The Unbelievable Truth Behind Building Hong Kong's Top Female Gym

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You think you know what it takes to run a successful gym? Think again.

Meet Stephanie Poelman, the unstoppable force behind Pherform, Hong Kong's leading female-only gym. In this must-listen episode, Steph reveals the untold story of her journey, from HR to global fitness leader.

She pulls back the curtain on the unseen battles of gym ownership, including:

The Shocking Marketing Shift: Why she abandoned "transformations" and "before & afters" despite their popularity.

The Unpopular Decision: What happens when a member doesn't fit the culture (and why sometimes, you have to let them go!).

Building Beyond the Walls: The secret sauce behind Pherform's legendary community, from internal systems to their incredible "Dream Team" initiative for domestic helpers.

From Manager to Owner (Mid-Pandemic!): The daunting challenges and game-changing strategies that turned a managing director into a thriving business owner.

The Next Frontier: Stephanie reveals her ambitious plans to franchise Perform globally and build a lasting legacy.

If you're an entrepreneur, fitness enthusiast, or just love a powerful success story, this episode is packed with invaluable insights. Tune in now – you won't want to miss it!

Join us in this episode as we sit down with Ziggy, a mom of three, women's health coach, and co-owner of a cutting-edge gym in Hong Kong.

Ziggy shares her unique perspective on the evolution of the fitness landscape and her predictions for the future.

Discover how community-focused training, recovery practices, and a shift toward holistic wellness are shaping the industry.

With her wealth of experience, Ziggy discusses the challenges and opportunities ahead for fitness enthusiasts in Hong Kong.

Don’t miss this engaging conversation packed with insights and inspiration!

You heard it here first. On this raw, honest episode of Process Podcast, Ed and Izzy pull back the curtain on the biggest, most controversial decision they almost made: completely abandoning CrossFit.

For months, we were struggling. Public perception, internal challenges, and a feeling of being stuck led us to the brink of a complete methodology overhaul. We were literally days away from making a monumental shift that would have redefined everything you know about Coastal Fitness and Process Programming.

What changed our minds? 🤔 This episode dives deep into:

- The Unseen Struggles: Why CrossFit's future felt uncertain and how market realities pushed us to the edge.

- The Breakthrough Research: What our community really wants, and why our assumptions about your training motivations were wrong.

- The Power of 1% Changes: How re-evaluating our business, from onboarding to community events, proved to be the game-changer.

- Team Transitions & Podcast Evolution: Get the inside scoop on recent team changes and how this podcast is leveling up with Izzy as co-host and exciting new series formats.

- A Major Life Update: Ed shares some big personal news that will change everything!

Tune in for the full story. Don't miss this one! 

Vriko is a passionate entrepreneur and an advocate for redefining what it truly means to be healthy. Like Ed, she is also supporting the Rethink Healthy movement with AIA Voices.

From overcoming childhood insecurities to conquering a staggering 300 km run challenge in just six days, Vriko shares her inspiring story of transformation — not to motivate others, but to stay true to herself. She opens up to Ed about her journey of self-discovery, the internal pressures she’s faced, and why she believes authenticity is the real key to lasting well-being. With stories of resilience, honesty, and the power of embracing your full, complex self, Vriko reminds us that living authentically is the most impactful form of health.

This podcast episode was created in partnership with AIA Voices for the Rethink Healthy campaign, of which both Ed and Vriko are ambassadors. Rethink Healthy advocates for a personalized and more inclusive approach to health — whether physical, mental, financial, environmental, or beyond.

Jonathan Levitt is a long-distance running specialist, podcast host, and community organizer based in Colorado.When you think of summer, what’s the first thing that comes to mind? Beaches? Vacations? An icy drink? But if you’ve been hit with the running bug, it also means the hottest, hardest run sessions you’ll have all year. Is there anything we can do to stop turning into a hot, sweaty mess? Jonathan breaks down a few simple, key tips to keep you cool on the road.THIS PODCAST IS PROUD TO BE SPONSORED BY COMPANIES WE BELIEVE IN📖 todaywellspent.comSave 10% on your purchase of their science-based daily journal with offer code THEPROCESSCONNECT WITH JONATHANFollow Jonathan on Instagram: instagram.com/jwlevittFor the Long Run Podcast: forthelong.runTHIS PODCAST IS BROUGHT TO YOU BY THE PROCESS PROGRAMMINGWebsite: theprocessprogramming.comInstagram: instagram.com/theprocessprogrammingEducation: theprocessprogramming.com/coaching-education

