A new Malaysian-led movement is tackling Southeast Asia’s wellness burnout crisis — one framework at a time.
In Asia’s booming wellness scene, the image is one of health, balance, and vitality. Yet beneath the surface, a quiet crisis brews — 85% of fitness and wellness professionals leave the industry within five years, citing burnout and financial instability. It’s a staggering number that translates to thousands of lost hours in community wellness each year.
Determined to change that, MOVE Nation, a Malaysian-led organisation championing industry sustainability, has unveiled a bold plan to redefine what it means to build a thriving wellness career — and, by extension, a healthier region.
“We cannot solve a public health crisis when 85% of our wellness advocates are forced to quit,” says CJ Lee, Founder of MOVE Nation. “The problem isn’t their passion — it’s the lack of a sustainable business model. We’re closing that gap by making profitability a core part of community service.”
The Crisis Behind the Calm
The fitness and wellness industry is built on passion but passion alone doesn’t pay the bills. Many professionals find themselves trapped in what MOVE Nation calls “The Technician’s Trap” — a cycle of long hours, inconsistent income, and limited growth potential.
The result? Burnout, instability, and an exodus that undermines the very foundation of community health. For every professional who leaves, communities lose over 5,000 hours of qualified wellness service annually, a loss that affects not just individuals but the collective wellbeing of society.
To address this, MOVE Nation has developed the GRIT Framework — a four-pillar blueprint that empowers wellness professionals to evolve from hourly-paid technicians into digital entrepreneurs and long-term leaders.
Each pillar offers a pathway toward sustainability and growth:
- Goals & Growth — Systemising lead generation, client scaling, and sales.
- Resilience & Relationships — Building mental endurance and meaningful professional networks.
- Innovation & Implementation — Creating high-value digital products and automating operations for global reach.
- Tenacity & Transformation — Fostering leadership, legacy, and generational wealth.
“This is more than a business model; it’s a social blueprint,” adds Carliff Rizal, Director of MOVE Nation. “When professionals thrive, the community thrives with them.”
The initiative has attracted attention from some of Malaysia’s most respected voices in wellness and entrepreneurship. Aishah Sinclair and Sazzy Falak — both long-time fitness enthusiasts have lent their support, highlighting the mental and emotional toll of instability in the industry.
Adding a global lens, Meagan Nunez, a fitness influencer and coach with 1.4 million followers, emphasized the importance of breaking free from the “time-for-money” trap through digital transformation.
A Virtual Summit for Real Change
To bring this blueprint to life, MOVE Nation will host the Fitness & Wellness Business Virtual Summit 2025 on 15–16 November, featuring more than 30 world-class speakers and interactive sessions designed to inspire, educate, and empower.
The two-day virtual summit is free and open to all, designed to break down financial barriers and give every wellness professional access to essential business tools.
From mastering digital marketing to cultivating entrepreneurial resilience, attendees will gain practical tools to scale their income and impact while staying rooted in their purpose.
“This mission begins with access,” says Lee. “We’re removing the cost barrier so wellness professionals can finally build careers that care for them — just as they care for others.”
Malaysia at the Forefront of a Health Revolution
MOVE Nation’s initiative represents more than a business shift — it marks a cultural evolution in how Southeast Asia defines wellness and success. By bridging passion with profitability, the organisation places Malaysia at the forefront of a regional movement that views wellbeing not as a luxury, but as the foundation of sustainable prosperity.
Because in the end, the wealth that matters most — is health that lasts.
