When The Going Gets Tough

How Bebe Ding helped turn “a crazy idea” into one of Singapore’s most successful fitness businesses.

- Adora Wong

It’s no understatement to describe Beatrice “Bebe” Ding as sporty. The 30-year-old, who co-founded fitness concept Cru with her two elder siblings in 2014, oversees training of its instructors in spinning, boxing, yoga, and high-intensity interval training (HIIT). Cru now has five studios across Singapore – two for Crucycle, and one each for Crubox, Cruyoga and CruHIIT.

The Ding kids were born to parents who owned businesses in industries such as shipping and real estate. So while striking it out on their own might have come naturally, it was far from easy. “We were all very rambunctious growing up. Everyone thought it was a crazy idea when we decided to do business together,” says Bebe.

KEEPING IT IN THE FAMILY

Bebe, along with elder sister Valerie, 34, and brother Calvin, 33, spent their early days shuttling between Singapore and Los Angeles. It was in the American city that they attended high school and college – and eventually picked up spinning.

They loved it so much, they decided to popularise the concept in Singapore. Crucycle was the first to open. “In the beginning, when it was just us, my brother and I taught classes on top of doing admin and handing out shoes. I also created the website while he swept the floor,” says Bebe. These days, Calvin handles production, and Valerie, marketing.

And while a family business may sound like all play and little work, it does come with challenges.

“We’re all very strong-headed, so when we were younger and didn’t know how to control our tempers, we let fights get in the way of decisions. We stepped on each other’s toes a lot,” recounts Bebe.