CEO Insights Magazine

The fitness industry in Asia is experiencing a transformative phase, driven by increasing health consciousness, technological advance­ments, specialized offerings, and government support. With its immense potential for growth and a growing population that values wellness, the fitness industry in Asia is poised for continued expansion and development in the years to come. Recognizing the evolving landscape of the fitness industry, Mario Sulaiman, CEO & Founder, Superstar Fitness Indone­sia remains at the forefront of innovation and con­tinuously explores new avenues to meet the chang­ing needs and demands of customers. His focus on providing value-driven solutions, rather than simply selling based on price, sets Superstar Fitness Indone­sia apart from its competitors. Let’s read more about Mario and his successful venture in this interaction.

Can you provide a concise overview of your professional history and accomplishments? What drives your daily actions and routines?

I have gained expertise as a Business Analyst and Consultant, acquiring knowledge across diverse industries. Throughout my journey, I have had the opportunity to engage with numerous industry leaders, including John Franklin, the founder of a renowned fitness brand. It is the relentless desire for a more fulfilling life and the pursuit of my own aspirations. I believe in staying hungry for success and actively working towards my dreams, rather than being stuck in someone else's vision.

With approximately twenty years of profession­al experience, could you share your journey to­wards achieving success and your guiding prin­ciple for success?

To be candid, my path has been a mix of highs and lows. I also owned businesses in the FnB and services sectors, encountering the challenges of fierce competition and even facing bankruptcy. However, I firmly believe that we must persist and continue trying, as failure is an inherent part of progress. Each setback provides valuable lessons and contributes to our personal growth. It is essential to appreciate those failures and recognize that even in the darkest times, there is always a shining star.

How would you characterize Superstar Fitness Indonesia as an organization and its current market position?

In 2019, the global Fitness Industry reached a staggering worth of around 159.10 billion, but unfortunately experienced a significant decline of 32.45 percent in 2020. This decline continued into 2021-2022, resulting in the closure of approximately 200,000 clubs worldwide that previously served 184 million members. However, during this period, there was a remarkable growth in the Online, Digital, and Virtual Fitness Industry due to the increased demand for maintaining good health.

Despite this growth, there is a crucial element missing in the traditional brick-and-mortar gym experience: the social lifestyle aspect. Recognizing this gap in the Indonesian market, Superstar Fitness Indonesia has emerged to address this need. Our organization has assembled a team of superstar individuals with extensive experience in the Fitness Industry to provide exceptional service to our members. As a brand-new player, we are determined to revolutionize the industry and positively transform the landscape.

Tell us about your flagship offerings and what are the value additions that customers can expect from your offerings?

The previous mindset of brick-and-mortar gyms, especially those inside malls, was that they were expensive. However, Superstar Fitness Indonesia is redefining this perception by emphasizing that fitness and healthy living are for everyone, offering affordable membership prices. Our competitive pricing allows our members to enjoy a wide range of services and benefits. These include access to multiple classes, personalized and on-demand exercise programs, functional training, and gamified fitness experiences with points, badges, leaderboards, and rewards to motivate and engage users. We also offer time-optimized fitness programs such as HIIT, and holistic health services, including stress management, mindfulness, nutrition coaching, and traditional workouts. To ensure the safety and well-being of our members, we have partnered with one of the largest insurance companies in Indonesia to provide comprehensive fitness insurance coverage, offering additional peace of mind during training sessions. We take pride in creating an environment prioritizes comfort, safety, and a sense of belonging for all our members to feel like they own the place. We aim to inspire them on their fitness journey and help them achieve their desired physique.

What is your envisioned future destination?

Despite anticipating several challenges in the coming years, Superstar Fitness Indonesia is committed to long-term growth and aspires to become the leading fitness brand in Indonesia.

Given your extensive industry experience, what guidance would you offer to aspiring leaders in the field?

Instead of focusing solely on price, emphasize identifying the gaps in your customers' problems, rather than just their needs, and offer value-based solutions. Regularly monitoring various aspects of your operations is a highly effective approach to enhance overall performance and adapt to changes.

Mario Sulaiman, CEO & Founder, Superstar Fitness Indonesia

Hobbies: Travel, Sports, Movies and Reading

• Favorite Cuisine: Fried noodles, Grilled ribs and Indonesian street foods.

• Favorite Book:

Digital Transformation Playbook: Rethink Your Business for the Digital Age by David L. Rogers

New Encyclopedia of Modern Fitness Business Building, by Simon Lovell

Getting Things Done: The Art of Stress Free Productivity by David Allen

•Favorite Travel Destination: Indonesia’s nature