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Meet Bebe Ding of CruBox in West Hollywood

Today we’d like to introduce you to Bebe Ding.

Bebe, please share your story with us. How did you get to where you are today?
Five years ago, my siblings and I opened our first indoor cycling studio in Singapore called CruCycle. It was one of the first boutique fitness studios on the island and with the support of our friends and family, we grew to be a leading fitness brand in Asia. We’ve always had a vision of creating a Cru empire, consisting of different concepts. So when the time came for us to open our second location two years ago, we decided to open a fitness boxing studio called CruBox in West Hollywood. My siblings and I grew up in between Singapore and LA, so opening it in that location was a natural decision for us.

Opening in West Hollywood, one of the world’s most competitive fitness-centric neighborhoods, was a great challenge for us. A lot of people definitely doubted us, these three “kids” from Asia! However, I think we’ve been able to prove a lot of them wrong.

This year, we opened CruBox in Singapore, our third studio. We continue to have a lot of ideas and it’s been such a journey. We don’t plan on slowing down anytime soon…

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Wow, there have been so many fuck-ups along the way but that’s where the learning happens right! I hadn’t even graduated college when we first began incorporating the company so I was definitely much more naive, less careful and less knowledgeable at twenty-one years old. I was the youngest employee of my own company. Besides running the business (and I really mean learning how to run a business), I was also trained to be an instructor. So I was handling operations whilst teaching about nine classes a week and that was a huge struggle in the early days.

Running the business with two older siblings while simultaneously living together, eating together, and having the same friends was initially pretty suffocating and led to many arguments. This, however, taught us how to properly divide our roles so that we weren’t constantly stepping on each other’s toes. which is important because our teams currently run across two countries. We are constantly growing, and every day we are learning more and more about how to properly manage our employees and different personalities in order to maintain a fun, positive but also trusting work environment.

Being a young Asian American female in the fitness industry is a rare sight, let alone studio owner, and thus proved quite challenging. Overall, I’m grateful that it hasn’t been a completely smooth journey because it’s taught me so many of my life’s greatest lessons.

CruBox – what should we know? What do you guys do best? What sets you apart from the competition?
Cru is a fitness brand that is known for not only fun fitness programs that are done to the beat of the music in a dark room but also sleek and sexy, non-competitive environments for people to work out in. I believe that our brand has been so successful because every detail is executed with passion and personality, from the designs of the merchandise to the interior design of each studio. Our logo is a wolf because we grew up raising lots of dogs specifically huskies, hence we call ourselves The Wolf Pack!

My brother and I are the Master Trainers, which has allowed us to maintain a certain quality of instructors and also to build connections with most of our clients when they come to our classes. We love throwing events and have partnered a lot with Lululemon in hosting outdoor events at iconic locations around the city, but we’ve also partnered with brands like Soho House, Bumble, Kora and Nike just to name a few! Basically, we like to keep things fun and interesting.

What is “success” or “successful” for you?
Success to me is measured by happiness. I could have billions of dollars, own successful companies and everything I’ve ever wanted. But, if I’m not happy then none of those would mean anything to me.

I’ve always been ambitious and I know that I’ll be working for as long and hard as I can until I can’t. However, it has to be for things I’m passionate about.

I believe that happiness can be achieved through well-being, giving, friendships, achieving wisdom and constant self-actualization. I always ask myself if I love what I’m doing if I’m properly utilizing my talents and core strengths, and if I like the direction I’m headed in.

I’m successful as long as I live each day to the fullest.

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