Image: FWE Singapore 2024 Poster.
AST had the privilege of interviewing Charlz Ng, Managing Director of FWE (Fitness and Wellness Expo), to delve into how the organization is shaping the fitness landscape in Asia and beyond.
FWE is a premier festival of fitness and wellness, attracting tens of thousands of health and fitness enthusiasts over a weekend by showcasing a diverse array of activities, workshops, and experiences that promote a healthier lifestyle.
Photo: FWE Attendees pose after a class with celebrity fitness influencers.
AST: How is FWE bridging the gap in fitness participation between Asia and the Western world?
Charlz Ng: FWE has focused on creating an accessible and inclusive fitness festival tailored to diverse audiences in Asia. We begin by understanding the unique cultural and social dynamics of the region, then customise our festival experiences to meet these specific needs.
By blending traditional fitness activities with innovative wellness experiences, we’ve attracted a wide range of participants.
One of the key strategies we employ is partnering with local fitness influencers and community leaders to foster trust and encourage more people to engage in fitness activities. This approach not only increases participation but also creates a sense of community and belonging among attendees.
Photo: Charlz with FWE partners
AST: What role does FWE play in the rise of wellness tourism and specialised studios in Asia?
Charlz Ng: FWE is leading the wellness tourism trend in Asia by offering holistic fitness and wellness experiences that appeal to both local and international participants.
Our events integrate fitness activities with wellness workshops, meditation sessions, and nutrition seminars, creating an immersive and transformative experience. This comprehensive approach is highly attractive to wellness tourists seeking more than just a fitness routine.
In addition, FWE collaborates with specialised fitness studios and wellness centres to offer unique classes and workshops, further elevating the appeal of our events.
Photo: Charlz with Eco Lifestlye – long-term partners of FWE.
AST: FWE is one of the few festivals in Asia that brings high-level fitness and wellness experiences to a B2C audience. What are the most effective strategies for increasing event participation?
Charlz Ng: Increasing participation requires a multi-faceted approach. Digital marketing and social media are essential for creating buzz and awareness. We collaborate with influencers, instructors and Key Opinion Leaders (KOLs) across fitness and wellness to reach a broader audience and establish credibility.
Offering early bird discounts and exclusive packages helps incentivize early registrations, while engaging content, such as behind-the-scenes videos and live event previews, can generate excitement.
On-ground activations, such as pop-up events and community workouts, also play a crucial role in building momentum and providing people with a taste of the FWE experience. Ultimately, creating a seamless and enjoyable event experience encourages word-of-mouth promotion and repeat attendance.
If you want to learn more about FWE or the fitness and wellness ecosystem in Asia, reach out to AST today!
