KUCHING: Level Up Fitness is stepping up efforts to make fitness more accessible by offering coaching options outside traditional gym environments, targeting individuals who may feel intimidated by conventional fitness centres.
The initiative was highlighted during the Handover Ceremony of Trainers’ Uniforms from Under Armour and Lea Sports Centre to Level Up Fitness at Sarawak Plaza today (June 8), which marked the continuation of its partnership with Lea Sports Centre and the unveiling of new TRAIN ME Private Coaching uniforms.
Level Up Fitness director Kenny Sia said the rebranding of the coaching arm aims to break down barriers that often discourage people from starting their fitness journey.
“A key focus is reaching non-gym-goers who may feel intimidated by gym settings or prefer more private training environments,” he said.
Sia noted that the trainee coaching team has grown from a small group in its early years to around 20 coaches receiving full kits this year.
He also highlighted Level Up Fitness’ expansion, describing it as one of the largest employers of fitness professionals in East Malaysia.
He explained that the company is separating its coaching identity from its gym membership model, allowing trainers to conduct sessions in private or alternative venues based on client needs.
“We have venues that are more private for them to conduct coaching. If they want to go to the gym, that’s fine. If they don’t want to, we have other venues,” he said.
Sia added that the company has expanded from Kuching to a nationwide presence across Sarawak, Sabah and West Malaysia.
He also reminded TRAIN ME coaches that they represent multiple brands, including Level Up Fitness, Lea Sports Centre and Under Armour.
“When you wear this uniform, you are not just supporting clients, you are also representing a brand,” he said.
Also present was Lea Sports Centre managing director Raymond Sim.
