A new movement has emerged in the Thai real estate and wellness sectors as Asset World Corp Public Company Limited (AWC) announced a partnership with CUBIC, a lifestyle and wellness social club brand, to develop CUBIC Social Club at EA in The Empire building in the Sathorn area, with plans to open in 2026.
This collaboration is more than just launching a new urban fitness facility; it integrates CUBIC's expertise in fitness, performance, and community with AWC's expanding real estate business, which is increasingly focused on developing wellness and lifestyle destinations.
Beyond The Empire, the two companies plan to extend this concept to other AWC projects such as Asiatique the Riverfront, Jubilee Prestige Tower, Lasalle District, and The Aquatique Pattaya, tailoring services to each location's user base and characteristics.
Behind this initiative is Not Visarut Rungsisingpipat, an executive with a background in the electrical industry who is expanding into health and lifestyle sectors through CUBIC, established in 2018.
The question is: what growth direction is Visarut planning for CUBIC amid the expanding sports and health market?
Visarut Rungsisingpipat’s business journey began in a family enterprise manufacturing light bulbs and ballasts under the "Razer" brand. He grew up in the factory environment and graduated with a degree in electrical engineering, following his family's path.
In 2013, Visarut decided to manage his own business, founding the electrical wire company Venine Cable with an initial investment of about 4 billion baht, later expanding into related electrical systems and infrastructure industries.
Simultaneously, he developed an interest in health and fitness, initially sparked by personal and family interests, which led to the creation of CUBIC in 2018.
Unlike typical fitness businesses, Visarut envisioned CUBIC not merely as a place for exercise but as a space where people spend time, meet, and build relationships with others who share similar interests—a concept known as "Third Space," a venue beyond home and workplace.
This concept is reflected in various business operations, including:
1. Differentiating through quality and experience.
CUBIC prioritizes selecting exercise equipment, designing spaces, and crafting the club atmosphere to create a unique experience that sets it apart from traditional gyms.
2. Emphasizing trainer standards.
Another approach is carefully selecting professional trainers who focus on advising members rather than merely selling personal training packages. CUBIC values the quality of instruction and the user experience.
3. Building a community rather than just selling memberships.
CUBIC aims for members to feel part of a lifestyle community, not just visiting to exercise and leave. This strategy fosters brand loyalty and encourages continuous member engagement.
These efforts earned CUBIC consecutive Best Studio and Best Instructor awards from ClassPass from 2022 to 2025, demonstrating strong brand recognition among consumers interested in fitness and health lifestyles.
As consumers increasingly prioritize health, business opportunities extend beyond exercise to include physical rehabilitation, preventive health care, and quality longevity.
CUBIC is thus broadening its services from fitness to performance and recovery, connecting with health and longevity services to meet diverse health needs.
Joining AWC’s EA Wellness Club marks an important step for CUBIC, enabling integration with broader health service systems, with VitalLife Scientific Wellness Center, affiliated with Bumrungrad Hospital, advising AWC on preventive health and longevity.
CUBIC’s challenge is to expand services covering physical development, recovery, and building a health-conscious community.
CUBIC’s expansion coincides with the continuous growth of Thailand’s sports and health market, attracting increasing interest from real estate developers.
According to Savills Thailand, the World Economic Forum and Oliver Wyman estimate the global sports economy to be about 2.3 trillion USD in 2026, rising to 3.7 trillion USD by 2030.
Meanwhile, Thailand’s Sports Gross Domestic Product (SGDP) reached 238.782 billion baht in 2025, accounting for 1.26% of GDP—the highest recorded—comprising approximately 176 billion baht direct value and 62 billion baht indirect value.
In addition to economic value, Thai exercise participation rates have risen from 87.26% in 2024 to 89.7% in 2025 and 91.7% in the first half of 2026.
High-spending sports consumers are not limited to younger groups; those aged 30-39 average about 7,700 baht per person in sports expenses, followed by 40-49-year-olds at 7,600 baht, and 60-69-year-olds at 7,300 baht.
This data indicates a multi-generational sports and health market, including working adults, families, and seniors, each with differing service needs, creating diverse business development opportunities.
This trend is also influencing real estate markets, where sports facilities are no longer mere amenities but key elements for marketing, attracting users, and enhancing property value.
Savills reports that investment in sport complexes and real estate projects integrating sports components exceeds 10 billion baht.
Currently, Thailand’s sport complex market features diverse operators, from premium member-based sports clubs to public-access sports centers.
1. Exclusive Membership Clubs.
These focus on affluent clients and families, combining sports activities with lifestyle and health services.
2. Public-access Complexes.
These emphasize broad user accessibility without requiring private memberships.
These developments indicate sports increasingly play a role in real estate, enhancing activities, customer attraction, and revenue from related services.
Thus, CUBIC’s partnership with AWC represents a notable opportunity to expand by connecting its fitness and lifestyle community expertise with an existing real estate network with established locations and customer bases.
For CUBIC, growing through partnerships enables access to new locations and diverse users without developing all real estate projects independently, while AWC can enhance user experiences with sports and health services in its projects.
Currently, CUBIC operates branches in prime city locations such as Chidlom, M Sphere, and BTS Visionary Park, with plans to open three more branches and extend cooperation with AWC to other destinations in the future.
Additionally, Visarut aims to expand internationally across Asia and Australia and has indicated plans to list CUBIC on the stock exchange (IPO) within 2-3 years.
This move marks a new chapter in Visarut’s business expansion from electrical industries into the growing health and lifestyle market, driven by changing consumer behaviors.
The ongoing challenge is whether CUBIC can leverage its brand and community strengths to develop a wellness business with sustained revenue growth and successfully expand this model into new markets amid rising competition from multiple industries.
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