The gym that wants you to eat cake

MOST gyms tell you that you’re not doing enough, not fit enough, not thin enough, or just not good enough. Ally fitness centre takes a contrarian approach by telling you: “You’re enough – so go ahead and eat that cake.” Its holistic perspective of wellness has helped Ally attract some 40,000 members since it opened in Nov 2021, with a second branch set to open sometime in 2025.

Located on Cross Street, the centre is surrounded by dozens of rival gyms. But Ally distinguishes itself through a blend of luxury amenities and a relaxed philosophy. It has its own cafe that offers an array of indulgent treats like chocolate peanut butter pistachio protein bars alongside curated teas and coffees. On the last Friday of each month, members are treated to a complimentary glass of champagne – a perk made possible because Ally is the only fitness space in Singapore with a liquor licence.

The water tap dispenses still and sparkling options. The changing rooms boast Dyson hair dryers and Le Labo toiletries. When the gym expanded its space recently – its second expansion in two years – it added a state-of-the-art recovery room featuring an infrared sauna and a cold water immersion tub. Again, it’s the first with such services. 

Behind the centre is 27-year-old Tan Jenn Bin, a fitness enthusiast who believes that working out should be pleasurable, not punitive. “If you’ve just had a productive workout, why shouldn’t you treat yourself to cake?” he says. In a world of fitness obsessed with chiselled abs and relentless self-improvement, Ally offers a counter-narrative: that health is about balance, self-acceptance and a little indulgence.

Ally’s body-positive and inclusive attitude extends beyond its workout ethos. The spin and pilates studio is the first to introduce separate gender-neutral bathrooms for members who identify as non-binary. “We want to be progressive and welcoming to everyone,” Tan explains. “We want to add value to people’s lives; otherwise, what’s the point?”

Defying conventions

The studio’s design mirrors its holistic approach. Unlike typical gyms that project rigour and aggression through strong colour palettes, Ally opts for neutral tones like beige and terracotta, interspersed with greenery to foster a calming environment. The reception and cafe area, inspired by classical Roman piazzas, invite members to relax and connect on custom ottomans, banquettes and window seats overlooking greenery.

The main space was designed by Kaizen Architecture, while the extensions were carried out by Open Studio. Only the cycling studio is awash in black, with a radial arrangement of spin bikes that provide an immersive experience and a dynamic lighting configuration that changes in tandem with the workout – something not seen in other spin studios.

Tan’s family runs Top International Holding, which specialises in the export of bauxite and coal in major parts of Asia-Pacific and Guinea, West Africa. On Instagram, he posts pictures of himself travelling the globe in private jets. This exposure to luxury informs how he envisions the member experience.

“I pay close attention to how high-end establishments demonstrate hospitality,” says Tan. “In Japan, for example, even small details like the use of discreet carrier baskets instead of trolleys in The Peninsula Tokyo make a difference. In Europe, the table service at top restaurants is exceptional – it’s always the little touches that elevate the experience.”

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At Ally, those touches are evident in the service: front desk staff never sit, ensuring they’re always ready to assist like the best hotel concierges. Instructors are asked to connect with all members during workout, especially newcomers. 

Ally’s prices reflect its upscale approach, with drop-in sessions at S$60 and 10-class bundles at S$360 (or S$36 per class). By comparison, other gyms typically charge between S$100 and S$130 per month for memberships that include classes. Despite the premium pricing, Ally’s membership base has grown consistently, increasing by 6 to 8 per cent each month. A second location in the Central Business District (CBD) is already in the works, with possible expansion in two neighbouring cities.

“Many of our members work in the CBD and deal with stress,” Tan says. “They don’t need additional pressure to look a certain way. They need a space to destress and celebrate the little wins. If you made it through the week, why not toast that achievement with a glass of champagne?”

Ally fitness studio is located in Manulife Tower on Cross Street.