Mui Thomas is a rugby referee, caregiver, yoga instructor, and most recently, a HYROX competitor.Fresh off of her HYROX relay race, Mui is not looking for any applause. This isn't about inspiring others; it's about a complex person pushing her own limits, just like anyone else. Hear the struggles, the triumphs, and the unexpected humor in her unique journey.THIS PODCAST IS PROUD TO BE SPONSORED BY COMPANIES WE BELIEVE IN📖 todaywellspent.comSave 10% on your purchase of their science-based daily journal with offer code THEPROCESSCONNECT WITH MUIFollow Mui on Instagram: instagram.com/mui_thomas92Find out more about Mui’s initiative: https://www.thegirlbehindtheface.comTHIS PODCAST IS BROUGHT TO YOU BY THE PROCESS PROGRAMMINGWebsite: theprocessprogramming.comInstagram: instagram.com/theprocessprogrammingEducation: theprocessprogramming.com/coaching-education

Dave Markham is the co-founder of the Clubhouse Gym in Hong Kong, a space built on community, connection, and holistic well-being.With a background in rugby and personal training, Dave shares his journey from athlete to business owner, the lessons learned along the way, and how he’s creating a gym that feels like a second home. By focusing on core values like rebuilding, recharging, and reconnecting, Dave is redefining what a fitness community can be—serving not just bodies, but minds and relationships.THIS PODCAST IS PROUD TO BE SPONSORED BY COMPANIES WE BELIEVE IN📖 todaywellspent.comSave 10% on your purchase of their science-based daily journal with offer code THEPROCESSCONNECT WITH DAVEinstagram.com/coach_darkhaminstagram.com/theclubhousehongkongTHIS PODCAST IS BROUGHT TO YOU BY THE PROCESS PROGRAMMINGWebsite: theprocessprogramming.comInstagram: instagram.com/theprocessprogrammingEducation: theprocessprogramming.com/coaching-education

In this episode of Process Podcast, Ed sits down with Ant, Karan, and Izzy to reflect on their recent HYROX Hong Kong race.

They dive into why they signed up, their goals, race strategies, what went right and wrong, and how they’d approach it differently next time.

Whether you're a seasoned competitor or curious about race mindset and preparation, this episode offers honest insights into the highs and lows of competitive endurance in Hong Kong’s vibrant fitness community.

THIS PODCAST IS PROUD TO BE SPONSORED BY COMPANIES WE BELIEVE IN

📖 todaywellspent.comSave 10% on your purchase of their science-based daily journal with offer code THEPROCESS

LOOKING FOR A HYROX PROGRAM? THE PROCESS HAS THREE!

For those who want to improve their running: https://store.wodup.com/the-process/hyrox-12-week-running-bias-programme

For those who want to improve their strength: https://store.wodup.com/the-process/hyrox-12-week-strength-biase-programme

For those who want to improve everything: https://store.wodup.com/the-process/12-week-hyrox-5-day-training-programme-regular

THIS PODCAST IS BROUGHT TO YOU BY THE PROCESS PROGRAMMING

Website: theprocessprogramming.com

Instagram: instagram.com/theprocessprogramming

Education: theprocessprogramming.com/coaching-education

Rylan Schadegg is an HYROX athlete in the coveted Elite 15, as well as endurance coach passionate about optimizing performance. With a background in trail running, obstacle racing, and strength training, Rylan shares his deep insights into race programming, assessment, pacing strategies, and the importance of balancing strength and endurance. Rylan's experience and practical advice will inspire and guide you on your fitness journey. Ed asks Rylan to dive into the science and strategy behind racing smarter, training better, and pushing the limits in HYROX. THIS PODCAST IS PROUD TO BE SPONSORED BY COMPANIES WE BELIEVE IN 📖 todaywellspent.com Save 10% on your purchase of their science-based daily journal with offer code THEPROCESS CONNECT WITH RYLAN instagram.com/rylanschadegg THIS PODCAST IS BROUGHT TO YOU BY THE PROCESS PROGRAMMING Website: theprocessprogramming.com Instagram: instagram.com/theprocessprogramming Education: theprocessprogramming.com/coaching-education

Our in-house content creator Alex breaks down how he and his team are making the new BUILD programme Instagram account. Alex is no stranger to gym content, so what about BUILD fires him up? The same reason he loves to make videos in the first place. Find out how this new project challenges him and his team to put together a new kind of content to The Process arsenal! THIS PODCAST IS PROUD TO BE SPONSORED BY COMPANIES WE BELIEVE IN 📖 todaywellspent.com Save 10% on your purchase of their science-based daily journal with offer code THEPROCESS FOLLOW BULD Instagram: instagram.com/buildprogramme Schalk: instagram.com/schalk.v Izzy: instagram.com/isabellwolfe THIS PODCAST IS BROUGHT TO YOU BY THE PROCESS PROGRAMMING Website: theprocessprogramming.com Instagram: instagram.com/theprocessprogramming Education: theprocessprogramming.com/coaching-education

