United in Motion: Building Momentum Across Our Markets
- Jul 7
- 17 min read
Updated: Jul 8
The first half of the year has flown by, and we have delivered strong results across the business. I want to take a moment to reflect on what we have achieved and where we are heading.
Competition Ready
We have invested significant time in building out our Brand Standards to define what best in class looks like for us as a business. This is not just about look and feel. It covers how we operate in club, how our teams show up, how our marketing aligns to the national campaign, and how we equip both our teams and franchisees with the tools they need to grow and succeed.
This is about ensuring we are number one, and that we stay number one.
Smart Move
This quarter, we have introduced a significant amount of structure across both AFA and AFC. Yes, much of this is manual by design. That is intentional. It allows us to understand what is truly working on the ground through real conversations and real execution.
Through Q3, this manual structure is critical. It must be embedded, used consistently, and drive the right behaviours and outcomes. Once we are confident that the structure is right and being executed effectively, we can then look to automate with purpose.
Q4 will focus on the transition into systems and automation, so that by early 2027, we are operating with a system that works for us, not a system we are forced to work around.
Team Power
Across both senior and junior leadership teams, I have reinforced a simple question:
Are we making the business better, and are we making our people better?
This continues to guide how we think about KPIs, structure, and performance. We will stay focused on the metrics and behaviours that genuinely move the business forward, ensuring our clubs are both high performing and profitable.
This links directly back to both Smart Moves and Competition Ready. Everything we do should answer two questions: is this good for the brand, and is this good for the business?
Q3 Focus
Q3 is about execution. We now have the structure and the direction in place. The focus shifts to delivery, consistent execution, accountability, and results.
Thank you to everyone who has taken ownership of their KPIs and responsibilities across the business. What stands out most is not just accountability, but the level of care being shown towards the business, your teams, and our franchisees. That combination is what will continue to set us apart.
🌱 Bringing Our UNITED DNAs to Life: How We Inspire to Grow
At Inspire Brands Asia, we know that success is never a solo act. It happens when we choose to show up for each other and celebrate every win. That’s why we’re proud to introduce our foundation, these aren’t just nice words on a page, they’re how we choose to work, lead, and grow together:
These DNAs are the heartbeat of IBA. They guide how we make decisions, how we create a culture where people feel inspired to do their best work and supported to thrive. 🌍✨
But the real beauty of these DNAs is that they already exist in the stories happening around us every day. You see real stories that show exactly what it looks like when we dare, lead, care, learn, and play together. Each one is a reminder that our culture is built not by words, but by the actions and choices we make every day.🌟
2026 DNA Awards
This is your chance to celebrate the people who truly live our DNAs.
Every quarter, we recognize Purple Warriors who inspire others through We Dare, We Care, We Lead, We Learn, and We Play.
Nominate a teammate who makes a real difference and deserves to be seen.
At the end of the year, one outstanding winner will be crowned as the DNA Grand Champion and walk away with our ultimate prize… a Holiday Trip to Bali. 🌴
Celebrate greatness. Nominate boldly. The next champion could be someone from your team.
2026 Q2 United DNA Champions
Driven by Purpose. Defined by Impact.
Congratulations to our Q2 United DNA Champions. Each story shows how our United DNA becomes real through everyday choices, the courage to take ownership, the care shown to teams and members, the discipline to keep learning, and the energy people bring into their work. These champions remind us that culture is not built by posters or slogans. It is built by people who consistently choose to lead, learn, support, and create impact where it matters most. Their stories are examples of what it means to be a Purple Warrior in action.
This quarter, we celebrate five individuals who brought our United DNA to life in ways that truly moved their teams, their clubs, and the business forward. Each of them represents a distinct DNA, not just in results, but in the way they show up every day.
At the heart of this recognition is something simple yet powerful:
these are people chosen by their teams,and proven through action. ✨
Leonila De Ramos , Senior Brand Ambassador | Philippines 🚀
Growth is not always loud. Sometimes, it is built through steady discipline, daily courage, and the decision to keep stepping forward.
Leonila De Ramos brings We Dare to life through a journey shaped by resilience, ownership, and personal growth. From starting as a Service Attendant to becoming a Senior Brand Ambassador, she has shown what can happen when someone refuses to stay within the limits of where they began. Her progress reflects the kind of determination that turns opportunity into achievement.
What makes Leonila stand out is not only her career movement, but the way she carries herself in the club every day. She takes responsibility, stays focused on results, and contributes with a mindset that says growth is always possible when matched with effort. Her story gives others a clear reminder that daring does not always mean taking the biggest leap. Sometimes, it means showing up consistently, improving quietly, and proving through action that you are ready for the next level.
