From The Straits Times    |

Image Credit: Cru, Artwork: Jane Tan

Do you like your job? Or wonder what it would be like if you’d gone against your parents’ advice and pursued your dream career? Her World’s Career Confessions column spotlights the professional journeys of its subjects and reveals how each individual’s career path and the choices they have made can have an impact on their personal finances, psychological health, and interpersonal relationships.

Strobe lights are flashing, upbeat music is blasting from the speakers, and you’re pedaling to the beat of a catchy rhythm – spin classes have become a cult workout in Singapore, if the number of studios popping up around our island is anything to go by.

But while spinning might be one of the most popular workouts today that draw die-hard devotees and occasional visitors alike, it hasn’t always been this way. In fact, when Beatrice “Bebe” Ding first launched a studio alongside her siblings ten years ago, the local scene “was relatively flat”, she describes. 

The youngest of three, Bebe and her siblings spent much of their childhood between Los Angeles and Singapore. They were inspired by LA’s fitness-driven vibe, and wanted to bring a slice of the scene to Singapore – so much so that they started brainstorming for their own fitness brand even though Bebe and her older brother, Calvin, were still in college at that time.

“There was simply a gap in the market and we knew it’d be a viable business idea, so between classes, we just got to work and started to create the brand,” recalls Bebe. “In 2014, we became the first studio of its kind to open.”

Today, Cru has three studios in Singapore and Los Angeles: two on Duxton Road and Orchard Road, Singapore; one on the world renowned Melrose Avenue in West Hollywood, Los Angeles. The brand has also expanded into concepts like CruBox and CruYoga, and it has also launched a virtual studio, CRU TV.

Bebe is the master instructor of the Cru brand, a role that she stumbled into when the siblings couldn’t find instructors to hire that fit the brand. “Through the process I have learned incredible life lessons: I can now dance on stage sober in front of many people and that I’m not so bad at public speaking after all!”

In her career confession below, she shares more about the realities of building a fitness studio in Singapore, as well as how working out can help one’s wellness – both physically and mentally. 

Name: Bebe Ding
Highest Education: Bachelors in Communication
Job Title & Industry: Founder & Master Instructor of CRU
Years of Work Experience: 10

Bebe Ding, founder & master instructor of CRU. Credit: CRU

What do you do, and how would you describe your career?

I’ve been the co-founder and master trainer of CRU for most of my professional working career. It’s been about 10 years since we started this family-run fitness business and I’m actually extremely fortunate to be able to call it all three – a job, a career, as well as a calling that I’m extremely passionate about.

Everyday I get to show up to things I couldn’t live without: fitness, music and connecting with people. It’s apparent, however, how unconventional my career choice was for a financial city like Singapore – especially in the early years. Instead of working in a corporate office, I stuck out wearing my Lululemon gym clothing around in the day instead of office garb. These days, however, I don’t stick out as much, since fitness has become more mainstream.  

It’s apparent how unconventional my career choice was for a financial city like Singapore.

Bebe Ding

Is this the career path that you envisioned for yourself, or do you wish you were doing something else?

To be honest I did not grow up dreaming of being in this industry or in this role, but I hail from a family of business owners so I guess that was what felt natural to me. In college I had even started a small pastry business — I almost dropped out to pursue it! 

In terms of teaching, it was when we couldn’t find any instructors to hire that fit the brand that my brother and I decided to train to become instructors ourselves. Through that process I have learned incredible life lessons: I can now dance on stage sober in front of many people and that I’m not so bad at public speaking after all! 

I’m incredibly grateful my job is to lead, coach, inspire. Even if I’m tired or low, my mood changes once I step into the studio. As humans naturally evolve over time, there have only been moments I knew I could do more, albeit never anything in a completely different path. The evolution of Cru reflects the growth my siblings and I have experienced over time, launching new concepts and even studio “facelifts” are a symbol of that. I’m committed to growing my teaching skills, it’s something I truly enjoy.

Would you say that your life is primarily career-oriented?

I feel like I used to exclusively live in pure spontaneity, having a lot of fun going with the flow but didn’t take a career so seriously. Somewhere along the line I’ve become a huge planner also. I’d like to say I’m more balanced now, but much more ambitious and more confident. I think confidence is the key that can unlock successes, and when you feel at ease in your ability to take risks or make decisions whether right or wrong, more opportunities come your way.

What is it like building your own business from the ground up?

My siblings and I are proud to say that we have experienced every role from the ground up. In the beginning we cleaned the bikes, answered the phone, replied to the emails, taught most of the classes, hired our first employee, then our second…and so forth.

To date, we have hired somewhere between 150 to 200 employees across all stores to represent the brand, and we love that we get to share our experiences of building this business with all of them, both of losses and triumphs.

What are some of your long-term plans?

For CRU, you will see! Personally, I got my certification in holistic nutrition and have attempted to re-enter the food space but timing has not been right. It’s something else that I’m extremely passionate about and will cross that off my list in the near future.

Do you feel pressure to have a successful career, or to earn more money? If you do, is it mainly internal or external pressure?

I love to work, and I love what I do, which is definitely handy when it comes to earning more money or having a successful career. It makes the job easier. I don’t necessarily feel pressured but I also don’t think there’s anything wrong with wanting to be good at making money. It’s a very empowering feeling, especially as a modern day woman. 

Tell us a little more about how working out can help one’s wellness – both physically and mentally.

Besides being able to feel confident in one’s body, there are immediate benefits like lowering anxiety, blood pressure and better sleep. And then there are long term benefits like sickness prevention, bone strength, brain health and healthy weight. I like to say that a class at CRU not only gets you to your physical goals but is like an hour of therapy, a stress release and better than Xanax. 

Credit: CRU

Cru is part of the lineup for Glow Festival this year – what can we expect?

Glow sets the bar high. Teaching a yoga class on top of the Marina Bay Sands in 2021 was an epic experience, in that hour we forgot COVID even existed! This year, Glow has done it again with a 360 degree LED wall inside a convention hall that’s been dressed as a studio. The sound system is top notch and it’s being held at Marina Bay Sands again, which gives our riders a chance to check it out if they are travelling from elsewhere and haven’t been able to yet.

Marina Bay Sands is just a ubiquitous symbol of Singapore and we are so proud to be able to be part of this! We are also very excited to lead the biggest spin class Asia has ever seen. The energy is going to be incredible!

Anything else you would like us to know? 

Expect more fun, as well as bigger and better happenings from CRU.
Personally for me, as Lululemon’s newest City Ambassador for Singapore, I look forward to promoting social wellbeing and leading the fitness community in Singapore in a much more large scale way! 

Glow Festival runs from now till 12 February 2023 at Marina Bay Sands. Learn more here.