Class of 2010, Applied Economics
Co-founder of Fitness Academy
Two-time CrossFit Champion
In 2015, when Cai Cheng stood in that empty space in Quarry Bay, the sea breeze swept through the room. The four walls were completely bare, the only solid thing beneath his feet was the concrete floor. His transition from a data analyst in the financial district to a pioneer in this place may have seemed sudden, but the seeds had long been planted.
Looking beyond the unfinished walls, he seemed to see the future: a place that would be not just a fitness facility, but the birthplace of a community. From the sports fields at BNBU to this space in Quarry Bay, what changed was only the location, while what remained unchanged was his passion and belief in teamwork and community.
Cai Cheng on the BNBU rugby field
From finance to fitness, rugby planted his entrepreneurial seed
In 2010, Cai Cheng graduated from BNBU with a degree in Applied Economics. After completing a one-year MBA program, he entered the energy trading sector. While his peers were still advancing in their careers, this young man who grew up by Victoria Harbour had already sharpened his market insights over the course of four years. Then one day, a friend casually suggested, “Why don't you open your own gym?” Like a pebble dropped into a still lake, the idea stirred the deep passion for sports that had always burned within him. Driven by his love for athletics and encouragement from friends, Cai Cheng co-founded Fitness Academy HK in Quarry Bay, Hong Kong, in 2015, establishing it as the fourth CrossFit-affiliated venue in the city.
At the start, difficulties came one after another. Facing six-figure monthly rent and CrossFit's niche market awareness, he abandoned traditional trial classes and launched “one-on-one in-depth assessments” instead. While other coaches were counting rest time between sets, he was studying clients’ breathing rhythm and joint mobility. This focus pushed his conversion rate above the industry average in no time.
His focus on people began at BNBU, where he co-founded the rugby team and took on management responsibilities in 2007. The team-building experience from BNBU later became the soul of his gym. Long-time members formed a volunteer welcome team, a coffee corner became a natural gathering spot, and a unique community took shape, something other gyms could barely copy. As dawn breaks over Quarry Bay, the sweat shed under the squat racks is no longer just about fitness, but a bond among kindred souls.
Breaking boundaries, a niche market nurtures new growth.
“We don't just teach fitness. We teach the ability to handle life.” That's how Cai Cheng defines his CrossFit philosophy. Unlike traditional gyms focused on muscle shaping, he elevates CrossFit as a form of preparedness training, which is rooted in the real-world demands of firefighters and police officers. It focuses on squats, jumps, climbing, and other practical skills, empowering people of all ages to handle daily challenges with confidence.
The turning point came during the rainy season of 2018. His team was developing a professional training program for pregnant women when a member casually asked, “Coach Cai, could you also teach my child how to exercise?” This simple question unexpectedly lit up a new business direction. Following this clue, Cai Cheng noticed an overlooked phenomenon: children were always hovering around the equipment area, eager to try with curiosity in their eyes, yet no professional courses existed for them on the market.
With economic rigor, his team analyzed the attention spans, bone development data, and interest patterns of children aged 6 to 10, turning their findings into intuitive color-coded charts. After months of testing, they found the winning formula: no more than two classes per week to maintain freshness, 70% gamified content to ensure engagement, and even mat thickness precisely calculated based on children's weight.
This program quickly took off. In 2021, as the first group of young members entered adolescence, the program naturally extended to cover teenagers aged 11 to 17, while the minimum age dropped to 4. Kids who once hid behind their parents were now moving with confidence. Their growth journey also witnesses how a niche market, discovered by chance, had grown into a solid pillar supporting the entire business.
Cai Cheng at work
Through the pandemic, member support lit the path ahead.
In 2020, the glass facades of Quarry Bay lost their rhythm for the first time. The heavy blow of the COVID-19 pandemic forced Fitness Academy into a long period of mandatory closure. Cai Cheng stood in the empty training area. The dumbbell racks glistened under the gloomy sky, like a steel forest frozen in time. The monthly rent of HKD 170,000 weighed on him like a boulder, but even more distressing was the lost physical connection with his members. The blue headbands during squats, the gritted teeth during deadlifts—all just memories now.
