We are excited to announce our investment in BeFit, the Philippines’ first high-value, low-cost (HVLC) gym chain designed to make quality fitness truly accessible. BeFit has a simple yet powerful mission: deliver an elite gym experience at a budget-friendly price. By combining strategic site selection, world-class operators, and a community-first brand, BeFit is poised to expand the Philippines' underpenetrated gym market and elevate the experience of going to the gym. DSG Consumer Partners is backing Angelo Lee and his team to build a national gym brand that redefines the country’s fitness landscape, and here’s why:

A Market Ready to Move

Southeast Asia's health and fitness club market was valued at USD 2.7 billion in 2024 and is expected to grow to USD 4.2 billion by 2030 at a CAGR of 9.4% [1]. In the Philippines, the health and fitness club market was valued at USD 256 million in 2021, with the country having one of the lowest gym penetration rates in the region at 0.5% [2].

It is our belief that this penetration gap reflects a supply problem, not a demand problem. Current gym options leave a wide middle segment completely underserved. Premium international chains cater to affluent consumers and expats with top-tier facilities but charge rates that exclude most Filipinos. At the other extreme, neighborhood gyms offer lower prices but compromise on space, equipment quality, and consistency. The result is a missing middle, an option that is both affordable and high-quality, which is what BeFit is ready to fill. By offering a premium feel at a mass-market price, BeFit can attract the huge segment of Filipinos who want to go to the gym but have been priced out by existing offerings.

The BeFit Business Model

BeFit stands apart by delivering a High-Value, Low-Cost (HVLC) model that hits the sweet spot between price and quality. The accessible pricing with no lock-in contracts encourages habit formation - it is cheaper than a weekly restaurant meal, making it easy to justify even for cost-conscious consumers. Yet despite the low fee, members get a high quality experience: top-notch workout machines, clean and spacious facilities, and even perks like group classes included.

BeFit is also redefining the concept of a “budget gym” by using large-format clubs with premium facilities. These clubs will be 2.5x larger than the average gym in the Philippines. Members can enjoy uncrowded workout spaces, modern equipment zones, and dedicated areas for functional training and classes without the premium price tag.

Community and inclusivity lie at the heart of BeFit’s model. The gyms are designed to be welcoming and community-focused, especially for first-time gym-goers. The atmosphere is intentionally non-intimidating: whether you are an absolute beginner or a fitness fanatic, BeFit wants you to feel at home. This ethos echoes Planet Fitness’s famous “Judgment Free Zone” and is crucial in a market where many have never joined a gym before.

Recent consumer research reinforces this opportunity. In a proprietary quantitative study we conducted with 600 Filipino consumers, only 12% of low-income Filipinos (monthly household income below PHP 40,000 or ~USD 680) currently pay for gym memberships, compared to ~30% of high-income respondents  (above PHP 80,000 or ~USD 1,360) [3].

This income gap extends to behavior. Only 18% of the low-income population regularly engage in gym/ strength training, while for the higher-income segments, gym-based training ranks as the third most popular form of physical activity.

Yet when asked what Filipinos would spend on if money were not a barrier, 35% of lower-income and 43% of higher-income consumers said they would join “a gym or studio I really like.” This clearly indicates that Filipinos want access to quality fitness experiences, they have simply lacked affordable options to participate in.

The Team Behind BeFit

Angelo Lee brings a unique combination of real estate, financial expertise and local market understanding. His track record with a background in private equity and as an angel investor demonstrates pattern recognition, especially in consumer rollouts. For BeFit, Angelo's real estate relationships provide a distinct competitive advantage, securing prime locations on fair terms that improve unit economics from day one.

Joining him is Tania Machado, a 20-year fitness veteran who led PureGym's Middle East expansion and scaled multiple chains across Saudi Arabia and Europe. Tania relocated to Manila specifically for this opportunity, bringing institutional operational rigor to site selection, staff training, and launch sequencing. Tania knows what works (and what doesn’t) in gym operations, and she’s laser-focused on delivering an excellent member experience at scale.

Local advisors round out a team deeply fluent in rapid retail expansion and consumer brand building across the Philippines.

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Looking Forward: A Movement for a Healthier Future

BeFit is more than just a gym venture, it is the start of a health and wellness movement in the Philippines. We partnered with BeFit because we see a rare convergence of factors: a huge market void waiting to be filled, a business model with proven global success, and a top-notch team capable of executing with passion and precision. BeFit’s vision of “fitness for everyone” resonates strongly in a country where wellness has long been a luxury. By making fitness high-quality, affordable, and engaging, BeFit is ready to change the way Filipinos approach exercise, from a chore or a privilege, to an enjoyable part of everyday life.

At DSG Consumer Partners, we are proud to support Angelo and the BeFit team in this journey to become a catalyst for healthier lifestyles across the Philippines.

Follow BeFit's journey on Instagram or Facebook and look out for the first few locations soon!

Footnotes:

[1] Mordor Intelligence, Southeast Asia Health And Fitness Club Market Size & Share Analysis, 2025 - 2030

[2] IHRSA Health Club Consumer Report, 2022

[3] DSGCP, Toluna, Beyond Diets and Dumbbells: Unlocking How SEA Eats, Moves and Lives Well Report, 2025

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