This biz is disrupting the M’sian fitness industry with gym “cubes” for rent at RM75/hr

Private gyms seem to be all the rage these days, with more people looking for exclusivity and privacy to better fulfil their fitness goals.

One business that’s arguably taking this concept to the next level is Kamileon, which has been introducing private fitness “cubes” for rent to the Malaysian market.

Two Brits in Malaysia

The founders behind Kamileon are Alistair Lee and Richard Fleming, both of whom are from the UK.

Alistair boasts a strong background in sales and customer service, having worked for STA Travel and Travelpack. His extensive travels throughout the APAC region also gave him a better understanding of local cultures.

Meanwhile, Richard has held senior roles in the leisure and hospitality sectors, including Head of Fitness at NBC Universal Pictures and Sales & Marketing Director at David Lloyd Leisure. He has overseen the launch of some of the largest health clubs in Europe and developed strategies to grow businesses across multiple sectors.

For the past seven years, the duo has lived in Malaysia, where they have honed their passion for fitness and entrepreneurship.

Their combined expertise and passion laid the foundation for Kamileon Fitness.

Kamileon Fitness offers two distinct establishments with two different experiences—KamileonCUBE and KamileonX.

Fully equipped gyms for rent

Offering private fitness spaces, KamileonCUBE has expanded to five locations around the Klang Valley. Namely, they’re in Sri Hartamas, Ampang, Damansara Heights, and Subang.

The business got its start in 2021, though the concept was in the works long before that.

“The initial idea was born out of a dual frustration: There was a growing number of personal trainers and fitness professionals with a desire to go out on their own, provide a world-class experience to clients, and build their own business,” the team pointed out. “But the startup costs to opening a gym were prohibitive.”

KamileonCUBE was thus born as the solution, offering these professionals a range of fully equipped rooms (or CUBEs as they call it).

To help these individuals’ businesses take off, Kamileon lets them host classes free of charge while they build a client base.

“We don’t take any percentage of the revenue,” they clarified. “They can use our CUBEs to grow and we don’t tie them to us. They are free to work anywhere else and/or start their own gym.”

They elaborated, “We are looking for long-term partners, not a quick buck.”

At the same time, they also noticed gym-goers seeking private, flexible fitness spaces—especially in the post-pandemic world. Traditional gyms can be very crowded, so there was a need for fitness solutions that allowed for more control and privacy.

With that, KamileonCUBE also exists as a space for individuals to rent out fully-equipped gyms for personal use. For their studios, they include amenities such as air conditioning, sound systems, ballet barres, sprung wooden floors, lockers, as well as changing rooms and showers.

“Our primary target demographic is fitness enthusiasts who value privacy and flexibility. This includes busy professionals, fitness coaches needing a space for their clients, and individuals who prefer a private workout environment,” they explained.

Essentially, KamileonCUBE can be used for activities such as personal training, small group sessions, and physiotherapy.

A comprehensive user experience

Simplifying the user experience, Kamileon has its own app.

After registering via their app, users can browse available CUBEs and book their preferred time slot. An email confirmation with a PIN for entry will be sent. A single booking is priced at RM75/session, but there are various plans and packages available.

Once their session is over, they simply check out, and the space is reset for the next user.

“It’s a straightforward, hassle-free experience with the benefits of a fully equipped gym minus the crowds,” the team explained.

Before accessing a CUBE, users agree to a set of guidelines that cover equipment handling, ensuring a respectful and safe experience for all.

The team also monitors the spaces with a CCTV to ensure proper conduct and safety, while still maintaining user privacy.

Additionally, the team conducts periodic checks to ensure everything is in order.

An inclusive gym for all

Starting with the CUBEs, the business expanded to launch something called KamileonX in 2023.

Located in Ampwalk, Jalan Ampang, KamileonX focuses on class-based workouts and functional fitness. It comprises an affiliated HYROX studio, Reformer Pilates, and even a kids’ gym.

“We also take pride in being a family-orientated gym, introducing a unique concept in KL where parents can work out while their kids enjoy activities in the kids’ gym (Urban Jungle),” they pointed out.

The spacious common area also serves as a relaxing social hub where people can grab smoothies, coffee, or get some work done. This makes KamileonX more than just a gym, but rather an inclusive community and lifestyle space.

“We are the only inclusive health and fitness hub in Malaysia, incorporating kids, adults of multiple modalities, and a café,” they said. “[There aren’t] many places that an adult can go have a workout while the kids learn to backflip.”

Franchising the brand

Currently, all CUBEs are owned and managed by Kamileon, ensuring they maintain control over the quality of the experience. Users pay per session or can opt for a subscription package for more frequent use.

The company’s revenue stream is primarily derived from bookings, but they also offer additional services, like personal training, to supplement income.  

“As we continue to grow, we’re focused on scaling KamileonCUBE by expanding into new locations,” they said. “Our first step is to replicate our successful model in other high-demand areas in Kuala Lumpur and eventually nationwide.”

In fact, the team is already talking with potential partners to franchise their concept.

Teasing their upcoming plans, Kamileon shared that they are opening another “boundary-pushing experience” in Bukit Bintang in January 2025.

Featured Image Credit: Kamileon