She shows us that growth belongs to those who dare to keep moving, even when the path requires extra effort.
Leonila lives #WeDare through resilience, ownership, and the courage to keep growing. #InspireToGrow #UnitedDNA
Abdul Rashid (Ash), Assistant Club Manager | Malaysia 🧭
Leadership is often measured in difficult moments, when teams need direction, consistency, and someone they can trust.
Abdul Rashid, known as Ash, reflects We Lead through the confidence he builds within his team. As an Assistant Club Manager, he is recognized for being dependable, responsible, and present when people need guidance, support, or a steady hand during busy club operations. His leadership is grounded in reliability, not noise. He earns trust by being available, practical, and committed to helping the team move forward.
Ash’s impact is seen in the daily rhythm of the club. He takes ownership, supports his people through operational challenges, and helps create an environment where team members feel supported enough to perform with confidence. His story reminds us that strong leaders do more than manage tasks. They create stability, build capability, and help others succeed by becoming the kind of person their team can rely on.
He leads with consistency, earns trust through action, and helps his team feel stronger because he is there.
Ash lives #WeLead through accountability, steadiness, and people first leadership. #InspireToGrow #UnitedDNA
Yose Kusnadi, Club Manager | Indonesia 💜
Care is not just a value. It is something people feel when leaders are present, responsive, and willing to help when it matters.
Yose Kusnadi brings We Care to life by putting people first while staying deeply committed to club success. As Club Manager, he is known for being approachable, supportive, and ready to step in when his team, members, or daily operations need attention. His leadership creates a sense of safety and trust because people know they can count on him.
Yose’s impact is seen in the way people respond to him. Whether he is helping solve operational concerns, supporting staff through challenges, or making sure members receive the care they need, he creates a club environment where people feel guided, valued, and supported. His story shows that care is not passive. It requires presence, follow through, and willingness to help even when the work is not easy.
He makes care visible through action, and that is what allows people around him to feel supported.
Yose lives #WeCare through empathy, presence, and dependable service. #InspireToGrow #UnitedDNA💜
Maria Guilbuena, Human Resources Manager | Philippines 📈
Learning becomes powerful when it does not stop at training. It becomes part of how people are coached, challenged, and supported to grow.
Maria Gilbuena exemplifies We Learn through her commitment to developing people, strengthening capability, and encouraging continuous growth. Her impact is seen not only in the work she delivers, but also in the confidence, clarity, and progress she helps build in others. She creates space for learning by guiding people with patience, structure, and purpose.
Maria challenges individuals to move beyond their comfort zones, raises the standard for professional development, and creates opportunities for improvement through coaching, feedback, and consistent guidance. Her leadership reflects a learning culture where growth is not treated as a one time activity. It becomes part of how people work, lead, and support one another.
She helps people grow not by lowering the bar, but by helping them believe they can reach it.
Maria lives #WeLearn through coaching, capability building, and the belief that people can always grow stronger. #InspireToGrow #UnitedDNA
Daniel Kuppusamy, Area Club Manager | Singapore🎯
Positive energy is not just about fun. It is the atmosphere people feel when they know they are supported, included, and able to enjoy the journey.
Daniel Kuppusamy represents We Play by creating a positive, supportive, and engaging environment for his team. As an Area Club Manager, he leads with approachable energy, practical support, and a grounded style that helps people feel connected to the work and to one another. He brings a sense of calm, encouragement, and team spirit into the everyday pace of club operations.
What makes Daniel’s impact stand out is the way he helps keep morale strong even during demanding periods. He is present, willing to help, and consistent in bringing the kind of energy that allows people to feel valued and motivated. His story reminds us that We Play is not only about celebratory moments. It is about building a workplace where people enjoy working together, support one another, and bring positive energy into the business every day.
He keeps the energy human, the team connected, and the work environment one where people want to show up.
Daniel lives #WePlay through positivity, connection, and the ability to lift the people around him. #InspireToGrow #UnitedDNA
Five individuals. Five DNAs. One United way of winning.
These champions remind us that our DNA is not just something we talk about.
It is something we live, every day, through people who choose to show up, step up, and lift others along the way. ✨
That’s why we’re also highlighting a few stories that also deserve to be recognized for the impact, passion, and heart they bring to our journey. 💜
🥳 Welcome Aboard!
