Our team brings together highly qualified personal trainers and health coaches dedicated to delivering personalised training and structured health management. We place strong emphasis on strength training as a foundation for adults and seniors, supporting muscle preservation, mobility, metabolic health, and long term independence through safe and progressive programmes.
Our approach integrates preventive healthcare principles with evidence based training. Programmes include exercise for diabetes management, strength training for osteoporosis prevention, fitness for seniors and elderly adults, and targeted strategies to prevent sarcopenia, or age related muscle loss. We also focus on weight management and metabolic health, post menopause strength and bone health, as well as fall prevention and mobility training to maintain confidence and daily function.
You receive guided support through a structured and personalised experience designed to improve strength, protect bone health, enhance mobility, and support healthy ageing at every stage of life.
Defying the odds, overcoming obstacles – these are achievements that Augustine Lee is completely at home with. In fact, they’re feats that he has been remarkably successful at for the most part of his professional career — as Asian bodybuilding champion, coach, speaker, judge, gym manager and gym owner.
Starting in his 30’s when most professional athletes are just about to wind down, Augustine has been picking up accolades on the international stage at a punishing pace. Amongst these are a bronze at the Arnold’s Amateur Men’s Masters 2013 and a gold at the LA Championship Men’s Masters 2012 held in the USA.
Augustine’s credentials are also impeccable. He is not just the owner of Fitness Factory, but also a certified fitness leader at the University of Western Australia. Not merely a certified coach at the Asian Bodybuilding Federation, but also a certified trainer of special populations at the American Fitness Professionals and Associates.
“Society likes to tell you that you are over the hill once you reach a certain age. But I enjoy challenging people to reject this negative message. You can still have a lot of fire in you when you’re in your 40s.” – Augustine Lee
In 2005, she co-founded Fitness Factory, Singapore’s first boutique gym to pioneer a personal training-only concept, offering tailored fitness and nutrition solutions. Beyond her business, Joan is a judge for international bodybuilding competitions, a member of NSCA Global Chapter Singapore’s technical committee, and co-founder of J&A PRO Academy, which trains the next generation of fitness professionals.
As an accomplished athlete and author of The Skinny Sumo Wrestler: 7 Strategies for Effective Weight Loss, Joan is also the host of the JOANTalks podcast, where she shares insights on nutrition and health, resilience and empowerment. A sought-after speaker, Joan inspires audiences worldwide with her expertise and remarkable journey of breaking barriers and achieving excellence.
LEADERSHIP TEAM
A Master Coach at Fitness Factory, Azri holds a certification in Exercise Prescription by ACSM Exercise is Medicine. An easygoing and soft-spoken individual, he was an avid basketball player in his youth. His passion for getting bigger, stronger, and excelling in the sport led him to resistance training, sparking a lifelong commitment to fitness.
Believing that fitness empowers individuals to become the best versions of themselves, Azri became a trainer to help others unlock their full potential. He focuses on teaching proper techniques for optimal muscle engagement while also aiding in recovery through Restorative Stretch Therapy.
"Fitness takes you places—because when your body is ready, no challenge is too great." – Azri
Farhanah has a cheerful and pleasant personality. She graduated from Republic Polytechnic with a Diploma in Sports & Exercise Sciences, showcasing her passion for movement and physical activity. Her vibrant spirit and dedication to her craft make her a passionate trainer. She believes in movement as medicine.
Her background in Sports & Exercise Sciences, coupled with her attention to detail and cheerful personality, make her an excellent choice for a personal trainer. Her dedication to her work and understanding of movement will undoubtedly benefit those she trains.
“Exercise is medicine for the body and mind.” - Farhanah
COACHES
Shi Han believes in understanding the goals and needs of his clients so that he is able to fully customise a workout plan while working with individual restrictions such as medical conditions or movement restrictions.
His satisfaction and joy comes from seeing how his clients has progressed over time and being one step closer to achieving their desired goal.
“It was never about how much money you have in your bank. It’s about how fit and healthy you are to be able to spend it…” - Shi Han
Kenneth is a health and fitness coach with over 15 years of experience helping clients achieve their wellness goals. He specializes in strength training, and healthy aging strategies. Known for his practical approach and evidence-based methods, Kenneth empowers clients to build sustainable habits, improve performance, and enhance overall health. His programs focus on long-term results, combining expertise, motivation, and tailored guidance to deliver measurable outcomes.
Hasbi is a Sports Management graduate with experience in coaching and fitness guidance. He focuses on helping clients improve strength, endurance, and overall health through practical, structured training programs. Hasbi emphasizes consistency and clear guidance to support clients in reaching their personal fitness goals.
Eugene is a fitness coach with hands-on experience helping clients improve strength, endurance, and overall health. He focuses on practical training programs that fit individual goals and lifestyles, guiding clients with clear instruction and support to achieve consistent progress.
Wei Xuan is a health and fitness coach focused on preventive healthcare. He guides clients in improving mobility, reducing injury risk, and maintaining long-term wellness through customized training. His approach prioritizes consistency and proactive care to help clients stay healthy and active.