In Holland Village, a former gymnast has done what few wellness entrepreneurs attempt: she has refused to separate the body's needs from one another. Anastasiia Cheong, twenty-nine, opened The Calla Project as a deliberate answer to the fragmentation of modern wellness culture — a place where movement, recovery, nourishment, and belonging occupy the same roof, the same afternoon, the same life. Built on the memory of athletes sitting together after training, it is less a business than a philosophy made physical.
EdgeProp.sg
· Sep 05, 2026
· society
· 5 min read
High
Sourcing: Verified
Former gymnast opens women-only wellness hub blending movement, recovery and dining
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Transportation
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Bias & Framing
⚖
Article presents a favorable, uncritical profile of a new wellness business with lifestyle-focused framing and minimal questioning of the women-only model or business viability.
Bias Direction
center-right
Confidence
MED
Promotional profile framing that emphasizes founder's vision and design choices without critical examination. Uses aspirational lifestyle language and aesthetic focus typical of luxury wellness marketing.
bright and airy
softening the commercial space
the pace changes
wellness concept
deliberate
unexpected degree of quiet
distinct identities
Potential criticism or concerns about women-only exclusivity and legal/social implications
Market analysis or business sustainability questions
Pricing information or accessibility concerns for average consumers
Perspectives from male customers or those excluded from Recharge facilities
Competitive landscape or differentiation challenges
Staff diversity or employment practices at the venue
Geopolitical Impact
🌎
Local Singapore wellness entrepreneur launches women-focused lifestyle hub; no geopolitical implications detected.
Escalation Risk
low
Confidence
HIGH
Economic Lens
📈
New women-only wellness hub in Holland Village integrates fitness, recovery, and dining, representing growth in premium wellness sector and experiential retail targeting affluent female demographics.
Market Signal
bullish
Confidence
MED
Wellness and fitness services
Food and beverage/hospitality
Real estate and retail
Health and beauty services
Experiential retail
Affluent female consumers gain integrated wellness destination reducing transaction costs of visiting multiple venues. Pricing likely premium, benefiting higher-income households. Creates new employment in wellness, hospitality, and service sectors.
May prompt regulatory review of women-only spaces compliance with anti-discrimination frameworks. Could influence urban planning policies favoring mixed-use wellness destinations. Potential tax incentives for health and wellness businesses in Singapore.