From Zero to 300,000: How William Tjajadi (CEO & Co-Founder of FIT HUB) Found Greatness after Navigating Global Chaos
August 2020 — the world shut down due to COVID-19, uncertainty was the new normal, and most businesses were trying to survive the hour. But in the middle of this storm, one bold founder dared to build.
While many were still grappling with the COVID-19 lockdowns and supply chain disruptions, William launched FIT HUB, his very first entrepreneurial venture. With no prior playbook, he needed to deal with temporary closures, shifting regulations, and the emotional weight of not knowing what the future held. Through it all, he only had a conviction that Indonesia deserved better access to health and wellness.
Fast forward just 4.5 years, FIT HUB has become one of the largest gym brands in the country:
- 120+ locations across 30 cities
- Over 300,000 members served
- 2000 operational team members
And this year, Endeavor Indonesia recognizes what many already saw coming: William is officially awarded as the 2024 Endeavor Entrepreneur of the Year.
FIT HUB Was Built Through the Toughest Moments
The early days of FIT HUB were anything but easy. Launched in the heart of the COVID-19 pandemic, the first 18 months were filled with uncertainty—closures, shifting regulations, and the emotional toll of leading a team through uncharted territory.
"It’s the toughest moments that shaped me the most. That period taught me what real leadership requires—working through uncertainty with your team and coming out stronger on the other side."
William Tjajadi
CEO & Co-Founder of FIT HUB
Those challenges didn’t just test FIT HUB’s survival—they laid the groundwork for its success. As restrictions eased, momentum followed. FIT HUB scaled rapidly, and William emerged not just as a founder, but as a builder of people, systems, and culture.
In Order to Scale FIT HUB, William Had to Scale Himself
As FIT HUB expanded rapidly across cities and regions, the growth demanded more than better systems; it demanded better self-awareness.
Through the process, William realized that change is the only constant. What worked in the past wouldn’t necessarily carry the company forward.
"Change is the only constant. What worked yesterday might not work tomorrow. Scaling has forced me to evolve—not just professionally, but personally. It’s made me more self-aware, more open to feedback, and more comfortable with discomfort."
The Mentors Who Made the Difference in His Journey
Before he decided to mentor the next generation of founders, William was a seeker: always curious, open, and hungry to learn.
His first experience with Endeavor began with the Scale Up program back in 2022. From there, the doors opened.
"I’ve had the privilege of being mentored by incredible individuals who generously shared their wisdom and challenged me to think bigger."
Among them? Founders of world’s leading wellness companies, such as Cesar Carvalho, the CEO and Co-Founder of Wellhub, Gigliola Aycardi Batista of Bodytech, global and regional retail giants, as well as top executives across industries. Those conversations didn’t just shift his strategies; they expanded his mindset.
Today, he pays it forward by creating space for open conversations, where lessons are shared, missteps become learning moments, and growth happens together with fellow entrepreneurs and his mentee.
Biggest Investment to Grow Your Startup? William Reveals the Answer
The secret sauce is focused on building people, culture, and shared ownership.
To outsiders, it might look like FIT HUB scaled because of market opportunity. But inside the company, growth has always started from within.
William believes the role of a founder goes beyond building a business; it’s about building people.
"The business can only grow as fast as you do. And investing in your team—developing their strengths, aligning them with purpose—that’s what turns a good idea into something enduring."
This philosophy has earned William recognition not only as a successful entrepreneur but as a generous mentor, connector, and ecosystem leader.
The result wasn’t just rapid expansion, but deep alignment. Across 120+ locations, the FIT HUB DNA remains intact: high standards, trust, and the belief that no one scales alone.
Why High-Impact Founders Like William Stay with Endeavor
Beyond strategy, it was the global network of high-impact founders that gave William a true sense of belonging. What drew him in was the openness and generosity of the community—a group of people all figuring things out together, yet always willing to lift one another up.
"Being in this community of incredible founders, executives, board members, and mentors continues to inspire me. There’s an energy that comes from being around people who are building, problem-solving, and pushing boundaries—it’s contagious."
That builder-to-builder spirit is what keeps him engaged. Whether in founder dinners or sharp, unfiltered boardroom conversations, he thrives in rooms where ideas take precedence over egos.
It’s in these environments that he continues to grow, surrounded by people who challenge his thinking, sharpen his vision, and push him to become better. This made him believe that in every stage of the journey, there’s always something to learn and something to give.
"Endeavor has been instrumental in shaping my journey—not only as a founder, but as a leader. Through this community, I’ve connected with a remarkable network of entrepreneurs and mentors who’ve walked the same path, giving insights that challenged and inspired me. Their support has helped me see from new perspectives, make stronger decisions, and continuously raise the bar. More than anything, it’s a powerful reminder that growth doesn’t happen in isolation; it happens when you learn from those who’ve been there."
This sense of community has deeply influenced the way William approaches leadership, by prioritizing collaboration, empathy, and building teams by hiring and empowering the right people to lead alongside him.
Most importantly, it has inspired him to think bigger, pursue greater impact, and lead by example—not only in business, but also in how he supports others and contributes to the broader ecosystem.
What It Really Means to Be Endeavor Entrepreneur of the Year 2024
The accolade isn’t something William takes lightly. To him, it’s a profound reminder of the responsibility he carries; not just to lead, but to honor the thousands of people who helped build FIT HUB.
"This recognition does not reflect a personal achievement. It’s about the collaborative journey of thousands of FIT HUB team members who have, over the years, worked tirelessly to create impact on our members."
It’s a nod to the long days, the countless decisions, and the unwavering mission behind it all. It’s also a reminder: there’s more work to do.
"Talent and ideas are important, but it’s the consistency, resilience, and willingness to show up—even when things are tough—that really drives progress. There will be highs and lows, and plenty of moments where you won’t have the answers—but that’s okay. Focus on the work, not the noise."
Simple words. Hard-earned wisdom. And for those willing to listen, it’s possibly life-changing.
As William looks to the future, one thing is clear: FIT HUB is more than a gym chain. It’s a platform for impact, powered by a leader who understands that success is about people, purpose, and the courage to keep evolving.
And with the support of Endeavor, William is not just building a company—he’s shaping the future of Indonesia’s entrepreneurial landscape together with Endeavor.