As far as family-run businesses go, the Soul Society Group has been a team effort since day one
Despite being the proprietors, no task at The Soul Society Group is too small for the Choo family. "I still remember seeing dad scrub SOULed Out’s floors," reveals Brian Choo. "Meanwhile, mum always took it upon herself to get the party started by wielding the microphone."
Fred Choo and Michele Kwok, the dynamic duo whom he speaks of, founded the Soul Society Group which encompasses the SOULed Out franchise, Tujo, WIP and Hubba Hubba. The longest-running of the bunch, SOULed Out is pretty much the family’s second home.
The boys are intrinsically drawn to the family business, mostly for sentimental reasons. Currently chief operating officer (COO) of the group, Brian fondly recalls the novelty of being allowed to stay out late with his parents on Friday nights.
"I’ve been involved in SOULed Out since I was eight, waiting tables by the time I was 13," he says. "Mark was only four when we opened, so SOULed Out has basically been around all his life." Inspired by his parents' acumen when it comes to personalised services and prioritising customers, Mark built his own fitness empire (Tribe Boxing Studio and Cirque Fitness Studio) upon these same pillars.
Related: How Mark Choo Is Shaping A Close-Knit Fitness Community With Tribe