Cheak Founders Ditch Corporate Life for Athleisure

Two former corporate employees in Singapore have successfully transitioned into entrepreneurship, launching an athleisure brand tailored specifically for the Asian market. Tiffany Chng and Olivia Yiong, both 31, founded Cheak after being laid off from the fitness industry during the pandemic.

The duo invested their personal savings and severance pay to create a brand that addresses the specific needs of women in Singapore and Southeast Asia. After starting with online sales in 2020, the company recently opened its first physical retail store in the city's luxury shopping district. Their journey highlights a shift from corporate stability to the risks and rewards of building a business from the ground up.

The partnership between the founders began in 2018 while working at GuavaPass, a fitness app. The two became inseparable colleagues, or "work besties," during their tenure there. However, the fitness industry proved volatile. In 2019, Yiong was laid off when GuavaPass was acquired by ClassPass. Two years later, during the height of the pandemic, Chng also lost her marketing job.

These setbacks became the catalyst for their new venture. Despite having no prior experience in fashion or entrepreneurship, they decided to launch an athleisure brand, initially named "Butter." Chng's retrenchment and the pandemic lockdowns provided the necessary push to take the risk. As Yiong noted, "At that point, we had nothing to lose."

The founders poured their resources into the business, investing a total of S$20,000 in 2020. The capital was split evenly between Yiong's personal savings and Chng's severance pay. They began designing products in March 2020 and sourced suppliers in China, officially launching in October of that year with just two products: a longline sports bra and leggings.

Building a brand in a saturated market like Singapore required a specific niche. The founders identified that international brands often failed to cater to local preferences regarding modesty and climate. Chng emphasized that padding in the bust area is "non-negotiable" for their customer base, a feature often missing in overseas brands. This design choice, however, complicates construction, requiring more stitches and making it difficult to achieve a clean bind.

Fabric selection was another major hurdle. The founders noted that international brands often use sheer materials, which are unacceptable in Singapore. To solve this, they spent about a year developing a fabric that could be double-lined for opacity without becoming too thick or uncomfortable in the heat. Yiong explained, "There's no winter; we only have one season, so the fabric needs to be cooling."

The brand also differentiates itself through sizing and fit. Yiong pointed out that Asian body proportions differ from Western standards, noting that Asian women typically have smaller waists, wider hips, and shorter femurs. Furthermore, sizing scales width-wise rather than vertically. Consequently, Cheak's prices are slightly lower than competitors; for example, a bestselling sports bra costs S$55 compared to Lululemon's S$58 for a similar item.

The athleisure landscape in Singapore is becoming increasingly crowded. Global giants like Lululemon, Adidas, and Alo Yoga have established a strong presence in the city-state. Alo Yoga, popular among celebrities, opened its first store at Marina Bay Sands in September. Cheak's physical store is located in ION Orchard, a high-end mall that houses many of these competitors.

To stand out, Cheak focuses on restraint in design. While international brands may offer "sexy and crazy" styles, the founders tweak these ideas to suit a more conservative audience. They launched with online sales, which benefited from COVID-19 lockdowns that pushed consumers toward e-commerce. In March 2021, they hosted an online workout that attracted about 500 participants, boosting their visibility.

The brand's trajectory saw a significant milestone in 2022 when it was sold to Love, Bonito, a prominent Singaporean women's wear brand. Following the acquisition, the brand was rebranded as Cheak. By late 2025, the company had expanded to open its first brick-and-mortar location in the heart of the city's luxury shopping district.

Running a business with a close friend presents unique challenges, but Chng and Yiong have established strict rules to protect their relationship. They maintain a clear separation between their professional and personal lives. "Outside of work, we don't talk about work," Chng stated. They socialize on weekends with their partners but strictly avoid business discussions.

Conversely, at work, they focus solely on business matters, distinguishing their "work personality and friend personality." Their roles are clearly defined: Yiong handles backend operations, while Chng manages creative direction and customer-facing aspects. Despite these boundaries, work and life inevitably collide, such as when they solve crises while on holiday together.

Chng, who recently had a baby, appreciates the flexibility of being a founder but warns against romanticizing the experience. She notes that entrepreneurship requires giving up time, money, and emotional energy. "It takes a different kind of resilience to handle it, but at the same time, I wouldn't trade it for anything," she said.