature group classes, and member services. Billing is monthly on the 1st via credit card or bank direct debit; non-refundable registration and admin fees apply.
• Signature Group Fitness Classes Expert-designed group fitness classes covering all fitness levels, including Be Fit (general fitness), Be Mobile (mobility), Be Ready (45-minute PHA upper/lower body alternating workout), Be Toned (50-minute full-body dumbbell workout), CoreX (core strengthening with Suspension Training, Slam Balls, Core Bags), Flex (bands and kettlebells for mobility and stability), Smash (combat-style Boxing/MMA/Muay Thai), Be Challenged (intermediate to advanced), Blast (intermediate to advanced cardio and endurance), and Crush (high-intensity AMRAP/EMOM class rated 5/5 intensity).
• Personal Training One-on-one personal training sessions delivered by certified trainers, including in-person training at clubs and Live Virtual Personal Training (LVPT). Pricing varies by location and training type.
• Corporate Wellness Programs Custom corporate wellness plans sold to enterprise clients in Malaysia, including corporate membership packages, goal tracking, group classes, and coach-led guidance for employee health and productivity.
• BeFit Mobile Application Mobile application for iOS and Android providing on-the-go access to the Believe Fitness experience, including class bookings and member account management.
• Believe Fitness Franchise Opportunities License agreement model allowing partners to own and operate Believe Fitness locations, with comprehensive support covering site selection, design, marketing, operations, technology, finance, and training, plus access to the proprietary Believe Fitness Management Database.

Quantifiable outcome

• Trusted by 10,000+ members across Malaysia
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Regional players

• Wellness Warriors Asia: Boutique fitness and wellness studio operator focused on Malaysia and Singapore markets. Comparable as a Southeast Asia community-based fitness provider with group class programming targeting similar mid-market fitness consumers.

Broad incumbents

• Gold's Gym: Globally established fitness brand with broad international footprint including Southeast Asia locations. Comparable as a multi-format fitness chain, though typically positioned at higher price points than Believe Fitness's mid-market community-gym offering.
• Crunch Fitness: Large international fitness chain expanding across Asia. Comparable as a broad multi-location gym operator offering memberships, group classes, and personal training across diverse consumer segments.

Emerging players

• Orangetheory Fitness: International boutique group-training franchise expanding across Asia. Comparable through structured group workout programming and franchise model, but with a more specialized heart-rate-based training niche.
• F45 Training: Global franchise focused on 45-minute functional group training classes. Comparable through signature-format group classes and franchise-led expansion, though smaller-format and more class-centric than Believe Fitness's full-gym model.

Direct peers

• Celebrity Fitness: Asian-focused mid-priced fitness chain that operated clubs across Malaysia and Indonesia offering group classes and personal training. Directly comparable as a multi-country community-gym competitor in the same regional footprint.
• Snap Fitness: Global 24/7 franchise fitness chain operating across Asia-Pacific. Closely aligned with Believe Fitness on the 24/7 access, franchise expansion, and community-gym positioning for everyday fitness consumers.
• True Fitness: Premium fitness chain with presence across Southeast Asia including Thailand and Malaysia. Comparable multi-location membership model with group classes, personal training, and corporate wellness offerings.
• Fitness First: Large international fitness club chain with established Malaysia presence offering memberships, group classes, and personal training. Directly comparable as a multi-location paid-membership gym operator competing for the same Malaysian consumer segment.
• Anytime Fitness: Global 24/7 franchise-based fitness club with strong Southeast Asia presence. Closely comparable business model combining franchise expansion, 24/7 access, and standardized club formats targeting community fitness members.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/believefitnessasia
• LinkedInlinkedin.com/company/believefitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Believe Fitness