On a humid Sunday morning in Kuala Lumpur, clusters of runners gather in bright shirts, checking their phones before setting off. For many of them, it’s not about finishing first. Instead, the focus is on hitting a collective milestone—logging kilometres together, as part of a broader challenge that stretches across neighbourhoods, ministries and even borders. This, in essence, is the philosophy behind BiiB, a homegrown Malaysian fitness-tech platform that has been quietly reshaping how people approach wellness.
“Running is often a lonely sport,” says Sheyong Tan, Co-Founder and CEO of BiiB. “We wanted to make it communal. The whole idea was to turn running into a shared experience that builds camaraderie rather than rivalry.”
From Solitary Miles to Shared Goals
BiiB was conceived out of a simple but powerful insight: that the endurance sport so often celebrated for individual grit could become more inclusive if reframed as a collective pursuit. The platform operates as a software-as-a-service (SaaS) system, enabling individuals, groups and corporations to set up running or walking challenges. Participants log their own progress in the app, but see their contributions reflected against a collective goal—whether that’s covering a certain number of steps, or clocking a target distance in a set timeframe.
“It’s not about finding the fastest person in the group,” says Tan. “It’s about finishing something together. That group-oriented structure keeps people motivated and accountable, because everyone is contributing to the same end goal.”
An Accidental Beginning
The company’s development story is rooted in a happy accident. The founders organised a small event, only to be surprised when over 600 participants signed up. Suddenly they had no system to manage the distances or calculate results. The scramble that followed became the foundation of the business.
“We had to build a basic version of the app in just four months,” Tan recalls. “It wasn’t perfect—there were plenty of technical and operational snags—but the turnout showed us something important. People wanted this. They wanted running to feel less like a competition and more like a community.”
That validation spurred the team to continue investing in the platform, fine-tuning the technology and designing features that put inclusivity first.
Accessibility at the Core
Unlike sports that require expensive equipment or advanced training, BiiB’s foundation rests on walking and running, activities accessible to almost everyone.
“Inclusivity has always been at the heart of BiiB,” says Tan. “Running and walking only require a pair of shoes. That makes fitness challenges achievable regardless of background, fitness level or experience.”
By keeping the barrier to entry low, BiiB taps into one of the most underappreciated aspects of wellness: universality. The model is not about producing elite athletes, but about encouraging as many people as possible to adopt healthier lifestyles.
Corporate Wellness, Reimagined
The implications for businesses are significant. Traditional team-building exercises often require time, travel and budget, and their impact can be fleeting. BiiB provides an alternative—scalable, digital-first, and grounded in wellness.
“For companies, BiiB offers a fresh way to build culture,” says Tan. “You can create a challenge that involves thousands of employees across different departments, even different countries. It’s not just about steps or kilometres—it’s about employees feeling part of something larger.”
The result, he argues, is a culture of collaboration that extends beyond the app. Employees become healthier, workplace bonds strengthen, and a sense of camaraderie carries into everyday interactions.
The past year has been a milestone one. In Malaysia, the Langkah Sihat Putrajaya programme brought in new ministry winners and even saw the participation of the Minister of Science, Technology and Innovation, who led by example. Meanwhile, RUNLIGA Malaysia attracted more than 10,000 participants, its largest turnout since the pandemic.
Globally, the trend seems to align. Strava’s Mid-Year Report noted that run clubs have tripled compared to last year, signalling a surge in community-driven fitness. For Tan, the data validates BiiB’s model. “This is the greatest opportunity we’ve seen,” he says. “The momentum around team spirit in running communities is undeniable, and it’s happening worldwide.”
Beyond Malaysia: The Next Lap
BiiB’s ambitions don’t stop at Malaysia’s borders. Organic interest has already come in from companies abroad, sparking a shift in the team’s thinking.
“We’re starting to see demand from beyond Malaysia, which tells us this idea of community-driven fitness resonates universally,” says Tan.
Preparing for international expansion, however, requires foresight. The team is strengthening customer support, refining solutions to overcome language barriers and addressing time-zone differences.
“It’s not just about entering new markets,” Tan stresses. “It’s about adapting our platform so that it fits into different cultural contexts and user needs.”
Fuel for Growth
To support its scaling ambitions, BiiB recently launched an equity crowdfunding (ECF) campaign. The proceeds will be directed towards two priorities: strengthening capacity within Malaysia, and expanding into underserved global markets.
“Following our successful campaign with the Ministry of Health, we want to expand from Putrajaya to all government servants across the country,” says Tan. “At the same time, international conferences have shown us the potential in secondary and tertiary markets outside Malaysia. These markets are underserved, and our platform is uniquely positioned to connect them.”
For Tan, this isn’t just about raising capital; it’s about accelerating timing. “We’ve realised we’re holding a powerful tool, one supported by data and technology that even industry experts are only beginning to understand. To capture this opportunity, we need to move fast.”
Why It Resonates
At the heart of BiiB’s appeal is a dual value proposition. For individuals, being part of a team provides motivation and accountability. For companies, the platform fosters wellness and workplace culture. Both benefit from stronger social connections.
“BiiB’s appeal is simple,” says Tan. “For individuals, it’s motivation. For corporations, it’s culture. For everyone, it’s about finishing together.”
As the runners in Kuala Lumpur cross the imaginary finish line of their shared challenge, it becomes clear that BiiB is not just building a platform, but a philosophy: wellness as a collective act, powered by community and sustained by technology.
How BiiB Works in 3 Steps
- Set a Challenge → Individuals, groups or companies define the collective goal: distance, steps or time frame.
- Track Progress → Each participant logs their activity via the BiiB app, contributing to the group’s overall tally.
- Celebrate Together → Teams reach the finish line collectively, reinforcing camaraderie and accountability.
Key Milestones
- 2017 → First community challenge attracts 600+ participants, sparking the idea.
- 2018 → Early version of the BiiB app launched after just four months of development.
- 2020 → COVID-19 accelerates interest in virtual challenges.
- 2023 → RUNLIGA Malaysia records over 10,000 participants, the largest since the pandemic.
- 2025 → BiiB launches ECF campaign to fund international expansion.
Global Running Trends (source: Strava Mid-Year Report 2025)
- Run clubs have tripled compared to last year.
- Virtual and hybrid running events are on the rise.
- Team-based fitness platforms are outpacing individual-only apps.
- Communities abroad are increasingly looking for scalable, inclusive solutions—an opportunity for players like BiiB.