Only 1 in 60 Founders Make It as an Endeavor Entrepreneur, William Tjajadi Nailed It on His First Try in Endeavor Selection Journey
"None of this would have been possible without Endeavor."
William Tjajadi
CEO & Co-Founder of FIT HUB
When COVID-19 hit back in 2020, most people took a step back. But William Tjajadi took a leap forward.
Fresh out of the University of Southern California (USC) with a double degree in economics and social entrepreneurship, William returned to Indonesia just as the pandemic was forcing the world indoors. Long hours spent behind a laptop made him realize a personal void: he was feeling unwell, physically and mentally.
That moment of self-awareness ignites the idea to create a wellness hub that’s accessible and affordable for all—what we now know as FIT HUB.
Launching FIT HUB: 120 Locations, 350K Members in 4 Years
In 2020, William founded FIT HUB with a clear mission: to democratize access to fitness and wellness for Indonesians. Built on an O2O (online to offline) model, FIT HUB offered high-quality gyms and wellness services at an affordable price point. In just four years, the company scaled rapidly to 120 locations across 30 cities, serving over 350,000 members.
But growth—especially this kind of growth—rarely happens in isolation. Behind the scenes of that explosive expansion was a young founder navigating uncharted territory. William knew he needed more than just capital or ambition. He needed mentors. He needed peers. He needed a compass.
That search for direction led William to Endeavor Indonesia.
"What drew me in initially was the openness and generosity of this group. Everyone’s trying to figure things out, but they’re also willing to lift others up along the way."
He first encountered the community back in 2022 through a First Opinion Review (FOR), a process designed to assess whether a founder shows potential for high-impact entrepreneurship. As a first-time founder leading an early-stage company, he had more questions than answers, but he was hungry to learn.
That hunger landed him a spot in Scale Up by Endeavor Batch 3 (then called the ScaleUp Growth Program) in the same year. Through the 5 months program, he met like-minded founders such as Tubagus Syailendra and Ashab Alkahfi (respectively CEO and President of Chickin), who later also became Endeavor Entrepreneurs in 2024.
More than just meeting fellow entrepreneurs, Scale Up by Endeavor served as a catalyst for clarity and refinement. Founders are paired with curated mentors and guided to develop long-term growth strategies.
His mentors included industry leaders and experienced entrepreneurs:
They challenged William’s thinking, questioned his assumptions, and helped sharpen FIT HUB’s business strategy. In other words, each session became a masterclass in building, scaling, and leading.
"Since then [Scale Up program], I’ve had the privilege of being mentored by incredible individuals who generously shared their wisdom and challenged me to think bigger."
Armed with the lessons from Scale Up by Endeavor, William pressed forward in his Endeavor journey.
Next came the rigorous selection process to become a full-fledged Endeavor Entrepreneur. The Second Opinion Review (SOR) tested more than just business fundamentals; it was an in-depth assessment of William’s leadership, innovation capacity, and long-term ambition.
He was evaluated by Julianto Sidarto and Ahmed Aljunied, who probed deeply into his business model, growth strategy, and personal values.
"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."
Passing the SOR led to the Local Selection Panel (LSP), where Endeavor Indonesia’s mentors, entrepreneurs, and board members assessed and voted on whether William should advance to the next International Selection Panel. Here, William had to prove he was ready for the global stage.
The panelists included:
The Local Selection Panel is a high-stakes filter: if a candidate doesn’t pass, they must go back, recalibrate, and try again months or even years later.
For some, it takes multiple attempts. But William made it through on his very first shot. The panel wasn’t swayed by potential alone. They saw clarity of vision, depth of leadership, and a founder ready to scale.
Overcoming the Hardest Challenge: Passing ISP with a Unanimous Vote
Each stage prepared him for the ultimate test: International Selection Panel (ISP), a make-or-break moment for any Endeavor candidate. He joined a virtual ISP in 2024, participated by 10+ founders around the globe. This is where Endeavor Entrepreneur candidates are reviewed through a Q&A session with multiple sets of panelists from Endeavor’s global network spanning 45+ markets.
At the 44th virtual ISP in February 2024, WIlliam stood before a world-class panel:
Held over multiple days, the ISP brought together global business leaders—not just to hear about metrics or market size, but to ask the tough, sharp, uncomfortable questions.
Endeavor Entrepreneurs are only selected if every single panelist votes yes. And William got a unanimous vote, again, on his first try.
This moment was the turning point that confirmed William had met Endeavor’s highest global standards. It signified that he was no longer just a promising founder; he was officially an Endeavor Entrepreneur: a role model ready to transform the entrepreneurial ecosystem, together with Endeavor.
From Getting Mentored to Becoming A Role Model for the Community
What makes the Endeavor journey exceptional is that it never truly ends.
More than access to mentors or funding, what William found in Endeavor was a true high-impact community. A place where founders collaborated, opened up, and showed up for each other.
“Endeavor has played a meaningful role in my growth—not just as a founder, but as a leader. Being part of this community has given me access to an incredible network of entrepreneurs and mentors who’ve walked the path before,” he reflects.
“Their insights, generosity, and willingness to challenge my thinking have pushed me to see things differently, make better decisions, and aim higher. It’s a constant reminder that you’re not alone.”
The relationship didn’t end with his selection. William has stayed actively involved in the network, sharing hard-won lessons, mentoring younger founders, and helping the next generation of high-impact leaders scale faster.
"And now, having the chance to give back by mentoring other founders has been one of the most rewarding parts. It’s become a full circle, and that’s what makes Endeavor so special."
In 2024, that spirit of growth and generosity came full circle. William was named Endeavor Entrepreneur of the Year 2024.
It was more than a personal win. It was a testament to the power of the ecosystem that helped him succeed. A reminder that a founder’s journey doesn’t have to be lonely when you have the right community behind you.
Not Just Growing a Business, but Shaping Indonesia’s Entrepreneurial Ecosystem
Through FIT HUB, William has transformed how Indonesians access health and wellness. Through Endeavor, he’s discovered how much more powerful transformation becomes when it is shared.
William’s story is not just about founding a business. It’s about scaling with intention, lifting others as he climbs, and finding the right community, to surround yourself with the right people.
The hunger to grow has evolved. From growing his business to growing others. From asking for help to offering it. From a founder with a vision to a leader with a legacy in the making.
He is not done. Not even close.
Now, William Tjajadi is building something bigger than himself. And thanks to Endeavor, he is not doing it alone.