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.