To all our new joiners across the region, we're thrilled to have you with us. You’re now part of something strong, united, and full of heart. Each of you brings something unique to our Purple community, your energy, your ideas, and your own story. That’s what makes us stronger as one. ✨ #WeDare #WeLead #WePlay
Together, let’s continue to dare, lead, care, learn, and play as true Purple Warriors, building a culture where we grow stronger side by side, every single day. 💜
🚴♂️ Train for Your Life Campaign: A Movement with Purpose
Our Train For Your Life campaign has launched across our markets, and the early momentum is already inspiring. More than a campaign, it is a clear reminder of what Anytime Fitness stands for: helping people take ownership of their health, wherever they are in their fitness journey.
By speaking to the 95 percent of the population who are not yet gym goers, the campaign opens the door for more people to see fitness as accessible, welcoming, and achievable. It positions Anytime Fitness not only as a gym, but as a partner for healthier living, stronger routines, and everyday progress.
Why these matter?
It reinforces our purpose as a brand: making fitness accessible, welcoming, and achievable, no matter where someone is starting from.
What's going on around IBA
Across Asia, our teams continue to show that performance and culture grow stronger when people are connected, supported, and clear on what success looks like. From presales achievements and personal training milestones to community events and leadership sessions, these stories highlight the people behind our momentum.
Each market feature brings together two sides of our culture: results that move the business forward and engagement moments that strengthen how our teams learn, connect, and grow together.
🇹🇭 Thailand
Top Performer
Name: Krisanapong Saekuey
Position: Team Leader, Presales
Club: Cloud 11
In pre-sales, momentum is earned one conversation at a time. Krisanapong Saekuey has become a fast impact story for Thailand after joining the organization in March and quickly stepping into the role of Team Leader, Presales at Cloud 11. In a short period, he delivered the highest three month sales result across all presales teams with 188 memberships, a clear reflection of focus, consistency, and strong commercial discipline.
What makes this result even stronger is the timing. During a critical presales period, every lead, follow up, and membership conversation helps shape the confidence of a new club before opening momentum fully builds. Krisanapong balanced his own sales contribution with team leadership, helping maintain performance, energy, and accountability around him. His story shows how quickly someone can create business impact when ownership, adaptability, and daily execution come together.
His achievement is more than a number. It is a signal of launch discipline, team momentum, and the commercial energy Thailand continues to build.
Engagement Activity: Vitals Training, Building Stronger Club Standards
Thailand’s first offline Vitals Training, held from 17 to 18 June 2026, brought Club Managers together for an intensive learning experience focused on operational excellence, leadership capability, and a stronger understanding of the Vitals framework. The session created an important space for managers to step away from day to day club demands and align on the standards that help teams run stronger, more consistent clubs.
Beyond technical learning, the training became a practical working session where managers exchanged experiences, worked through real club scenarios, and strengthened relationships across locations. The high level of participation reflected a team ready to grow together and translate learning into action.
For Thailand, this was not only a training event. It was a culture building moment focused on better standards, stronger leadership, and improved support for members and teams.
🇮🇩 Indonesia
Top Performer
Name: Clarissa Agre
Position: Personal Trainer
Club: Anytime Fitness Puri Indah
Clarissa Agre continues to set a high standard for Personal Training performance in Indonesia. Through discipline, resilience, and strong member commitment, she has maintained an active client base of approximately 30 clients while delivering more than 160 PT conduction hours per month. These results show both volume and consistency, two things that are not easy to sustain in a role that requires energy, trust, and constant member engagement.
Her consistency is exceptional. Clarissa exceeded 100 percent of her KPI targets for 17 consecutive months, contributed an average monthly revenue of USD 3,423 from 2025 to 2026, and consistently ranked among the Top 1 to 3 Personal Trainers across AFC. More importantly, her performance reflects the deeper work behind the numbers: building member confidence, sustaining client relationships, and showing up with professionalism even with a full training schedule.
Clarissa’s story proves that strong performance is built through discipline, care, and the ability to help members keep showing up for themselves.
Engagement Activity: Community Care in Action
Indonesia brought the spirit of care beyond the club through a meaningful CSR activity focused on giving back, strengthening community connection, and creating shared moments of kindness.
The activity reminded the team that engagement is not only about internal celebrations or team bonding. It is also about how we show up for the communities around us. Through this initiative, the Indonesia team demonstrated that the Anytime Fitness culture extends beyond fitness. It is also about compassion, service, and creating positive impact where it matters.
