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19 hours ago
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I get it.
The gym can be a scary space. Everyone looks like they know what they’re doing, and it’s embarrassing to mess up in front of all these seemingly accomplished, fit people.
Then, of course, there’s the issue of figuring out which workouts you’re going to do, how many people are using the machine, how you’re going to use the machines, who you’re going to get to spot you, what’s gym etiquette, if your form’s stupid, if you look stupid… and the list goes on and on.
To the people at Good Juju Barbell Club (GJBC), these needn’t be things one has to worry about on their fitness journey.
A safe space
“Many people enter gyms feeling self-conscious, isolated, or pressured by unrealistic fitness standards or intimidating gym spaces.”
“I wanted to redefine what a gym could be: a social space, a wellness hub, and a community-driven movement,” said Sara Suhaili, one of the five founders of GJBC.
Image Credit: Good Juju Barbell ClubThat was the vision behind GJBC, a beginner-friendly, non-intimidating wellness hub where you don’t have to worry about who’s looking at you or if you’re working out right.
Along with four others, the quintet went on to build their vision, funding the project with their own investments.
11 months of planning and research later, GJBC opened its doors, offering an all-in-one fitness centre complete with ample equipment, a cafe, and physiotherapy services.
Image Credit: Good Juju Barbell Club“We know that walking into a gym, especially one that’s strength-focused, can feel intimidating or even scary for many beginners. That’s why we’ve intentionally designed our onboarding experience to meet people where they are, both physically and emotionally.”
“Every new member receives a one-on-one onboarding session where we get to know their goals, movement history, and how they’re feeling about stepping into this space,” Sara added.
Further, coaches are also trained to “meet members where they are,” taking into account a member’s progression and regression rates, motivation, and preferences.
Their biggest initiative, however, happens behind the scenes, where every single team member, whether coach, front desk staff, physiotherapist, or part of the cleaning team, is personally inducted by Sara.
Image Credit: Good Juju Barbell Club“The goal is to align every department with our core cultural values so that we all understand the emotional landscape our members might be coming in with, whether it’s intimidation, fear, or just general discomfort, and how we can intentionally respond to that.”
“We talk through real pain points and how to show up in ways that make our space feel warm, safe, and human. It’s not just about coaching. It’s about making sure the music isn’t overwhelming, the greeting is genuine, and the energy feels inclusive. That’s how we make sure no one ever feels like just another face in the crowd,” Sara said.
And it doesn’t end there, for the promise of a people-friendly, inclusive space doesn’t just lie in GJBC’s big smiles and friendly banter, but also in their design and architecture.
In technicolour
“I had this thought where traditional strength training gyms are often very masculine and quite industrial. The current design is a direct reflection of our ethos—to be a safe space for those who always felt intimidated and anxious at a gym.”
Image Credit: Good Juju Barbell ClubWhether you’re just a DC Mall visitor passing by their bright blue facade, or if you’re doing deadlifts with their colourful barbells, or even taking pics under smiley-face neon lights, GJBC has done well in extending their ethos to their physical space, providing their Jujubes, (what they call their members) with an uplifting, motivating ambiance seemingly straight out of a Wes Anderson movie.
“When you want to create fitness as a habit two to four times a week, you see your gym community more than you see many of your friends and family, so we wanted GJBC to be your supportive, welcoming, inclusive second home where you can feel comfortable doing the uncomfortable,” Sara added.
Image Credit: Good Juju Barbell ClubSafe to say, every aspect of the Good Juju Barbell Club is designed around providing interested gym-goers with a positive space and a supportive community, at a competitive price.
For first-timers, GJBC offers their first-leap promo, an introductory three-session package for RM99, which is a fairly affordable package when compared to other gym franchises with branches in the area.
Physiotherapy consultations are also relatively affordable, going as low as RM275 for an initial consultation, or RM389 for a consultation and a follow-up session.
For the Jujubes
Being the only gym studio in Klang Valley with more than 15,000 five-star reviews on Classpass, and nearly five stars on Google Reviews, the business appears well-loved by regular patrons and short-term visitors alike.
They even claimed that they had reached a seven-figure revenue within just four months of operations in 2022.
Image Credit: Good Juju Barbell ClubThis positive reception and demand allowed GJBC to double their physical space just within the first year to accommodate their growing list of PT clients, and soon, triple, with plans already underway for more training, recovery, and community spaces as they turn three in June 2025.
And the GJBC team has no plans of slowing down.
They shared with us ambitious expansion plans from refining the member experience, to more wellness services and group classes, and even a whole new fitness segment, targeted at conditioning.
Image Credit: Good Juju Barbell ClubIn the long term, Sara hopes to bring GJBC to new locations, bringing with each new outlet the brand’s signature ‘Good Juju’ to more people in search of their very own fitness community.
“Members come in expecting a gym; they leave feeling like part of a family, and we would love to bring this experience to more people around KL, and the world.”
Featured Image Credit: Good Juju Barbell Club
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