Izzy shares her insights on creating strong team relationships and cultivating a positive company culture. Drawing from her experience at Coastal Fitness and beyond, Izzy reveals how fostering authentic relationships at work transforms teams, boosts morale, and drives success. From navigating challenging conversations to building genuine connections with colleagues, Izzy emphasizes the importance of trust, empathy, and values in leadership. THIS PODCAST IS PROUD TO BE SPONSORED BY COMPANIES WE BELIEVE IN 📖 todaywellspent.com Save 10% on your purchase of their science-based daily journal with offer code THEPROCESS THIS PODCAST IS BROUGHT TO YOU BY THE PROCESS PROGRAMMING Website: theprocessprogramming.com Instagram: instagram.com/theprocessprogramming Education: theprocessprogramming.com/coaching-education

Josh Stone is a working professional who, with his teammates, rowed across the Atlantic Ocean in 42 days. From tackling extreme physical challenges to discovering life-changing perspectives on purpose, gratitude, and resilience, Josh reveals how saying "yes" to bold experiences can transform your life. His story is an inspiring reminder that pushing beyond comfort opens new horizons—both in sport and in life. THIS PODCAST IS PROUD TO BE SPONSORED BY COMPANIES WE BELIEVE IN 📖 todaywellspent.com Save 10% on your purchase of their science-based daily journal with offer code THEPROCESS THIS PODCAST IS BROUGHT TO YOU BY THE PROCESS PROGRAMMING Website: theprocessprogramming.com Instagram: instagram.com/theprocessprogramming Education: theprocessprogramming.com/coaching-education

Maya Rolston is a nutritionist based in Hong Kong dedicated to helping women unlock confidence, improve their relationship with food, and achieve their health and performance goals. Today, Maya shares her personal journey — from early insecurities and unhealthy habits to becoming a trusted expert in nutrition. She reveals practical strategies to ditch the all-or-nothing mindset, develop sustainable habits, and find peace with food. Maya combines science-backed advice with a compassionate approach, guiding her clients to break free from restrictive diets and negative habits. THIS PODCAST IS PROUD TO BE SPONSORED BY COMPANIES WE BELIEVE IN 📖 todaywellspent.com Save 10% on your purchase of their science-based daily journal with offer code THEPROCESS CONNECT WITH MAYA Reach her on Instagram: instagram.com/mayarolstonnutrition Apply for her 1-on-1 nutrition coaching: mayarolstonnutrition.com THIS PODCAST IS BROUGHT TO YOU BY THE PROCESS PROGRAMMING Website: theprocessprogramming.com Instagram: instagram.com/theprocessprogramming Education: theprocessprogramming.com/coaching-education

John Keane is a high performance and mindset coach dedicated to helping entrepreneurs, leaders, and individuals break out of their current limitations to become the person they truly want to become. Ed sits with John to share powerful stories, practical tools, and transformative insights on overcoming self-sabotage, shifting mindsets, and rewiring habits that hold us back. Discover how to deconstruct limiting patterns, embrace your future self, and create lasting change – whether you're feeling stuck in your career, habits, or beliefs. It’s time to rethink what’s possible and take actionable steps toward the life and success we desire. THIS PODCAST IS PROUD TO BE SPONSORED BY COMPANIES WE BELIEVE IN 📖 todaywellspent.com Save 10% on your purchase of their science-based daily journal with offer code THEPROCESS CONNECT WITH JOHN Reach her on Instagram: instagram.com/john.keane_coach THIS PODCAST IS BROUGHT TO YOU BY THE PROCESS PROGRAMMING Website: theprocessprogramming.com Instagram: instagram.com/theprocessprogramming Education: theprocessprogramming.com/coaching-education

The CrossFit Semifinals just wrapped up and we have thoughts! Are current Semifinals a chaotic, inconsistent mess? Does the variation in tests, length, and quality leave athletes and fans confused about what truly determines fitness? Ed and Ant propose a reimagining of this stage of the CrossFit season. From standardized testing to smarter programming, they challenge the status quo and lay out a blueprint for a fairer, more credible path to the CrossFit Games. THIS PODCAST IS PROUD TO BE SPONSORED BY COMPANIES WE BELIEVE IN 📖 todaywellspent.com Save 10% on your purchase of their science-based daily journal with offer code THEPROCESS CONNECT WITH TAMMI & CAL Tammi: instagram.com/tamarind111 Cal: instagram.com/calbowness THIS PODCAST IS BROUGHT TO YOU BY THE PROCESS PROGRAMMING Website: theprocessprogramming.com Instagram: instagram.com/theprocessprogramming Education: theprocessprogramming.com/coaching-education

Meg McDermott just competed at the Far East Throwdown and finished in the top 10

Meg sits with Chris to reveal the long road that brought her to this competition floor and how it was a celebration of resilience and growth. She shoes what it truly means to train with purpose, embrace challenge, and find strength both in body and mind.

