Evolution Wellness Group has named Ke Wei Chua as marketing director, Asia, a newly created role designed to strengthen regional brand strategy and member experience across its 150 fitness locations in Singapore, Malaysia, Thailand, Indonesia, and the Philippines. The role marks the group’s next stage of growth, reflecting its ambition to become the region’s most connected fitness network.
In her new capacity, Chua will lead marketing and brand strategy across Evolution Wellness’s portfolio, which includes Fitness First, Celebrity Fitness, GoFit, Chi Fitness, and Fire Fit. Reporting directly to Group CEO David Prosser, she will focus on aligning markets while retaining the individuality of each brand and country.
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In conversation with MARKETING-INTERACTIVE, Chua said the appointment allows the brand to connect strengths, share insights and create a unified member experience, while keeping the uniqueness of each market intact. “Our goal is to be the brand that supports every stage of a member’s journey – from the athlete training for performance to someone rebuilding their routine. The focus is clear: to keep fitness essential, relevant, and part of how people live today,” added Chua.
She highlighted the value of fitness beyond physical outcomes. “Strength, endurance, and performance have always been at the core of what we do. But the deeper impact is how these outcomes translate to everyday life – more energy at work, better focus, greater resilience under stress. That connection between training and daily living is what keeps fitness meaningful.”
Prior to this new role, Chua was the head of marketing at Fitness First Singapore where she led its brand transformation and shaped full-funnel marketing strategy across digital, CRM, paid media, content, PR and partnerships. In the role, Chua was focused on driving efficient growth, deepening brand preference and expanding the addressable audience, according to her LinkedIn.
She also held the role of head of marketing at Crown Digital IO and engagement marketing lead at The Hour Glass where she led marketing and client engagement execution for multiple ultra-luxury watch brands including Rolex and Hublot.
Over the next six months, Evolution Wellness plans several initiatives to keep fitness essential and relevant. The “Breakthrough 90-day challenge” celebrates personal transformation in all forms, including confidence, discipline, and member stories. Fitness First, as official fitness partner of the Standard Chartered Singapore Marathon 2025, will showcase how preparation, recovery, and mindset training help build resilience – skills that extend beyond sport.
Other experiential initiatives, including HYROX and Redline Fitness Games, aim to grow communities and inspire members to challenge themselves.
In addition, the group will deepen partnerships with health, insurance, and wellness companies to embed fitness into daily routines, helping members stay active, manage stress, and live healthier for longer. Innovation remains central, with digital platforms and AI-driven insights enabling personalised experiences that support engagement and consistency.
“What excites me most is the chance to shape how fitness evolves in the decade ahead across diverse markets,” said Chua on her new role.
“Each market is unique at its own pace, but the shared ambition is universal: people want to train better, recover smarter, and stay consistent. This role is about keeping that link strong, ensuring our brands remain performance-led, people-centered, grounded in trust, and built for the future,’ she added.
Her appointment comes as fitness in Asia Pacific evolves into a lifestyle movement, where community, culture, and digital engagement are as important as performance. Experts MARKETING-INTERACTIVE spoke to note that events such as HYROX show how shared experiences, emotional connection, and participatory journeys are shaping modern fitness — creating opportunities for brands to earn trust and loyalty long term. With audiences increasingly active both online and offline, Chua’s role positions Evolution Wellness to lead this transformation, ensuring its brands stay relevant, connected, and central to how people live and move today.
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