This activity reflected We Care by showing empathy, generosity, and community spirit. It reminded us that strong teams grow not only through performance, but also through purpose and the willingness to give back.
🇸🇬 Singapore
Top Performer
Name: Muhd Raffe
Position: Club Manager
Muhd Raffe is recognized for consistently raising the standard in club operations and member experience. As Club Manager, he has delivered strong performance over recent months by taking initiative to improve processes, strengthen operational discipline, and create better ways of working for both the team and members. His contribution is rooted in the everyday details that shape how a club feels, runs, and performs.
Raffe’s leadership is practical, visible, and grounded in daily execution. He leads by example, stays close to the operational realities of the club, and helps create a team culture where ownership is expected. His impact is clear through better operational consistency, stronger member experience, and a more disciplined rhythm of execution.
His story is a reminder that club leadership is not only measured by headline results. It is built through the daily standards that help teams perform with confidence and members feel better served.
Engagement Activity: United Through Sports
Q2 was filled with energy, teamwork, and plenty of sporting action across AFC Singapore.
One of the standout moments was our largest AFC Singapore futsal gathering to date. Team members from across all 16 clubs came together on the pitch, making it the biggest turnout yet. The afternoon was filled with great football, friendly competition, and plenty of laughter. It was a fantastic opportunity for everyone to catch up, get to know colleagues from other clubs, and strengthen the One Team culture that defines AFC.
The office team also came together for an exciting Pickleball Day, swapping desks for paddles and enjoying one of the world’s fastest growing sports. We were honoured to have our Co Founder, Luke Guanlao, join us on court. His participation made the day even more memorable and reflected the importance of staying connected with our people while having fun together.
We also celebrated an incredible achievement from one of our own. Burhan Hiwayat, one of AFC Singapore’s top Personal Trainers, was crowned a bodybuilding champion. His discipline, commitment, and passion for fitness continue to inspire those around him, and we are incredibly proud to see him flying the AFC Singapore flag high on the national stage.
Q2 was a strong reminder of what makes AFC Singapore special. Whether on the football pitch, the pickleball court, or the competition stage, our people continue to support one another, celebrate each other’s success, and live out our commitment to building a stronger team and community.
🇵🇭 Philippines
Top Performer
Name: Leonila “Zab” De Ramos
Position: Senior Brand Ambassador
Club: Anytime Fitness Tomas Morato
Leonila “Zab” De Ramos is one of those individuals who quietly sets the standard through consistency, reliability, and the way she shows up every day. As Senior Brand Ambassador of Anytime Fitness Tomas Morato, Zab brings professionalism, heart, and strong ownership into her work. Her growth journey from Service Attendant to Senior Brand Ambassador also gives her story a powerful sense of progression, proof that steady effort can open new doors.
Zab’s story carries both performance and potential. Her recognition as a Q2 United DNA Champion reflects the same qualities that make her stand out as a top performer: service mindset, dependability, and willingness to go beyond expectations. She approaches each responsibility with determination, supports the club with care, and gives the team confidence that work will be handled with pride and reliability.
Her impact is a reminder that performance is not only built through one major achievement. Sometimes, it is built through the trust a person earns by doing the work well, every single day.
Engagement Activity: Building Hope Through Brigada Eskwela
On 28 May 2026, Anytime Fitness Philippines joined World Vision in supporting Brigada Eskwela at Longos National High School. The initiative brought volunteers together to help prepare learning spaces for students, showing how teamwork and service can extend beyond the club and into the wider community.
More than a volunteer activity, it became a meaningful expression of care. The team helped create a safer, cleaner, and more welcoming environment where students can begin the school year with hope, confidence, and dignity. For the Philippines team, the activity reflected the heart of community engagement: using time, effort, and collective energy to support something bigger than the business.
It showed that when people come together with purpose, even simple acts of service can create lasting impact for the next generation.
🇻🇳 Vietnam
Top Performer
Name: Mai Huynh
Position: Marketing Executive
Club: Grand Park and An Phu Presales Clubs
Mai Huynh continues to demonstrate strong focus, accountability, and growth in her role as Marketing Executive. Supporting both Grand Park and An Phu presales clubs, she has helped drive marketing strategies through organic content, ad campaigns, and on site activities that strengthen brand visibility and market presence. In a presales environment, this work is especially important because awareness and trust must be built before the club experience fully begins.
Throughout her tenure with Anytime Fitness, Mai has matured into a reliable contributor who collaborates well with internal teams and external partners. Her work helps connect marketing plans to real club activity, supporting launch visibility, community engagement, and local market momentum. Mai’s contribution is already visible in the way she keeps initiatives moving and supports two presales clubs with consistency and ownership.
