Finding success in the health and wellness industry is one challenge, but starting a successful business from scratch to fill an industry need is another. The decision to start a new business can feel scary and exciting and requires immense knowledge and dedication to the field. This holds true for any successful business and is definitely the case with an internationally recognized brand like The Fit Guide.

With accomplishments such as founder, CEO of an award-winning club, podcast host, and successful entrepreneur, it may be surprising to find that the man behind half of the prestige of a Michelin rating system for boutique gyms is humble and kind. However, that’s precisely what you encounter when you sit down for a conversation with Jack Thomas—a kind, level-headed individual who makes it feel more like chatting with a buddy than interviewing an industry expert.

Jack’s Journey

Jack Thomas is a fitness industry expert who began his journey in 2011 as a personal trainer, but his ambitions didn’t stop there. After excelling in personal training, Jack was ready to take on new challenges. Enter the inception of BASE, a boutique gym in Bangkok that Jack founded and is CEO of, which was voted Asia’s ‘Gym of the Year’ and ‘Bangkok’s Best Studio.’ Despite reaching these impressive accolades, Jack’s journey was far from over.

 Enter Matt Lavender, another successful entrepreneur with a background in luxury hospitality, including training hotel inspectors and providing consulting services to over 700 luxury hotels, restaurants, resorts, and spas in his career. Combining Jack’s expertise in fitness with Matt’s mastery in luxury hospitality created the perfect synergy for a revolutionary new idea in the fitness industry: The Fit Guide was born.

The Fit Guide

The Fit Guide is described as the Michelin star rating system of boutique gyms around the world. What Jack and Matt started is, according to their website, “the only global, independent rating system for premium fitness clubs and studios”. What they saw was a fitness industry need for a rating system that would allow for a globally-recognized and consistent rating of fitness studios much like they have for restaurants (Michelin Star) and hotels (Michelin Key).

The service involves a thorough survey of 250 objective standards, covering every aspect from the initial phone call to the actual club visit. Each indicator is meticulously assessed, enabling Matt and Jack to provide gym or club owners with invaluable feedback on improving their overall business and enhancing their scores. Owners receive a rating out of five stars, and all four- and five-star reviews are showcased on The Fit Guide website.

Advice for Success

With current standings in Singapore, Dubai, London, Sydney, and New York, and ambitious plans for further expansion, this successful duo is revolutionizing the boutique fitness industry. When asked for his advice to those aspiring to succeed in the fitness industry, Jack offered simple yet effective guidance. Jack explained to me that his success came from taking it one step at a time, and while in each step, give it absolutely everything you can. Learn, engage, be curious, and become an expert while you dream up your next step. Once you’ve taken in everything you are able to, then the next step will be waiting. 

Success is determined by your ability to understand every aspect of your chosen business. Especially in the early stages, it’s important to take all of the opportunities you can, give that step a few years, and once you see marked improvement year over year, you’re ready for the next step. There is no replacement for hands-on experience, time in the trenches, and visibly seeing for yourself the ins and outs of the industry – including gaps that need to be filled with new business ideas. 

Final Thoughts

The journey to success in the health and wellness industry is multifaceted, requiring not only a deep understanding of the field but also the courage to innovate and meet industry needs. Jack Thomas and Matt Lavender exemplify this journey through their creation of The Fit Guide. Their story is evidence of the power of combining expertise from different sectors to create something truly revolutionary.

Jack’s advice is invaluable for anyone looking to make their mark in this industry: take it one step at a time, immerse yourself fully in each phase, and be constantly curious and engaged. By following these principles, aspiring entrepreneurs can navigate the challenges and opportunities that come their way, ultimately achieving success in their ventures.