YES! I MADE IT! After years of coaching at Hygieia and dreaming about building something of my own, I finally opened a gym — another Hygieia branch. It was a milestone I had worked toward for a long time, and it felt like the natural next chapter of my career. Friends and clients were supportive because many of them already knew this had always been my dream.
However, once the celebration was over and the excitement had subsided, reality set in. Looking at it coldly, on paper, this business probably shouldn’t exist. The timing couldn’t have been worse, and the way Hygieia is designed, it is the worst possible business model for a gym. Here’s why.
Why This Was, on Paper, a Terrible Idea
1. We are “expensive” — and few people understood why
Most gyms succeed by lowering the barrier to entry: cheap membership, frequent discounts, flexible drop-in rates/packages/commitments. That model attracts many people to “give it a try” and causes minimal friction. In contrast, our pricing is significantly higher than average. That scares off casuals immediately.
To put it into perspective: in Singapore, personal training rates typically range from SGD $70 to $200 per session, depending on trainer quality, location, and specialisation. Some boutique or premium gyms offer 1-on-1 sessions starting at $160 (before GST). Large chain gyms often charge $100 to $250 per month for full-access membership contracts.
In that landscape, charging more than average is an uphill battle. We had to justify why we cost more, and many prospects would stop thinking once they heard the price tag.
2. We were too niche, and the niche was confusing
We based our coaching and programming on the Starting Strength method, emphasizing strict technique, starting with the novice linear progression, and using weight on the bar as the primary metric for progress.
Yes, strength training is becoming more popular. But to many people, “barbell squats, deadlifts, strict form” sound intimidating, technical, or “for serious lifters only.” Some people even think that this is dangerous.
We insisted on doing things rigidly. No fluff, no hybrids, no “mix it up every class” — JUST THESE FOUR THINGS EVERYTIME! That eliminates a vast number of people who prefer flexible class styles, mixed modalities, CrossFit, HIIT, and so on.
Many potential and new clients find our program too monotonous, and when they first start out, it does not feel like a workout due to the lack of sweat and the absence of feeling out of breath. As a result, we lose another potential long-term client.
3. No “sign up and never come” is possible
Many gyms rely on the fact that a significant fraction of members become “ghost members” — they pay, but rarely use the facility. That is baked into the business calculus. But our model doesn’t allow that. We require commitment: for example, our semi-private classes require a minimum of 8 sessions per month. Some new prospects balk at that rigidity — “what if I’m busy? Or traveling?” they ask.
But that rigidity is also our strength: if you actually come in and train regularly, the more progress you will make, and the more visible the value becomes. If you sign up at our gym, we want you to show up, put in the work, and get stronger. A successful business for us isn’t built on thousands of sign-ups we never see again — it’s built on clients who are happy to train, make continuous progress, and feel the results in their daily lives.
4. Capacity & coaching constraints make scaling brutal
We have limited space and limited coaches — and we even promise that when you come in for your session that you’ll always have your own platform, rack and barbell.
At our Haig Road and Buona Vista locations, there are only 8 platforms per location. Haig Road has 2 coaches; Buona Vista has 1. A single coach can effectively supervise no more than 5 clients at a time, which is why we cap our semi private classes to 5 lifters. That’s not an arbitrary number – we believe that it’s the optimal class size whereby we can still deliver the amount of attention needed to each lifter. Any more than 5, and either the session overruns its allotted time, or each client gets less attention than they deserve.
Compare that with many commercial gyms group classes, where one instructor leads 10 – 20 people in a 45-minute class. Those sessions usually involve activities where little or no personalized feedback is needed. The instructor is mainly there to keep the group moving, watch out for obvious safety issues, and act as a cheerleader to keep the energy up.
Our setup severely limits the number of members we can serve simultaneously, and in turn, the revenue the gym can generate. There is no option to scale quickly. Growth is bottlenecked by the physical size of the gym and by the number of lifters each coach can realistically coach properly in a session.
5. Biggest hurdle: Coach recruitment is almost impossible
Reading the argument above, you might ask, “Why not just hire more coaches?” The problem is, we don’t just want more bodies on the floor — we want coaches who can uphold a very specific standard. A Starting Strength Coach needs to know how to coach the barbell lifts in detail, spot errors within seconds, cue the fix immediately, and guide long-term progression with confidence. That level of coaching takes years to build.
The process is challenging from the very beginning. In the early stage, an apprentice coach is essentially useless in the gym. They often create more work for the main coach — and sometimes even frustration for lifters — by asking questions mid-session or giving the wrong cue. In an environment where clients pay a premium and expect focused coaching, that can cause disruptions to the process.
From start to finish, the whole journey usually takes 1.5 to 2 years. At the end, candidates travel to the U.S. for a three-day seminar, not to learn from scratch, but to be evaluated under pressure. And even then, the exam is brutally difficult: the overall passing rate is less than 15%. Many well-prepared candidates fail on their first attempt and have to try again, sometimes multiple times.
But once that hurdle is cleared, the payoff is huge. A qualified Starting Strength Coach doesn’t just earn a living — they have a rare skill set that can genuinely change people’s lives by making them stronger, healthier, and more capable as they age. That’s why the bar is high, and why we keep it there.
In contrast, many personal training certifications — even my first one — were as simple as a quick online multiple-choice exam. The barrier to entry is low. We intentionally chose the narrow path. It means coaches are rare, expensive, and slow to develop, but it also means the standard of coaching we offer is unlike anything you’ll find in a commercial gym.
The Economic Gamble: Launching Into a Storm
On top of the challenges in our business model, we opened during a time when the world feels uncertain. Costs keep rising — rent, utilities, wages — and people are more cautious with their money. In Singapore and elsewhere, many businesses are holding back on growth, and plenty have already closed.
For gyms, the impact is obvious. When budgets get tight, people cut back not just on luxuries, but even on things that are considered essential for long-term health. Signing up for a premium, niche gym isn’t an easy decision when the economy looks shaky. That’s the backdrop we chose to open in.
But maybe there’s a silver lining?
Despite the odds, there are clear advantages — especially for the people who choose to train with us.
1. Real progress, not wasted memberships
Because our model requires consistent attendance, clients don’t waste money on unused memberships. They show up, they train, and they get stronger. Progress isn’t left to chance — it’s built into the structure.
2. Coaching that actually teaches
Every session is hands-on. Coaches don’t just cheer from the sidelines — they teach, correct, and adjust. Clients learn how to lift properly, understand why they’re doing it, and carry those skills for life.
3. A community that values effort
With limited space and committed people, the environment is different from a typical gym. Clients train alongside others who are equally serious, and that shared focus makes training more motivating and meaningful.
Conclusion: Why I Still Believe
At the end of the day, this is an honest business model. Who benefits if the coaching is good? The client. Who benefits if the gym promises a dedicated space for you to train every time you come in? The client. Who benefits when coaches are held to the highest possible standard instead of settling for a quick certification? Again, the client.
That’s why I chose to do it this way. It’s harder, less scalable, and often frustrating — but it’s built around the simple belief that if we do right by the client, the business will take care of itself. And so, here’s my call: I’m looking for another crazy person who also believes in this cause. Someone who wants their life to be useful to more people by becoming a coach — not just a trainer, but a real coach who changes lives through strength. If that sounds like you, I’d love to talk.
