In an exclusive interview with The Exchange Asia, Sheyong Tan, Co-Founder and CEO of BiiB, shared his insights into how the platform is revolutionising the fitness industry by transforming solitary activities like running into community-driven experiences.
A Vision for Inclusivity and Support
BiiB was born from a simple yet powerful idea: to make fitness more inclusive and socially rewarding. As a runner himself, Tan recognised that while running is often seen as a solitary pursuit focused on individual performance, there’s immense value in creating a supportive community. “Running is often a solitary pursuit where individual performance and speed are highly valued. As a runner myself, I know how impactful it is to belong to a supportive group,” Tan explains. This realisation inspired Tan and his co-founders to create a platform where people could set and achieve fitness goals together, turning wellness into a shared journey rather than a competitive race.
A Collaborative Approach to Fitness
At its core, BiiB is a software-as-a-service (SaaS) platform designed to facilitate fitness challenges that encourage collaboration rather than competition. Participants can set collective goals—whether it’s reaching a certain number of steps or covering a specified distance—and track their progress through the BiiB app. The emphasis is not on individual speed or performance; instead, it’s about achieving something as a team. “The focus isn’t on who’s the fastest—it’s about accomplishing something as a team. This group-oriented structure keeps people motivated, accountable, and engaged,” Tan explains.
The Early Days
The journey to developing the BiiB app began unexpectedly when Tan and his team organised a running challenge. When over 600 participants signed up, they realised they needed a way to track distances and calculate results. “We couldn’t find any existing tools that met our needs, so we decided to create the first version of the app within four months,” says Tan. The early stages weren’t without their challenges, but the overwhelming interest from participants confirmed that there was a real demand for a platform that reimagined running as a team sport.
Inclusivity at the Core
Inclusivity is a central value for BiiB. The platform’s focus on running and walking—activities that require little more than a pair of shoes—ensures that fitness is accessible to everyone, regardless of experience or background. Tan emphasises, “Unlike other sports that require special equipment, running and walking are accessible to nearly everyone. By keeping it simple and accessible, we encourage as many people as possible to take part and benefit from a healthier lifestyle.”
Wellness and Team-Building for Businesses
For businesses, BiiB offers a unique solution for promoting workplace wellness and team-building. Organisations can use the platform to organise large-scale fitness challenges that bring employees together to work towards shared health goals. Unlike traditional team-building events, BiiB’s challenges can scale to accommodate thousands of participants across various locations. “This inclusivity fosters camaraderie and teamwork, creating a culture of collaboration that extends beyond the challenge itself and into the workplace,” Tan explains.
A Successful Partnership with Malaysia’s Health Ministry
In August, BiiB had the opportunity to partner with Malaysia’s Health Ministry for the Langkah Sihat Putrajaya step challenge. The event, which involved public servants from 26 ministries, saw an impressive response. “Seeing people so motivated and engaged in pursuit of a shared goal was a breakthrough for us,” Tan reflects. “It highlighted BiiB’s potential to inspire mass participation and unite diverse groups, bringing an entire city together in the spirit of fitness and teamwork.”
Expanding Beyond Malaysia: BiiB’s Global Vision
With the increasing demand for community-driven fitness solutions, BiiB is now looking to expand beyond Malaysia. Tan notes that the platform is already receiving organic interest from companies in other countries. To support this growth, BiiB is working on addressing language barriers and time zone differences to ensure that its platform remains adaptable to the needs of users around the world. “We believe that our inclusive approach to fitness resonates with people globally, and we’re excited to take BiiB beyond Southeast Asia,” says Tan.
Creating Shared Journeys to Wellness
BiiB’s appeal lies in its ability to create a shared journey towards wellness. For individual users, being part of a team provides a motivational boost, while for corporations, the platform offers a practical solution for building a healthier, more connected workforce. “Employees can participate in wellness challenges that foster teamwork and friendly competition, leading to better physical health and stronger workplace bonds,” Tan concludes. This dual value—health benefits and social connections—makes BiiB a powerful tool for individuals and organisations alike, promoting well-being and togetherness in an increasingly disconnected world.