During the pandemic, Cai Cheng spoke to the South China Morning Post to give a voice to struggling small businesses. Looking back on those days, he admitted that every day when he walked into the empty gym, his heart was filled with uncertainty: “I didn't know how much longer we could hold on. I never expected this struggle to last five years.”
Faced with adversity, the team moved online with live classes and free videos. Remarkably, nearly half of their members kept paying fees, with some saying, “You have rent and coaches to pay.” That warmth was a lifeline in the darkness, yet it couldn't fully overcome the hardship of long-term closure.
The pandemic made Cai Cheng stronger. Now he tells himself, “If I could survive five years of COVID, nothing else is harder.” A saying he loves has become his business motto: “If God closes a door, He will surely open a window.” At the same time, he has come to cherish friendship and family even more, and to value the power that community culture brings.
True Connection, Media Response — Forging a Brand with Soul
After the interview was published, Cai Cheng received an overwhelming number of messages and comments. He read each one carefully, deeply moved and encouraged. “It felt like the pandemic hadn't destroyed the world after all, there was still warmth and positivity.” What touched him most was when a member started a thread on Instagram asking, “What is your favorite moment in FA?” Members began sharing their most cherished memories at Fitness Academy. That moment reignited his fighting spirit. “I told myself, as long as there is even a glimmer of hope, I will keep going. Not for anything else, but for all these people who have touched my heart.”
When a reporter asked what the gym meant to him, Cai Cheng broke down in tears on camera. “All the emotions just came flooding back. I wasn't prepared. I just spoke honestly.” That vulnerability resonated with many in the industry. He believes admitting vulnerability isn't weakness, but courage. “That video showed people who I really am and what I stand for. It helped build team cohesion and community support.”
This experience taught Cai Cheng the true meaning of community culture. It's not just small talk and parties, but a survival instinct that unites in times of crisis.
Post-pandemic challenges remain: members leaving, tighter budgets, new competitors. But the team avoids price wars, focusing on better service and stronger community. The trust built during the pandemic is no longer just business; it's a pact to face uncertainty together.
A work photo of Cai Cheng's team. Cai Cheng is the first from the right.
Two Titles, One Mission — Bringing Rugby's Legacy to a New Journey
Busy as he was running the gym, Cai Cheng never gave up his passion for CrossFit. In 2023, he won the CrossFit Open Hong Kong title. In 2024, he took first place at “The Grand Ultimate Fitness Competition”. These two titles reflected years of discipline and subtly shaped his career. The mindset of “push through even when exhausted” was already familiar to him. Years ago, on the BNBU rugby field, that same drive had carried him and his teammates to countless tries.
He has never forgotten the rugby field where his journey began. The BNBU pitch gave him his deepest lessons in teamwork, belonging, and community—values that now shape his gym. So, he gives back, sponsoring the team's jerseys year after year. It's more than branding. It's a passing of the torch, of passion, identity, and the belief that in a team, no one stands alone.
Reflecting on ten years of entrepreneurship, he says, “Knowing your bottom line is key to getting things done.” Plan your exit, finances, and boundaries from the start. These cold rules prevent deeper conflicts later. Success also depends on execution and attention to detail. No grand strategy survives without daily action and follow-through.
To struggling entrepreneurs, Cai Cheng says: “If God closes a door, He will sure open a window. On the entrepreneurial journey, hardship isn't the end, it might just lead you to a better path.”
His advice is simple but solid: be practical, stay humble, unite your team, and keep growing. Like a lifelong sport, don't rush, stay focused and keep practicing. That's how you build a business.
(Written by Hu Siying, Class of 2024, Master of Communication, BNBU.)
Company Introduction
Founded in 2015, Fitness Academy is located in the heart of Hong Kong's Eastern District, just steps away from Quarry Bay MTR station and Taikoo community. Fitness Academy is a comprehensive training facility integrating strength training, functional fitness, weightlifting, gymnastics, and multi-dimensional kids' fitness, offering you a unique sports experience through its distinctive community culture.
Industry: Culture, Sports and Entertainment (Leisure fitness and recreational activities)
Location: Shop D, G/F, Ying Lai Court, 901-907 King's Road, Quarry Bay, Eastern District, Hong Kong
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