THIS PODCAST IS PROUD TO BE SPONSORED BY COMPANIES WE BELIEVE IN
📖todaywellspent.com
Save 10% on your purchase of their science-based daily journal with offer code THEPROCESS

CONNECT WITH MEG
Reach her on Instagram: instagram.com/meganjoy.m 

THIS PODCAST IS BROUGHT TO YOU BY THE PROCESS PROGRAMMING
Website: theprocessprogramming.com 
Instagram:  instagram.com/theprocessprogramming 
Education: theprocessprogramming.com/coaching-education 

Cal and Tammi just completed the legendary Conquer the Wall marathon, a race unlike any other. Blending trail running, mountain climbing, and sheer survival, this marathon takes place on the Great Wall of China. Cal and his coach Tammi share their epic journey, the mental battles they faced, and the profound lessons learned about resilience, community, and pushing beyond limits. THIS PODCAST IS PROUD TO BE SPONSORED BY COMPANIES WE BELIEVE IN 📖 todaywellspent.com Save 10% on your purchase of their science-based daily journal with offer code THEPROCESS CONNECT WITH TAMMI & CAL Tammi: instagram.com/tamarind111 Cal: instagram.com/calbowness THIS PODCAST IS BROUGHT TO YOU BY THE PROCESS PROGRAMMING Website: theprocessprogramming.com Instagram: instagram.com/theprocessprogramming Education: theprocessprogramming.com/coaching-education

Dr. Erica Tse is a licensed chiropractor and member of Coastal Fitness, here with use today to demystify the world of chiropractic care. Dr. Tse sits with Chris to share her evidence-based approach to tackle common chiropractic myths. She offers how chiropractic can be a safe, effective, and data-driven treatment for pain, injury prevention, and long-term health. So, what’s the truth behind the cracks and pops that go with alignment? Let’s find out! THIS PODCAST IS PROUD TO BE SPONSORED BY COMPANIES WE BELIEVE IN 📖 todaywellspent.com Save 10% on your purchase of their science-based daily journal with offer code THEPROCESS CONNECT WITH DR. TSE Dr. Tse’s Instagram: instagram.com/ericawltse_ Schedule an appointment at up!health: instagram.com/uphealthhk THIS PODCAST IS BROUGHT TO YOU BY THE PROCESS PROGRAMMING Website: theprocessprogramming.com Instagram: instagram.com/theprocessprogramming Education: theprocessprogramming.com/coaching-education

Claire Burley is a full-time professional rower of the Hong Kong national team Chris sits down with Claire to explore her inspiring journey from burnout to elite athlete. With insights into the demanding world of professional rowing, her experiences with a condition known as RED-S, her own neurodiversity, and personal growth, Claire reveals how sport can be a powerful tool for belonging, resilience, and self-discovery. THIS PODCAST IS PROUD TO BE SPONSORED BY COMPANIES WE BELIEVE IN 📖 todaywellspent.com Save 10% on your purchase of their science-based daily journal with offer code THEPROCESS CONNECT WITH CLAIRE Claire’s Instagram: instagram.com/cb.rowing Learn more about RED-S: instagram.com/project_reds_ Learn more about neurodiversity in sport: instagram.com/neurodiversesport THIS PODCAST IS BROUGHT TO YOU BY THE PROCESS PROGRAMMING Website: theprocessprogramming.com Instagram: instagram.com/theprocessprogramming Education: theprocessprogramming.com/coaching-education

Please welcome our newest addition to The Process HQ Team, Jeff Lam! From military service in Afghanistan to firefighting, and now coaching, Jeff tells an incredible story of resilience and growth. He shares with Ed raw insights on training in extreme conditions, the realities of military life versus Hollywood, and his mission to make fitness accessible for everyone. THIS PODCAST IS PROUD TO BE SPONSORED BY COMPANIES WE BELIEVE IN 📖 todaywellspent.com Save 10% on your purchase of their science-based daily journal with offer code THEPROCESS CONNECT WITH JEFF Jeff: instagram.com/jehphry THIS PODCAST IS BROUGHT TO YOU BY THE PROCESS PROGRAMMING Website: theprocessprogramming.com Instagram: instagram.com/theprocessprogramming Education: theprocessprogramming.com/coaching-education