Her story reflects the quiet but important power of marketing execution: creating attention, building interest, and helping the business move closer to its audience.
Engagement Activity: AF Wellness Social Club, Fun Run
On Saturday, 20 June 2026, Vietnam held a Fun Run under the AF Wellness Social Club from 6:00 AM to 7:00 AM, bringing together more than 10 participants who share a passion for active and healthy living. The run created an approachable way for employees, members, and residents to connect through movement and shared wellness.
The initiative may have started small, but its potential is meaningful. It created a friendly community space where people could move together, build healthier routines, and experience the Anytime Fitness brand beyond the gym floor. The AF Wellness Social Club also sets the foundation for future wellness activities such as easy runs, outdoor group classes, cycling sessions, stretching, wellness workshops, and other lifestyle experiences that can continue strengthening community connection around the brand.
This is employer branding and member engagement working together: simple, active, human, and aligned with Train For Your Life.
🇲🇾 Malaysia
Top Performer
Name: Sabrina Binti Abu
Position: Senior Personal Trainer
Sabrina Binti Abu is recognized for delivering strong and sustained performance as a Senior Personal Trainer. She exceeded 100 percent of her KPI targets for 17 consecutive months, showing a level of consistency that reflects discipline, member commitment, and a strong understanding of what it takes to perform at a high level month after month. Sustaining this kind of result requires more than a strong start. It requires habits, resilience, and the ability to keep delivering even when expectations remain high.
What makes Sabrina’s achievement stand out is the duration of her consistency. Month after month, she has continued to meet and exceed expectations, building member trust while maintaining the standards expected of a senior trainer. Her performance sets a strong example for the team and reinforces the standard of excellence Malaysia continues to build.
Her story shows that sustained results are created through discipline, credibility, and the ability to help members stay committed to their own progress.
Engagement Activity: Leadership in Action, Recognition and Alignment Session
Malaysia conducted a Leadership Meeting and Award Recognition session to strengthen alignment, collaboration, and ownership among Club Managers and key leadership members across clubs. The session created a valuable opportunity for leaders to step back, discuss real operational challenges, and reconnect around the behaviors needed to drive stronger performance.
Through structured discussions, practical business challenges, Leadership Swap Card activities, and recognition moments, the session encouraged open sharing, idea exchange, and grounded problem solving. It also created space to celebrate team achievements while reinforcing that strong leadership is built through communication, accountability, and the willingness to learn from one another. The positive feedback from managers showed that practical and interactive sessions can support both performance and engagement.
For Malaysia, the session was not only about recognition. It was about sharpening leadership habits and building a stronger rhythm of collaboration across clubs.
🇹🇼 Taiwan
Top Performer
Name: Allen Zhang
Position: Personal Trainer
Allen Zhang delivered a standout performance during the club’s opening month by setting a new individual Personal Training sales record, exceeding the previous benchmark by more than 40 percent. His achievement was especially meaningful because the club experienced a slower start during the soft opening period, yet Allen remained consistent, focused, and committed to the process. In an opening month, that kind of mindset can shape early confidence for both the team and the market.
elped the club exceed overall PT revenue expectations, contributing to 120 percent of PT target at opening and 90 percent of NJM target. Allen’s result reflects resilience, belief in the team, and the discipline to show up every day with the right mindset and energy. His story is a strong reminder that opening momentum is built through persistence, member confidence, and the ability to keep performing even when the early environment is still developing.
Allen helped turn a challenging start into a performance story, proving that strong execution can create momentum when it is needed most.
Engagement Activity: Taiwan Roadmap, Aligning Growth and Vision
Daniel Lee brought the Taiwan team together for the Roadmap event to reflect on the market’s strong growth and align on the vision for the year ahead. The session gave the team a clear moment to look back on what had been achieved, understand where the market is heading, and reconnect around the shared goals that will guide Taiwan’s next stage of growth.
Daniel’s energy and leadership helped set the tone for the event. By bringing the team into the bigger picture, the Roadmap session became more than a business update. It became a moment of alignment, motivation, and shared ownership. The team was encouraged to keep learning, moving forward, and working together toward continued excellence.
The Roadmap event strengthened team connection and reinforced the importance of growing the business while also growing the people behind it.
It reflected We Lead, We Learn, and We Play through vision, collaboration, and positive momentum. For Taiwan, it was a reminder that growth never stops when teams continue learning and moving as one.
